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The purpose of this research is to find out the effect of entrepreneurial creativity on sustainable competitive advantage, and how business model innovation can help start-ups in Jabodetabek to achieve sustainable competitive advantage against its competitors. The method of analysis that is used in this research is Structural Equation Modeling (SEM). Data analysis is performed using AMOS Software. Collection of data in this research uses questionnaire that is aimed at respondents which are start-ups located in the Jakarta, Bogor, Depok, Tangerang, and Bekasi area (Jabodetabek). Keywords: sustainable competitive advantage, entrepreneurial creativity, business model innovation, structural equation modeling Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kreativitas wirausaha terhadap keunggulan kompetitif berkelanjutan, dan bagaimana inovasi model bisnis dapat membantu para pemula di Jabodetabek untuk mencapai keunggulan kompetitif berkelanjutan terhadap para pesaingnya. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM). Analisis data dilakukan dengan menggunakan Perangkat Lunak AMOS. Pengumpulan data dalam penelitian ini menggunakan kuesioner yang ditujukan untuk responden yang merupakan start-up yang berlokasi di wilayah Jakarta, Bogor, Depok, Tangerang, dan Bekasi (Jabodetabek). Kata Kunci: keunggulan kompetitif berkelanjutan, kreativitas wirausaha, inovasi model bisnis, structural equation modeling

HOW TO SUSTAIN IN A VUCA WORLD: A CONCEPTUAL STUDY ON START-UPS IN INDONESIA