Concept of Social Entrepreneurship in the Development of Creative Economy Tourism in Indonesia (Case Study: Cirendeu Village)

Social entrepreneurship is currently viewed as a solution to address various social issues, including welfare, healthcare, education, poverty alleviation, and community empowerment, among others. This research aims to develop a social entrepreneurship concept suitable for Cirendeu Village. The concept of social entrepreneurship is closely related to the 8th Sustainable Development Goal (SDG), which emphasizes “Decent Work and Economic Growth.” Social entrepreneurship represents a form of business that not only seeks financial profit but also has robust social or environmental objectives. The methods employed in this research include the Analytic Hierarchy Process (AHP) and the Business Model Canvas. Research data were collected from 19 respondents through demographic statements and the distribution of AHP questionnaire matrices. The AHP method serves as a strategy weighting approach and assists in formulating priority strategies for the company. Furthermore, the Business Model Canvas method aims to describe the appropriate business model for the company based on the AHP analysis. The establishment of criteria is a crucial step in the decision-making process. Combining the Process Hierarchy Analysis Method (AHP) with the Business Model Canvas (BMC) can enhance effectiveness, ensuring that AHP criteria align with Business Model Canvas (BMC) elements. The AHP results indicate that the distribution channel is the top priority criterion, with a weight of 0.193. These priority results are then incorporated into the BMC strategy elements, combining both existing and new elements.


Introduction
Social entrepreneurship is a social value generated through collaboration with other people or community organizations involved in social innovation, which usually describes an economic activity [1].Social entrepreneurship combines entrepreneurship to generate profits through social activities based on social problems in the surrounding environment to overcome these problems [2].Social entrepreneurship today is a solution to overcome various social problems, ranging from welfare, health, education, poverty, and community empowerment to development.The problems above are not only due to uneven policy factors but also due to limited access to the community.Considering the minimal income, it cannot denied to gain access to other things in health, education, welfare, and other communities [3].It is a form of creative economic enterprise that, when combined with social aspects, can produce output through economic opportunities and overcome social problems.It is because of the 1324 (2024) 012073 IOP Publishing doi:10.1088/1755-1315/1324/1/012073 2 potential of the creative economy sector, which can produce more labor absorption and impact income through creative social enterprises [4].
The creative economy sector has succeeded in contributing to the gross domestic product (GDP) of IDR-1,100 T based on Focus Economy Outlook 2020 data.Even though it experienced a decline due to the impact of the coronavirus pandemic, the creative economy's contribution to GDP is still relatively large; it did not experience a significant decline compared to 2019; in fact, it was the same as 2018's contribution to GDP, this indicates that the creative economy sector considered capable of surviving the corona pandemic [5].This survivable situation also reinforces that the creative economy has prospects.Meanwhile, regarding employment opportunities in the creative economy sector, there is an exciting thing: creative social enterprises create more inclusive fields than creative businesses [6].
The creative economy focuses on creating goods and services by relying on expertise, talent, and creativity as sustainable intellectual property.Based on this, the human factor plays a vital role [7].It becomes the principal capital in every economic activity that produces a new industry, which will become the main strength of a creative industry [8].Tourism has a vital role in increasing a country's foreign exchange and in increasing regional income.As an archipelagic country, Indonesia has abundant natural wealth and a diverse culture, a potential tourist attraction spread throughout Indonesia.Potential tourist attractions include natural beauty, culture, historical places, cultural events, and entertainment venues [9].
The tourism sector can open up business opportunities and employment opportunities to the surrounding community, thereby improving the community's economy.Processing tourist objects will also increase regional income through tourism levies [10].However, in reality, the potential of the tourism industry needs to be appropriately optimized.A lack of promotion causes a lack of tourist interest in visiting a tourist attraction, inadequate facilities and infrastructure, and the offered products need to hit the standards [11].So, the central and regional governments must make strategic plans for tourism processing.One strategy for developing tourism is to develop the creative economy of local communities [12].
Tourism villages are one of the creative economies included in the National Community Empowerment Program (PNPM) launched by the Ministry of Tourism and Creative Economy to overcome poverty aimed at tourist village communities, communities around tourist attractions, and communities around tourism businesses [13].However, many tourist villages still need to develop their potential to the maximum, so they require exceptional guidance from other independent tourist villages to serve as a reference for developing their tourist villages.In this way, tourist villages can also support changes in the surrounding community to improve the local community's socio-economic conditions [14].
Cireundeu Traditional Village is one of the tourist attractions in Leuwigajah Village, South Cimahi District.Cireundeu Traditional Village has people who live in a rural atmosphere and still maintain customs and rituals passed down from generation to generation.Customs and rituals are still well preserved.Cireundeu Traditional Village has an area of 64 ha, consisting of 60 ha for agriculture and 4 ha for settlement.They are always consistent in carrying out the teachings of their beliefs and continuing to preserve the culture and customs passed down from their ancestors.The Cireundeu indigenous people strongly adhere to their beliefs, culture, and customs.They have the principle "Ngindung Ka Tim, Mibapa Ka Jaman.""Ngindung Ka Tim" means that we, as traditional village residents, have our ways, characteristics, and beliefs.
Meanwhile, "Mibapa Ka Jaman" means that the people of Cireundeu Traditional Village do not fight against changing times but follow them, such as technology, television, and communication tools in the form of cell phones and lighting.This community has a traditional village concept that has always been remembered since ancient times, namely Leuweung Larangan (forbidden forest), Leuweung Kuncian (reforestation forest), Leuweung Baladahan (agricultural forest).Based on research conducted by Pratama et al (2021), Cireundeu Traditional Village is one of the Tourist Attractions (DTW) in the cultural aspect.It is the only traditional village that applies the tourist village concept in Cimahi City.
Cireundeu Traditional Village has a potential variety but has yet to develop well, so it has yet to become a sustainable tourist destination.However, research has yet to discuss the concept of creative economybased tourism in the Cireundeu Traditional Village.
Creative economy-based tourism is the focus area of this research.The creative economy has been developed in various countries and has shown significant positive results, including employment, increasing regional income, and regional branding at the international level.For example, the city of Bandung is currently famous for its distros and factory outlets.In a broader context, the image of a region with a creative economy is associated with various sectors, including tourism.The creative economy and the tourism sector are two things that influence each other and can synergize if well managed [15].
The theoretical basis, according to Howkins (2010) in Insana [16], at the beginning of the twentyfirst century or started in 2010, today is entering a new era; the creative economy era is an economic activity driven by the creative industry which prioritizes the role of innovation and breakthroughs with intellectual abilities.This creative industry is driven by the home industry, individually or collectively, entrepreneurs (entrepreneurs) who continue to strive to come up with ideas and the ability to create creative and innovative products.
However, although no one has discussed the concept of social entrepreneurship in developing creative economy-based tourism in Cirendeu village, several studies have conducted studies using similar variables.Like research conducted by [17], from the results of his research, this study proposes several alternative social entrepreneurship models that can be applied.Apart from that, this research also finds the critical role of government in creating competitive advantages for artisans.
Apart from that, research conducted by Rodiantua [18] and the analysis results show a need for creative economic collaboration with BUMDes and smart villages.This collaboration requires a support system: the government, universities, media, corporations, and communities.Government support, in this case, plays a central role.Universities can help in developing concepts and mentoring.Media is a means of publicizing villages and village products.Communities can be examples of success, and corporations can become productive partners in villages.Based on previous research, this research has analyzed social entrepreneurship in developing creative economy-based tourism.However, further research on the Cireundeu Traditional Tourism Village has research limitations.
Researchers assess this as necessary to preserve tourism and existing resources in Cirendeu Village.Thus, researchers found interest in conducting this research to study the concept of social entrepreneurs.

Social Entrepreneurship
Gregory Dees explains that social entrepreneurship is different from business entrepreneurship.Social entrepreneurship has explicit goals based on a movement driven by a passion to help others and make changes for the good of society [19].Social entrepreneurs have knowledge capital (Human Resources), social capital, and social skills and transform social problems into social innovation [20].The best way to measure social entrepreneurship is not by the amount of profit generated but by the economic activities that generate social value.In addition, according to Gregory Dess, social entrepreneurship is a combination of enthusiasm for social activities, determination, innovation, and discipline, almost the same as what develops in the business world.Social entrepreneurship is about seeking profit and combining profit-seeking activities with activities aimed at social value [21].Social entrepreneurship activities, at the individual level, can reduce unemployment by creating jobs, and at the group level, can reduce poverty levels in society and solve various social problems (education and health) [22].Social entrepreneurship is an effort to find opportunities with small resources but has a spirit of continuous hard work to improve the welfare of society [23].According to Wronka [24], several characteristics of social entrepreneurship are as follows: (1) innovation ability; (2) high dedication; (3) managerial skills; (4) strategic thinking; (5) holistic thinking; (6) leadership abilities; (7) high commitment; (8) can look for opportunities; (9) creator; (10) have business content, and (11) be persistent in trying.

Creative Economy
The creative economy is a new idea of an economic system that places information and human creativity as the most critical production factors [25].An idea is an expensive item in the creative economy because these creative ideas will encourage the creation of innovations, which then become new solutions and new products, which are the answer to the problem of the lack of product quality that meets market needs [7].The creative economy will have more potential if it is supported by three things: including knowledge, creative (creative knowledge), skilled workers (skilled workers), and labor-intensive (labor strength).It can be applied to creative industries in Indonesia, such as crafts, advertising, publishing and printing, television and radio, architecture, music, design, and fashion [26].
According to the Ministry of Tourism and Creative Economy in 2014, improving the creative economy requires capabilities to improve the quality of life of the Indonesian people.Three main things are the basis for the existence of a creative economy according to Ausat [ The term discovery emphasizes the creation of something that has never existed before.In other words, an invention is something genuinely new resulting from human creation that has never existed before.

Analytical Hierarchy Process (AHP)
In the Analytical Hierarchy Process method, the following steps are carried out [28]: 1. Define the problem and determine the desired solution 2. Create a hierarchical structure starting with the primary goal 3. Create a pairwise comparison matrix describing each component's relative contribution or influence to the above objectives or criteria.4. Define pairwise comparisons so the total number of assessments is n x [(n-1)/2], where n is the number of elements.5. Calculate eigenvalues and test their consistency.If it is inconsistent, then data collection is repeated.6. Repeat steps 3, 4, and 5 for all hierarchical levels.7. It is essential to calculate the eigenvectors of each pairwise comparison matrix.8. Check the consistency of the hierarchy.

2.4.Business Model Canvas (BMC)
According to Osterwalder [29], the Business Model Canvas (BMC) is a strategy tool used to describe a business model and illustrate the fundamental thinking about how an organization creates, delivers, and captures value.The Business Model Canvas (BMC) includes nine components [30].

Customer Segment (Customer Segment)
In the first step, namely customer segmentation, customer segmentation, the person or party contributing most to providing business revenue, this department can be considered a consumer or customer when the consumer buys a product or service that the business sells or offers.

Value Proposition
The value proposition relates to the value a company provides to its target customer segments.3. Channels Channels and customer relationships are interrelated with the value proposition if the channels are directly related to intermediaries between the company and selected consumer groups.

Customer Relationships
Customer relationships are a company's strategy to build pre-selected consumer bonds; all three are interrelated between the company and consumers.

Revenue Streams
The income stream refers to the primary source of income or profit.

Key Activities
Key activities are essential activities that a company must carry out so that the business can function well.

Key Resources
Essential resources are the most critical assets that companies need so that their business model can run well.

Key Partnerships
Key partnerships are resources that a company needs but do not have.

Cost Structure
Cost structure measures all the costs a company incurs, produces, sells, and adds value to its customers.

Conceptual Framework
The conceptual framework in this research can be seen in Figure 1.

Data Collection
The research method uses a descriptive qualitative approach [31].According to Creswell (2018), qualitative research is an understanding process based on a methodology that investigates a social phenomenon and human problem.The research will create complex pictures, examine words, provide detailed reports of respondents' views, and conduct studies on natural situations.Field research methods are used so that each problem formulation can be answered.In order to facilitate research, data was taken from primary data sources such as: 1. Observation Visits were made to research objects, especially the Cirendeu Traditional Tourism Village.

Interviews
In-depth interviews are a method used to collect data or verbal information from someone called an informant through a systematic and organized 199 conversation [32].In this research, interviews were conducted directly with the main informant (key informant).These interviews were conducted with village administrators, local government, and social entrepreneurs.

PRA (Participatory et al.) technique.
According to Reggers [33], PRA is a technique that allows the public to participate in making accurate action plans, and monitoring and evaluating policies that affect their lives.PRA does not only consist of research but also planning (participatory), monitoring, and evaluation.By involving the community in the program process, it is hoped that the community's needs will align with the community's needs, and their level of concern in implementing the program/policy will be higher.

Questionnaire
A questionnaire is a data collection technique that gives respondents a set of questions or written statements to answer.The data analysis method in this research was carried out quantitatively and qualitatively.Quantitative analysis is carried out to form a decision hierarchy scheme, which is obtained by solving decision problems in decision elements using the Analytical Hierarchy Process (AHP).Next, qualitative analysis was conducted to formulate a business model using the Business Model Canvas (BMC).

Analytical Hierarchy Process (AHP)
The use of the AHP method is because it allows the grouping of criteria and sub-criteria based on different hierarchy levels.AHP can address situations where the data used in decision-making has a high level of subjectivity, thus enabling decision-makers to incorporate assessments and preferences.In applying the method known as the Analytic Hierarchy Process (AHP), there are several essential things you must know, including the following: a. Decomposition Defining a problem must first be deconstructed into its parts and then arranged in the hierarchical format, as shown in Figure 2.

Demographic Results
Research data was obtained from 19 respondents using demographic statements and the distributed AHP questionnaire matrix.From these results, the following tourism development strategies can be identified: AHP Questionnaire Results The scoring matrix was calculated using individually summarized AHP analysis to analyze the survey findings.If the criteria are more robust than pairwise comparisons, then the data summary needs to be denoted by x.Conversely, the strongest is written as 1/x.The value "x" is the respondent's answer in the survey.The summarized survey results are calculated to obtain an average value for each pairwise comparison with each column added up.Then, the weight value of each criterion is determined to find out which criteria are larger or smaller and can be prioritized for strategy development, as shown in Table 2.

Distribution channels
Distribution channels is the most considered value among all strategic criteria and it is chosen because distribution channels are interrelated with the value proposition if the channel is directly related to intermediaries between the company and selected consumer groups.Based on AHP analysis, distribution channels have a number of sub-criteria that are most considered, namely, personal assistance (0.257), reward (0.198), communities (0.134), co-creation (0.115), supermarkets (0.105), automatic service (0.105) and special PA (0.086).

Value Preposition (0.182)
The value proposition is the second consideration criterion in developing the creative tourism economy in Cirendeu Village because the value proposition is related to the value the company provides to the customer segment as its target.Based on the AHP analysis, value prepositions have a number of subcriteria that are most considered, namely, brand story (0.212), design (0.132), price (0.129), innovative (0.117), accessibility (0.116), customization (0.113), benefit (0.098) and brand (0.083).

Customer Segments (0.144)
Customer segments are the third consideration criterion in developing the tourism creative economy in Cirendeu Village because customer segments provide the greatest contribution to providing business income, where consumers are buyers of products or services sold or offered by a business.Based on AHP analysis, customer segments have a number of sub-criteria that are most paid attention to, namely, segmented market (0.303), niche market (0.219), mass market (0.172), diversification (0.166) and multisided platform (0.139).

Key Activities (0.136)
Key activities are the fourth consideration criterion in developing the creative tourism economy in Cirendeu Village because key activities are important activities that must be carried out by a company so that the business can function well.Based on AHP analysis, key activities have a number of subcriteria that are most paid attention to, namely: production (0.223), networking (0.183), distribution (0.154), marketing (0.139), assistance (0.120), training (0.094) and replication (0.086).

Cost Structure (0.128)
The cost structure is the fifth consideration criterion in developing the creative tourism economy in Cirendeu Village because cost structure measures all costs incurred, produced, sold and adds company value to customers.Based on AHP analysis, the cost structure has a number of sub-criteria that are most considered, namely, FC (0.428), VC (0.312), Economic Scope (0.156) and Economic Scale (0.104).The current existence and interest in social entrepreneurship systems in social entrepreneurship are increasing due to the shift in social entrepreneurship, which was previously considered a non-profit activity (including charity activities) to become a business-oriented activity (entrepreneurial privatesector business activities ).Currently, social entrepreneurship is not only non-profit oriented but is only oriented towards pure social activities.Social entrepreneurship needs support from operational costs and excellent and correct management from a social entrepreneur.It is time for the business world to be profit-oriented but not abandon its social elements [34].The initial stage is determining the elements by carrying out pairwise comparisons, specifically comparing elements in pairs according to the criteria provided [35].The pairwise comparison matrix is filled with the help of a matrix that is used to make judgments about the relative significance of two different components.This matrix is expressed in the form of a pairwise comparison matrix.
b. Synthesis of Priorities Eigenvectors are the first generated from the matrix comparison.When determining overall or global priorities, it is helpful to synthesize considerations for pairwise comparisons.The following activities are required at this stage: 1) Add up the values from each column in the matrix.2) Divide each value from the column by the total of the column in question to obtain a normalized matrix.
3) Add up the values from each row and divide by the number of elements to get the average value.c.Consistency Because research does not want judgments based on poor Consistency, it is essential to know how good the Consistency is before making decisions based on research.Consequently, the following things should be done at this stage: 1) Multiply each value in the first column by the relative priority of the first element, the value in the second column by the relative priority of the second element, etc.If greater than 10%, the evaluation must be repeated; conversely, computational results can be considered valid if the consistency ratio (CI/RI) is less than or equal to 0.1.If the deviation from the average is less than ten percent, then the assessment can be done without repeating.

Business Model Canvas (BMC)
In the Business Model Canvas (BMC) analysis, an explanation of each element of the Business Model Canvas in creative economy-based tourism development is carried out.These elements include customer segments, value propositions, channels, customer relationships, revenue streams, essential resources, key activities, key partnerships, and cost structure.

Conclusion
The research criteria refer to the elements of the Business Model Canvas (BMC).Based on the results of the analysis using the AHP method, it can be concluded that the priority criteria for developing a social entrepreneurship concept that is appropriate for Cirendeu Village include Distribution Channels (weight 0.193), Value Proposition (weight 0.182), Customer Segments (weight 0.144), Key Activities (weight 0.136), Cost Structure (weight 0.128), Key Partners (weight 0.113), and Key Resources (weight 0.104).In developing a business model based on the company's priority strategy, some developments must be carried out in 7 blocks.The following are the blocks undergoing development and the results of their development: The key partner elements are traditional village elders, investors, and government.Key activity elements involve the maintenance of traditional village tourist locations and the maintenance of traditional village tourism.The key resource elements encompass Physical Resources and Human Resources.The value proposition elements include cheap tickets, typical souvenirs, leuweung ban (forbidden forest), leuweung Uangan (reforestation), and leuweung baladahan (agricultural forest).Elements related to customer relationships consist of tourism events, friendliness, and service delivery.Elements of customer segments are parents, young people/adolescents, and children.Channel elements involve websites, social media, and mobile apps.Cost structure elements encompass electricity costs, premises construction costs, employee costs, and promotional costs.Elements related to revenue streams are entrance tickets, selling souvenirs, and handicrafts.Cirendeu Village needs to strike a balance between professional and personal life and provide regular capacity building for its employees to achieve sustainable ambitions [36].

Figure 3 .
Figure 3. Creative Economy-based on Tourism Village Entrepreneurship Development Strategy in Cirendeu Village 27] 1. Creativity Someone with creativity can give birth or create unique things and new ideas that are used as a way out of a problem and do something different from what has existed before (thinking out of the box).Someone who has creativity and can develop this ability can give birth and create something useful for themselves and other parties.
2. Innovation (Innovation)Innovation is a new thought implemented to improve or initiate a product or service.In other words, innovation is a change in thinking by utilizing existing discoveries based on creativity to create better, more value-added, valuable products.3.Discovery (Invention)

Table 2 .
Matrix Weight Determination Priority

Table 3 .
Max Eigen Calculation Based on the AHP results, the criteria used in this research are to create a strategy for developing the creative tourism economy in Cirendeu Village.Overall, the weights between strategies/criteria have almost the same numbers, but there is the highest weight value in Distribution Channels.Each criterion

Table 4 .
Business Model Canvas The development of a creative economy-based tourism industry in Cirendeu Village holds significant potential for supporting the achievement of Sustainable Development Goal (SDG) 8, which focuses on "Decent Work and Economic Growth."Tourism villages have the capacity to generate economic opportunities, enhance the living standards of local communities, increase employment prospects, and stimulate economic growth.Additionally, the development of a creative economy-based tourism sector in Cirendeu Village can also invigorate the community and the creative aspects of the traditional Cirendeu village economy by activating the distribution channel elements, leading to an increase in revenue stream elements.