Jaringan sosial dan keberlanjutan usaha kecil (Studi Kasus Pada Pengusaha Papan Bunga Kota Medan)

Abstract

Micro, Small and Medium Enterprises (MSMEs) are described as businesses run by individuals, households, or small business entities. Flower boards are the MSME business sector. In running their business, flower board entrepreneurs have to face competitors. The emergence of the concept of social networks has become an impetus in the development of business networks for business actors. So that they have the knowledge to behave, act, and behave that will have positive implications for productivity. This study aims to determine the relationship of social networks to the sustainability of the flower board business. The research method uses a mixed methods approach, which is a step by combining two approaches in research, namely qualitative and quantitative. Data was collected using interviews and questionnaires with a sample of 100 respondents. The results of the study indicate that there is a relationship between social networks and the sustainability of the flower board business. Where social networks that facilitate the transaction process allow entrepreneurs to adapt their business activities more flexibly to the fluctuations in market demand. The social network in the flower board business can be seen from the various joint activities in the florist association.