Abstract
This research aimed to find out the establishment process of startup users in Palembang City, Indonesia, especially the influencing factors. The establishment of startup users consisted of nine aspects, including competent skills, inspired by friends who started selling online, attending business workshops/seminars, inspired by YouTube content, inspired by personal hobbies, informed by friends, supported by family, connected with distributors, and experienced in the business. The research employed a qualitative approach by collecting data through observation, interviews, and document analysis. The research results indicated that the success of startup users in Palembang City was influenced by skill, experience, social support, and adaptation ability to market and technological changes. These findings provided valuable insights for developing the local startup ecosystem and emphasizing the essence of education, training, and social networks in building individuals to become entrepreneurs in the digital era.
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