EFFORTS TO BUILD SOCIAL CAPITAL IN IMPROVING MARKETING PRODUCT OF MICRO, SMALL AND MEDIUM ENTERPRISES (MSMEs)

Elviati, Elviati and Yonariza, Yonariza and Ridwan, Endrizal and Hasnah, Hasnah (2019) EFFORTS TO BUILD SOCIAL CAPITAL IN IMPROVING MARKETING PRODUCT OF MICRO, SMALL AND MEDIUM ENTERPRISES (MSMEs). International Journal Of Advanced Research (IJAR), 7 (8). pp. 344-352. ISSN 2320-5407

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Abstract

Social capital is a social relationship that can provide tangible benefits to the development of the organization, therefore it can be further understood as a resource. Social capital is seen as being able to increase the productive activities of business marketing. One proof of social capital is needed in marketing, especially in establishing business networks and cooperation for marketing, and therefore needs to be built to be well maintained. The purpose of this study is to analyze the use of social capital and efforts to build social capital in public companies in marketing products. This research uses a quantitative descriptive approach. Data obtained through in-depth interviews and direct observation. This study was conducted on 98 respondents of micro small and medium enterprises engaged specifically in local food processing. The results showed that MSMEs entrepreneurs in Payakumbuh, Indonesia had utilized social capital for product marketing activities such as trust, norms, networks, this was also encouraged by efforts to build social capital so that it continued to exist among business actors so that it could be utilized for marketing. The existence of social capital can encourage the solution of marketing problems through the improvement of business networks. Social capital that is built well by MSMEs can be a means to increase marketing

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