LENGKONG STREET FOOD SEBAGAI WADAH EKONOMI KREATIF DI KOTA BANDUNG

Abstract

The creative industry is the process of producing products and services that use each individual's creativity to add value. The creative economy includes 16 subsectors (industry) and one of them is gastronomy. The city of Bandung is a growth center with excellence in several sectors, especially in the culinary field which is part of the regional identity and is growing rapidly. Snacks are a concrete manifestation of the development of the creative economy. The purpose of this research is to develop a creative economy as a forum for the Lengkong street food community in the city of Bandung. This research method is a qualitative and phenomenological approach through field studies. The result of this research is that Lengkong Street Food's culinary products can boost the economy of the city of Bandung very quickly. Food is no longer a consumer product to meet human biological needs, food has now become people's new way of life, which SMEs can upgrade to promote business. The creative economy in the field of Lengkong Street Food snacks has been well implemented, however, every entrepreneur needs innovation because of the intense competition for snacks in the city of Bandung. In addition, it is advisable to expand the marketing network to be even wider. The government should provide additional support to MSME operators in the form of internet access and promotions.