ABSTRACT Kellyn Elysia Rusli – 010131900426 THE IMPACT OF DIGITAL LITERACY, BUSINESS SUSTAINABILITY, ENTREPRENEURSHIP ATTITUDE IN CREATIVE ECONOMY BASED ON GEN-Z IN JAKARTA (126 Pages, 4 Figures, 23 Tables; 3 Appendix) The research study will focus on Food & Beverage, especially in the younger generation which is Generation-Z who have experienced being an entrepreneur which contributed to Indonesia’s economy. The research that will be concentrated in the Jakarta area also provides an understanding of each variable, as well as a positive impact on each other, followed by mediating variables. Which consist of Digital Literacy, Business Sustainability, Entrepreneurial Attitude, and Creative economy. The purpose of this research is also to find out the positive impact between one another through hypothesis development. The research data collection is conducted through a survey/questionnaire of 200 respondents, who are Generation Z in Jakarta. The method that is used for this research is Quantitative and will be using data evaluated in SmartPLS 4.0 The research is also expected to provide information to implement methods and mindsets regarding Generation Z in Jakarta. Keywords: Digital Literacy, Business Sustainability, Entrepreneurial Attitude, Creative Economy, Generation-Z / Gen-Z, Jakarta. Reference: 75 (2002-2023)