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ABSTRACT:

This research explores the cultural phenomenon of Rentaru Kareshi as an innovative manifestation of entrepreneurship in virtual business among consumers in postmodern society. Rentaru Kareshi, or girlfriend rental service, is a service that offers temporary social connections through virtual and face-to-face media, reflecting changing social dynamics and identity expressions in the digital era. Using qualitative methods and a case study approach, this research analyzes various aspects of this business model, including business opportunities, marketing strategies and operational procedures. The research focus is the Instagram application on the Sewapacarbdgg account, namely @sewapacarbdgg, then the researcher will conduct in-depth interviews with informants. The data analysis technique used is the Manual Data Analysis Procedure (MDAP), from the results of interviews accompanied by triangulation of sources and theories to produce findings regarding Business Opportunities which link the themes to the propositions Inspiration, Benefits, Recognizing Needs, Current Trend, Think Uniquely and Innovatively. by using Marketing Strategy Contact Form, Advertising System, Payment System and Rental Partner operational systems, Vision Rental Partner, Agency Rental Partner, Talent Rental Partner. The research results show that Rentaru Kareshi not only meets consumers' emotional and social needs but also creates a new market niche in the digital economy. The service successfully combines effective advertising strategies and an efficient payment system to build strong and sustainable customer relationships. This research contributes to a deeper understanding of innovative business opportunities in a postmodern consumer society and offers valuable insights for the development of business strategies in the context of an evolving digital economy.

KEYWORDS:

Rentaru Kareshi, innovative entrepreneurship, virtual business, postmodern consumer society, marketing strategy,

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