Modal Sosial Industri Kecil Keripik Sambal Teri Khas Sibolga (Studi Kasus Jejaring Pemasaran Pedagang Keripik Sambal Teri Khas Sibolga)

Abstract

This research raises the title of social capital of small industry of Sibolga chili chips, a case study of marketing network of Sibolga chili chips traders. In this study, the authors want to see how the role of social capital in the small industry of chili chips of Sibolga and how the marketing network exists in the chili chip industry Sibolga. The city of Sibolga is known for its beach and sea tourism, bringing many local and foreign tourists to come to visit. This creates opportunities to do business and livelihoods for the community, one of which is the Sibolga chili chip snack business. Small industries of chili chips in the city of Sibolga can already be found in many locations in the city of Sibolga to the city of Pandan in Central Tapanuli. In creating this business, of course, requires cooperation with businesses that support starting from production to distribution of their products to reach the hands of consumers. Therefore, the author will discuss about the social capital of the small industry of chili chips of Sibolga and the marketing network of chips. In this study, the research method used is a descriptive study with a qualitative approach. Qualitative descriptive research aims to describe, summarize various conditions, various situations, or various social reality phenomena that exist in the community that are the object of research and seek to draw that reality to the surface as a feature, character, trait, model, sign, or description of the condition. particular situation, or phenomenon. Data collection techniques were carried out by observation, in-depth interviews, and documentation. The results of the study show that in the small industry, Sibolga's chili chips have social capital in the form of: a. Trust. Trust is formed between raw material providers, distributors, and consumers with the concept of subscription. b. Norm. The creation of norms in the chili chip industry, which is typical of Sibolga, will maintain price stability in the market and maintain the characteristics of each recipe for the chili chip industry, thereby creating their own uniqueness. c. Network. The form of the network is a provider of raw materials with small industry players of Sibolga's chili chips.