Detail Karya Ilmiah

  • PERAN MODAL SOSIAL DALAM PEMASARAN MAKANAN KHAS TAPE (Studi Kasus Di Desa Kerang Kecamatan Sukosari Kabupaten Bondowoso)
    Penulis : ERWIN DIANA
    Dosen Pembimbing I : Khoirul Rosyadi, Ph.D
    Dosen Pembimbing II :
    Abstraksi

    Ringkasan Dalam Pemasaran makanan khas tape, modal sosial sangat membantu dan berperan penting didalamnya karena modal sosial mengharuskan seorang produsen makanan khas tape membentuk dan memperluas jaringan yang dilandasi dengan kepercayan, dan norma sehingga mampu bekerja sama dan saling menguntungkan. Adanya modal sosial membuat makanan khas tape di minati oleh berbagai kalangan, mampu berkembang dan semakin meluas ke berbagai kota. Hasil dari penelitian ini yaitu meningkatnya pemasaran makanan khas tape modal sosial di bentuk melalui jaringan keluarga, pertemanan, pelanggan, produsen yang berinteraksi dengan konsumen baru setiap harinya. Selain itu kepercayaan juga memperkuat hubungan antar produsen dan konsumen yaitu dengan mempercayai produk yang sudah di produksi, kepercayaan juga menciptakan pemasaran makanan khas tape semakin meluas. Dalam lingkup pegawai kepercayaan terjalin dengan adanya kerjasama yang tinggi, menjaga kualitas makanan khas tape, terus memperbarui produk makanan khas tape. Kata kunci: Modal Sosial, Pemasaran, Makanan Khas Tape.

    Abstraction

    ABSTRACT In marketing tape as typical food, social capital is very helpful and has an important role because social capital requires manufacturers of tape to create and expand the network based on the trust, values, and norms so they can work together and mutually beneficial. The social capital makes tape as typical food is demanded by every people, capable of evolving and expanding to various cities. The results of this study are in the increase of tape marketing, the social capital is created through a network of family, friends, customers, and the manufacturers that interact with the customers every day. In addition, the trust also strengthen the relationship between the manufacturers and customers, such as to trust the products, the trust also makes the marketing of tape becomes more widespread. Among employees, the trust is established by working with high cooperation, maintaining the quality of tape, and updating the product of tape as typical food. Keywords: Social Capital, Marketing, Tape as Typical Food.

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