A PUBLIC-DRIVEN MARKETPLACE FOR SUSTAINABLE MICRO-ENTREPRENEURSHIP: EXPLORING VALUE CO-CREATION IN TULUNGAGUNG’S CAR-FREE DAY BUSINESS ECOSYSTEM
DOI:
https://doi.org/10.36563/pxrmnn50Keywords:
Value co-creation, Gig economy, Micro-entrepreneurship, Public-driven marketplace, Car-Free Day ecosystemAbstract
Public-driven marketplaces such as Car-Free Day (CFD) events have emerged as informal yet influential ecosystems that support micro-entrepreneurs in many developing regions. However, little is known about how value co-creation unfolds within these socially embedded gig-based environments, particularly when local governments act as facilitators connecting supply and demand. This study aims to examine the dynamics of value co-creation among micro-entrepreneurs supported by the local MSME Office in Tulungagung and operating within the CFD business ecosystem.
Using a qualitative research design, data were collected through in-depth semi-structured interviews, participant observations, and document analysis to capture the lived experiences, interactions, and collaborative practices among gig-based micro-entrepreneurs. Thematic analysis was used to identify value co-creation mechanisms emerging from everyday entrepreneurial activities, social interactions, and resource integration processes within the CFD setting.
The findings reveal that value co-creation is driven by three interrelated mechanisms: community-based knowledge sharing, spontaneous collaborative problem-solving, and adaptive micro-innovation. These mechanisms enhance entrepreneurial resilience, strengthen network embeddedness, and foster sustainable business practices on both individual and collective levels. The results also show that the MSME Office functions as a hybrid orchestrator—bridging public spaces, market demand, and entrepreneurial capabilities—thus promoting inclusive and community-driven economic participation.
This study contributes to the literature on gig economy ecosystems, sustainable micro-entrepreneurship, and public-sector-enabled marketplaces by providing empirical insights into how informal settings can catalyze collaborative value creation. Practical implications highlight the need for stronger ecosystem facilitation, capacity-building programs, and ethical governance to support long-term micro-entrepreneurial sustainability.
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