<![CDATA[The development of digital technology has transformed traditional work patterns into more flexible ones through the emergence of the gig economy, where individuals work independently on a project-based basis with the support of digital platforms. This study aims to analyze the influence of digital literacy, entrepreneurial orientation, and community support on entrepreneurial marketing, with personal branding as a mediating variable among gig workers in Bali. This research approach is quantitative, with a conceptual population consisting of all gig workers in Bali who work based on digital platforms. The sampling technique used non-probability purposive sampling. Data analysis was conducted using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results are expected to show that digital literacy, entrepreneurial orientation, and community support have a positive effect on personal branding and entrepreneurial marketing, both directly and indirectly. Personal branding is predicted to play a significant mediating role in strengthening the relationship between these variables and entrepreneurial marketing. This study provides a theoretical contribution in broadening the understanding of entrepreneurship-based marketing strategies in the digital era and provides practical implications for gig workers in Bali to build a professional image, expand networks, and increase competitiveness through strengthening digital literacy and work communities.]]>
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