MENGANGKAT KEARIFAN LOKAL MELALUI KULINER KHAS ACEH: STUDI KASUS KEBERHASILAN RUMAH MAKAN CUT BIT

Abstract

Indonesia, especially Aceh, has a wealth of traditional culinary riches that are full of cultural values and local philosophy. However, the potential of Aceh's culinary specialties has not been fully utilized in the development of a culture-based economy. This study aims to examine how Rumah Makan Cut Bit has succeeded in elevating Aceh's local wisdom through traditional culinary as an effective business strategy as well as a means of preserving culture. The method used is a case study with a qualitative approach, including in-depth interviews with the owner and manager, as well as virtual observation of the business process and promotion. The results of the study show that the success of Rumah Makan Cut Bit is supported by strengthening cultural identity through authentic menus, presenting innovations that are attractive to the modern market, cultural experiences through interior design and atmosphere, services that prioritize local social values, and marketing strategies based on cultural narratives. Despite facing capital constraints and tight market competition, commitment to cultural values and innovation are the main factors that make this restaurant superior. This study confirms that the integration of local wisdom in culinary businesses can be an effective model in preserving culture as well as developing the creative economy in the region. These findings are expected to inspire other culinary entrepreneurs in optimizing the potential of local culture as a strength of business differentiation.