<![CDATA[This study aims to analyze the influence of learning agility and digital literacy on personal creativity, with work motivation as a mediating variable, among freelance designers in Malang City. This research employed a quantitative approach using a survey method. Data were collected from 290 freelance designers in Malang City through purposive sampling, based on specific criteria relevant to freelance design work. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4. The results show that learning agility has a positive and significant effect on personal creativity and work motivation. Work motivation also has a positive and significant effect on personal creativity and mediates the relationship between learning agility and personal creativity. The model demonstrates strong explanatory power, with an R-square value of 0.844 for personal creativity and 0.796 for work motivation, indicating that the proposed variables strongly explain the research model. However, digital literacy does not have a significant effect on either personal creativity or work motivation, and work motivation does not mediate the relationship between digital literacy and personal creativity. These findings imply that freelance designers and creative industry stakeholders should prioritize the development of adaptive learning abilities and work motivation to enhance personal creativity in the digital creative economy. Overall, this study confirms that learning agility and work motivation are critical factors in strengthening the personal creativity of freelance designers in Malang City.]]>
