SOCIAL CAPITAL OF KNOWN CRAFTSMAN IN MAINTAINING BUSINESS EXISTENCE IN BAPANG HAMLET SUMBERMULYO CILLAGE JOGOROTO DISTRICT

This research aims to understand the role of social capital in maintaining the existence of tofu craftsmen's businesses in Bapang hamlet, Sumbermulyo village, Jogoroto subdistrict. Social capital can include beliefs, values and norms, as well as social networks which play an important role in supporting the sustainability of small and medium enterprises (SMEs). This research method uses a qualitative method with a case study approach, conducting observations, in-depth interviews, and analyzing documents. The results of this research are that social capital plays an important role in building trust, social networks, values and norms. Trust is implemented by tofu craftsmen by maintaining quality, providing annual rewards to employees and customers. A social network that has an influence on maintaining its existence and making it easier to interact with employees and customers. The values and norms applied by craftsmen know for their customers and employees by providing good service, being polite, friendly and honest in providing prices. Tofu factory owners who carry out their existence by providing customer satisfaction by giving rewards in the form of bonuses (an additional amount of tofu) or as loyal customers who can increase trust in customers and annual rewards given to their customers. And choose raw materials that have consistent standards to maintain taste and quality.