<![CDATA[This qualitative study aims to explore and understand workers’ consciousness regarding the interpretation of profit from the perspective of the creative economy industry. Using a phenomenological approach, data were collected through observation, document studies, and in-depth interviews with workers at PT Utero Kreatif Indonesia, a brand consultant and creative agency located in Malang City. Data analysis was conducted through phenomenological reduction. The findings indicate that profit is not perceived merely as material gain. Creative workers reveal six meanings of profit: profit as a means of payment, profit as savings, profit as motivation in running a business, profit as awareness and trust, profit as a form of service, and profit as a medium for education. Creative workers view profit as the value derived from the processes and outcomes of creative work, social relationships, learning, and professional responsibility. This study offers further theoretical contributions, affirming that profit is a social construct influenced by work experiences, organizational culture, and individual awareness within the context of the creative industries.]]>
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