Skripsi

KETERLEKATAN SOSIAL DALAM PEMASARAN GULA AREN PADA UMKM KUPS GULA AREN WANAJAYA DI DESA SENDANG BARU, KECAMATAN SENDANG AGUNG, LAMPUNG TENGAH.

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This research focuses on discussing relational embeddedness and structural embeddedness in the marketing of palm sugar at the MSMEs Kups Palm Sugar Wanajaya. Social embeddedness in marketing palm sugar is manifested by the attachment between MSMEs and customers, apart from that it is also manifested by the attachment between MSMEs actors, palm sugar retailers, palm sugar suppliers. The aim of this research is to find out how social embeddedness is in the marketing of palm sugar in the MSME Kups Palm Sugar Wanajaya. This research uses a qualitative method by selecting informants purposively in order to obtain informants regarding the topics raised. The results of this research show that relational embeddedness in Kups Gulaen Wanajaya MSMEs, takes the form of emotional and social relationships that exist in strong ties (among MSMEs teams) and weak ties (MSMEs and customers). Then the results of this research also show that structuralembeddedness in product marketing at the MSMEs Kups Palm Sugar Wanajaya is connected to external parties, namely suppliers, retailers and customers. Keywords: Social embeddedness, relational embeddedness, structural embeddedness, marketing, MSMEs Kups Palm Sugar Wanajaya.

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Availability

Detail Information

Series Title

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Call Number

T1574602024

Publisher

Indralaya : Prodi Sosiologi, Fakultas Ilmu Sosial Dan Politik Universitas Sriwijaya., 2024

Collation

xv, 32 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

338.642 07

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Prodi Sosiologi
Usaha kecil dan menengah (UMKM)

Specific Detail Info

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Statement of Responsibility

TUTI

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