Modal Sosial dan Strategi Dominasi Pedagang Mobil Etnis Cina (Studi di jalan Nibung Raya Kecamatan Medan Petisah)

Abstract

This research raises the title Social Capital and Strategy for Domination of Chinese Ethnic Car Traders on Jalan Nibung Raya, Medan Petisah District. In this study, the author wants to see how social capital and the domination strategy of ethnic Chinese car dealers are on Jalan Nibung Raya. The basis for the analysis of this research uses the theory of Social Capital from Piere Bourdieu which states that there are four types of capital, namely economic capital, social capital, cultural capital, and symbolic capital. The research method used is a qualitative research method with a descriptive approach and the selection of informants through accidental sampling technique. This method aims to get a comprehensive and systematic picture of social phenomena or phenomena that exist in society. The research location is on Jalan Nibung Raya, Central Petisah District, Medan City, North Sumatra Province. The criteria for the informants in this study were the ethnic Chinese owners or entrepreneurs buying and selling cars on Jalan Nibung Raya. The data collection techniques were carried out by observation, interviews and documentation as well as from books and journals from libraries and the internet. The results of this study indicate that the social capital owned by the ethnic Chinese in Jalan Nibung Raya are social capital, economic capital and cultural capital. The social capital that was carried out was to implement a cashbon system and social networks among ethnic Chinese car dealers. The social capital formed is in the form of developing material in the form of money capital and promotional media. As well as for cultural capital in the form of unyielding attitude, time is money attitude, work ethic and disciplined attitude. The domination strategy is carried out by learning to trade from a young age, prioritizing customer satisfaction, being frugal and cooperating with car dealers around.