<![CDATA[Jangkat honey yam, originating from Renah Alai Village, Jangkat District, Merangin Regency, Jambi Province, shows significant potential as a leading local commodity for developing the creative economy. However, its current use is limited to the sale of raw materials, resulting in low added value. The purpose of this study is to analyze the development of the creative economy, focusing on Jangkat honey yam through product innovation and digital marketing. The method used in this study was descriptive qualitative, with data collection including observation, interviews with micro, small, and medium enterprises (MSMEs), and documentation studies. The findings revealed that product innovations such as chips, brownies, and flour from honey yam can significantly increase product sales value. Furthermore, the implementation of digital marketing through social media platforms and marketplaces plays a role in expanding the market and increasing sales volume. The implications of this study indicate that the combination of product innovation and digital marketing can strengthen the competitiveness of MSMEs based on local commodities and encourage the growth of the creative economy in rural areas.]]>
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