Jaringan Sosial dalam Sistem Agribisnis Sayur: Peran Pertukaran Sosial dalam Membentuk Kemitraan yang Berkelanjutan

Abstract

This research explores the pivotal role of social exchange in shaping sustainable partnerships between vegetable farmers and customers in Dusun Wayari. Within the framework of a qualitative approach with in-depth interviews as the research method, this study identifies two primary dimensions of social relations within the vegetable agribusiness system in Dusun Wayari: the associative dimension and the disassociative dimension. The research findings indicate that social exchange plays a central role in establishing close relationships between vegetable farmers and customers. During the process of ordering and harvesting vegetables, the interdependence between farmers and customers serves as a strong foundation for mutually beneficial social relations. Farmers provide high-quality products, while customers offer financial support and long-term commitment. This study underscores that social relations based on social exchange play a key role in creating sustainable partnerships in the vegetable agribusiness. In addition to benefiting farmers and customers, these relations also contribute to the collective well-being within the local community. Therefore, a deeper understanding of social relations within this agribusiness system has the potential to provide valuable insights and practical guidance for the development of sustainable business models in agriculture and other local business sectors.