Jurnal Lindayasos Volume 22 No. 1 Juni 2023

Abstract

In general, micro businesses have weaknesses in marketing, including product, price, place and promotion. so it is slow in developing its business. Micro business have social capital, namely trust, norms and networks that can be utilized. The purpose of this study was to determine and describe the conditions of micro business in Banjaran Village, Majalengka Regency, including: marketing of micro business products. The method used in this research is descriptive - qualitative. The data sources used are primary data sources and secondary data in a purposive way. The data collection techniques used were in-depth interviews, observations, and documentation studies. The results of the research show that 1. The marketing of micro businesses is still simple; unbranded product, no label, very simple packaging. Prices do not pay attention to similar products from competitors. Location of direct sales at production sites, traditional markets, selling points at stalls/shops. Promotion is done by word of mouth. 2. The social capital that is owned starts from family, relatives, neighbors and friends of fellow micro-businesses, and grows together with the local customs of the Banjaran Village community, social capital forms networks, a sense of trust, social norms, among employees and micro-entrepreneurs. 3. Utilization of social capital in the marketing strategy of micro business is found in the form of good mutual cooperation between them in producing, agreeing on product selling prices, selling points together, providing information and well-maintained communication with fellow micro-businesses and consumers. In conclusion, the marketing of micro business products in Banjaran village, Majalengka district is still simple, they have quite good social capital and have been put to good use, the drawback is that they have limited knowledge about marketing.Keywords: Social Capital, Marketing, Micro Business.