DIGITAL MARKETING TO BUILD THE ENTEPRENEURIAL SPIRIT OF TRADITIONAL CULINARY

Abstract

The study focuses on Kampung Adat Cireundeu, a community considered a stronghold of Sunda culture in West Java. It examines the role of digital marketing in fostering entrepreneurship, especially among teenagers. This research gathers and analyzes various relevant sources to understand how digital marketing can help the growth of entrepreneurship in Indigenous villages that maintain the Sunda Wiwitan tradition. This is done using literary study methods and ethnographic approaches. Research results show that digital marketing effectively promotes traditional culinary services, such as cannabis treatments. It also gives local entrepreneurs the tools and platforms to adapt and quickly change the market. Digital marketing helps reach a wider audience at a low cost and analyzes data in real-time to support better decision-making.