<![CDATA[This study aims to determine the level of self-confidence of workshop entrepreneurs in facing the challenges of modernization and business competition and their role in maintaining business sustainability. This study used a qualitative approach with naturalistic methods, using data collection techniques such as documentation, observation, and interviews. The results indicate that workshop entrepreneurs have a high level of self-confidence, demonstrated by their ability to make decisions and take action, face challenges and failures, and run their businesses independently. Furthermore, workshop entrepreneurs strive to adapt to technological developments by improving services, even using simple tools. Therefore, self-confidence plays a crucial role in maintaining their businesses and developing them through experience and adaptation. Thus, it can be concluded that psychological factors such as self-confidence are the basic foundation for maintaining business sustainability amidst the challenges of modernization today.]]>
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