The Influence of Paid Marketing on Instagram on Toast, Pastry and Bakery Business in the City of Bandung

Digital marketing has become one of the main factors in the growth of culinary businesses, especially in big cities like Bandung that have a high level of competition in this industry. This study aims to analyze the influence of digital marketing on the development of culinary businesses, especially baked bread, pastries and bakeries in the city of Bandung, with an emphasis on the use of social media, online delivery services, and data-based marketing strategies. The research method applied is a quantitative approach through data collection with a survey of culinary business actors in the city of Bandung. The results of the study show that digital marketing has a significant role in increasing brand visibility, expanding market reach, and increasing sales. Platforms such as Instagram, TikTok, and online delivery services are the main means of attracting new customers while retaining old ones. In addition, the use of data analytics provides assistance for business owners in understanding consumer preferences and optimizing their marketing strategies. However, challenges such as fierce competition and changes in social media algorithms are obstacles that businesses need to overcome. With the implementation of the right digital marketing strategy, culinary businesses in Bandung can grow more effectively and sustainably.