<![CDATA[This study aims to determine the importance of creativity and innovation in increasing business profits. In the era of increasingly intense business competition, business owners are required to create new ideas and make continuous improvements so that their businesses can continue to grow and compete in the market. This study uses a library research method with a descriptive analytical approach. The data were obtained from various written sources such as books, scientific journals, research articles, and other supporting documents related to creativity, innovation, and business development. The results of the study show that creativity plays a role in producing unique products, marketing strategies, and services that can attract consumer interest. Meanwhile, innovation helps business owners improve product quality, operational efficiency, and the utilization of digital technology to expand market reach. Creativity and innovation also influence business competitiveness, customer satisfaction, and consumer loyalty, which ultimately have an impact on increasing sales and business profits. Therefore, creativity and innovation are important strategies that must continue to be developed by business owners so that businesses can survive, grow, and achieve optimal and sustainable profits.]]>
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