<![CDATA[Purpose  MSME development programs have generally focused on strengthening technical aspects such as marketing, product innovation, and operational management. However, the values that shape entrepreneurs’ daily work behavior also play an important role in sustaining business performance. This community service program was conducted to strengthen noble work culture among MSMEs in the Special Region of Yogyakarta through a reflective approach based on Motivational Interviewing (MI). Methods - The program involved MSMEs operating in the culinary and fashion sectors in the Special Region of Yogyakarta. The MI approach was adapted into three stages: explore, evoke, and plan. Activities were carried out through observation, semi-structured interviews, reflective discussions, mentoring, and documentation. Result and discussions - The findings revealed that values such as honesty, discipline, responsibility, teamwork, commitment, friendliness, and service orientation had already become part of participants’ daily business practices. However, most participants had not associated these values with service quality, customer trust, workplace relationships, or business sustainability. The reflection process encouraged participants to reconsider the role of these values in business management and formulate strengthening strategies tailored to the needs of their respective enterprises. The resulting commitments included improving service quality, strengthening teamwork, conducting more regular work evaluations, enhancing employee responsibility, and reinforcing work discipline. Conclusion - The explore, evoke, and plan stages provided MSME owners with an opportunity to recognize values that had long been practiced within their businesses but had not been fully understood as an important part of business management. Strengthening noble work culture can complement MSME development programs that have traditionally emphasized technical and managerial aspects.]]>
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