<![CDATA[This study aims to develop a sustainable entrepreneurship model in the creative industry in Mataram City through a grounded theory approach based on the Triple Bottom Line (TBL), which encompasses the aspects of profit, people, and planet. The study employed a qualitative method with a grounded theory approach to explore in depth the experiences, strategies, and sustainability practices implemented by creative industry entrepreneurs. The research informants consisted of creative business actors in the culinary, handicraft, fashion, and digital industries selected using purposive sampling techniques. Data were collected through in-depth interviews, observations, and documentation. Data analysis was conducted through the stages of open coding, axial coding, and selective coding. The findings reveal that the sustainable entrepreneurship model in the creative industry in Mataram City is built through the integration of three main dimensions. The economic dimension is reflected through product innovation, digital adaptation, and the strengthening of market networks. The social dimension is manifested through the empowerment of local workers, community collaboration, and the preservation of local culture. Meanwhile, the environmental dimension is implemented through the use of environmentally friendly materials, reduction of production waste, and resource efficiency. This study produces a conceptual model of sustainable entrepreneurship that positions innovation and local values as the core foundations of sustainability in the creative industry business]]>
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