<![CDATA[High unemployment rates among the younger generation underscore the need for innovation in job creation, particularly through the creative economy sector based on social entrepreneurship. This study aims to analyze how the business practices of Wiratea Spices Bar reflect a social entrepreneurship approach, create job opportunities for the younger generation, and examine the motivations and work experiences of employees. The study employs a descriptive qualitative approach using purposive sampling, involving one business owner and three employees who are currently college students. Data collection was conducted through observation, interviews, open-ended questionnaires, and documentation. Data validity was tested using source and method triangulation, while data analysis was conducted thematically. The results show that Wiratea Spices Bar’s business practices reflect the characteristics of social entrepreneurship that is, they are not solely profit-oriented but also generate social impact by empowering students as workers. This business serves as part of the creative economy, capable of creating job opportunities for the younger generation through an open and accessible recruitment system. In addition, the implementation of flexible work systems such as part-time work and shift scheduling allows employees to balance their academic obligations. Employees’ work motivation is driven primarily by economic needs, the desire to gain work experience, and personal development toward self-actualization. A comfortable work environment and harmonious social relationships also play a key role in enhancing performance and retaining employees.]]>
