Increasing Business Independence through Entrepreneurial Behavior and Marketing Digitalization at Dupa Andini Msmes in Gianyar, Bali

MSMEs have an important role in encouraging regional economic growth, including in Gianyar Regency which is known as the center of the creative industry. One of the potential MSMEs is Andini Incense Incense, which produces incense for religious ceremonies, household consumption, and the tourism sector. However, business development still faces challenges in the form of limited product innovation, narrow marketing networks, and low adoption of digital technology. This study aims to analyze the influence of entrepreneurial behavior and digital marketing strategies on increasing the independence of Andini's Incense business. The method used is a qualitative approach through observation, interviews, and business mentoring, which focuses on aspects of innovation, proactiveness, courage to take risks, and the use of digital media in product marketing. The results of the study show that strengthening entrepreneurial behavior is able to encourage the creation of a variety of innovative products, while the implementation of digital marketing strategies through marketplaces and social media increases market reach and competitiveness. Thus, the integration of entrepreneurial behavior and digital marketing is a key factor in building the independence of Dupa Andini MSMEs to be more adaptive and sustainable in the era of global competition.