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

AFIFA, FIRA KUNI and Sartika, Diana Dewi (2024) KETERLEKATAN SOSIAL DALAM PEMASARAN GULA AREN PADA UMKM KUPS GULA AREN WANAJAYA DI DESA SENDANG BARU, KECAMATAN SENDANG AGUNG, LAMPUNG TENGAH. Undergraduate thesis, Sriwijaya University.

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Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Keterlekatan sosial, keterlekatan relasional, keterlekatan struktural, pemasaran, UMKM Kups Gula Aren Wanajaya
Subjects:	H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions:	07-Faculty of Social and Politic Science > 69201-Sociology (S1)
Depositing User:	Fira Kuni Afifa
Date Deposited:	18 Sep 2024 03:15
Last Modified:	18 Sep 2024 03:15
URI:	http://repository.unsri.ac.id/id/eprint/157460

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