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This research aimed to investigate the factors forming the motivation of entrepreneurs based on the driving factors outside themselves, namely the existence of a single market of ASEAN Economic Community (AEC). It wastheassumption of the readiness of the students themselves. Basic theory used was the push and pull theory.Thus, with the driving factor, the research also aimed to see the interest factor from within. Respondents were prospective graduate students of Global Persada Vocational High School. Data were collected by distributing questionnaires processed by using quantitative research analysis and multiple linear regression. Partially, it is concluded that the formation of entrepreneurial motivation can be affected by factors of interest and it is not due to the push fromoutside concerning the unpreparedness of students in facing the single market of AEC.

Digital media is a form of technological advance in Industry 4.0 that entrepreneur can utilize it to reach customers. This research aims to analyze, describe, and explain the rationalization of various digital media usage in an integrated manner as a means of marketing communication in an effort to develop the market potential of a product in the current industrial environment with the possibility of enhancement to face industry 5.0. The research was conducted on the issue of the development of product market potential using Qualitative approach and Case Study method toward entrepreneurial firm in retail product. The findings are, the digital media as an important part of industry 4.0 have their respective roles and complement each other as marketing communication tools, and are used in an integrated way to provide information and attract customers. However, even though the industry is moving forward, the business in this case study has no preparation in welcoming industry 5.0 other than the usage of digital media and internet connection (IoT).