ABSTRACT: This research discusses the role of public administration in encouraging financial management and creative economy of micro and small enterprises in Jambi City. In the current context of globalization and economic development, public administration has an important role in creating an environment conducive to the development of finance and the creative economy. Through a holistic approach, this study explores public administration measures towards improving financial management performance and developing the creative economy sector. The results of this study are expected to provide useful insights for policy makers, practitioners, and academics in an effort to improve the quality of public administration to support sustainable economic growth. In this study, observations and interviews were conducted on role theory which states that the role of local governments in the development of effective and optimal MSEs can be realized as facilitators, regulators and catalysts.

KEYWORD-Public Administration, Management; Finance; Creative Economy; Micro and Small Enterprises