Skripsi

MODAL SOSIAL PEDAGANG KOPI KELILING MODERN DALAM MENJAGA KEBERLANGSUNGAN USAHA DI KOTA PALEMBANG

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The development of coffee consumption culture in urban communities has spurred the emergence of more flexible, adaptive coffee businesses, including modern mobile coffee businesses. Amid increasing business competition and changing consumer preferences, modern mobile coffee vendors must sustain their businesses through various strategies, including utilising social capital. This study aims to analyse the role of social capital among modern mobile coffee vendors in sustaining their businesses in Palembang City. This research employed a descriptive qualitative approach grounded in Robert D. Putnam's theory of social capital, which comprises social networks, trust, and social norms. Data were collected through observation, in-depth interviews, and documentation involving modern mobile coffee vendors in the Taman Lansia POM IX area of Palembang City. The findings reveal that vendors develop social capital through relationships with customers, fellow vendors, suppliers, and business communities. These social networks serve as sources of information, promotional media, and opportunities for business development. Trust established through service quality, product consistency, and positive interactions enhances customer loyalty and strengthens relationships among business actors. In addition, social norms such as respecting selling locations, maintaining good relationships, and providing mutual support among vendors foster harmonious cooperation in business activities. Vendors utilise social capital to expand customer networks, cope with business competition, gain social support, and maintain business stability amid the dynamics of urban economic life. Therefore, social capital plays an important role in supporting the business sustainability of modern mobile coffee vendors in Palembang City. Keywords: social capital, modern mobile coffee vendors, social networks, trust, social norms, business sustainability.

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Detail Information

Series Title

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Call Number

T1975122026

Publisher

Indralaya : Prodi Sosiologi, Fakultas Ilmu Sosial Dan Politik Universitas Sriwijaya., 2026

Collation

xiv, 71 hlm.; ilus.; tab.; 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)

usaha kecil
Prodi Sosiologi

Specific Detail Info

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Statement of Responsibility

TUTI

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