The Intensity of Social Capital Function to Strengthening the Bargaining Position of Craftsmen in the Marketing Souvenirs of Processed Coconut Waste

Abstract

Posisi tawar yang lemah dalam pemasaran produk merupakan persoalan serius bagi petani termasuk yang melakukan diversifikasi pola nafkah sebagai pengrajin souvenir. Pedagang pengumpul dan pengecer dominan menetapkan harga souvenir. Pengrajin souvenir pasrah menerima berapa pun ketetapan tingkat harga. Sebagai konsekuensi, pengrajin souvenir di perdesaan Baturaden dan Purbalingga Wetan kesulitan memperoleh keuntungan dari usaha mikro souvenir. Hasil penelitian ini menemukan bahwa suatu solusi untuk mengatasi persoalan posisi tawar pengrajin yang lemah dalam pemasaran produk souvenir ialah melalui pemanfaatan pendekatan kreasi modal sosial. Intensitas fungsi jejaring kerja sama, saling percaya, nilai, dan norma memiliki nilai berbeda pada setiap kegiatan posisi tawar. Dominasi harga oleh pedagang pengumpul dan pengecer bukan hanya dikarenakan hubungan patron-klien yang dilematis. Kualitas produk souvenir yang kurang bermutu ternyata turut menjadi penyebab posisi tawar pengrajin lemah. Kreasi modal sosial memiliki fungsi nyata pada penguatan posisi tawar pengrajin dalam pemasaran souvenir. Intensitas fungsi modal sosial perlu ditingkatkan melalui pengembangan mutu produk, keberanian tawar menawar, dan pengambilan keputusan harga secara bersepakat. Kata kunci: fungsi modal sosial, intensitas, mutu produk, pengrajin, posisi tawar ABSTRACT A weak bargaining position in product marketing is a serious problem for farmers including those who diversify their livelihood patterns as souvenir craftsmen. Collector traders and retailers are dominant to set prices for souvenirs. Souvenir craftsmen surrender to accept any price level determination. As a consequence, souvenir craftsmen in the villages of Baturaden and Purbalingga Wetan have difficulties in earning profits from micro-souvenir businesses. The results of this study found that a solution to overcome the problem of the weak bargaining position of craftsmen in marketing souvenir products is through the use of a social-capital creation approach. The intensity of network functions of cooperation, mutual trust, values, and norms have different values in each bargaining position activity. Price domination by collectors and retailers is not only due to the dilemma of patron-client relationships. The qualities of souvenir products that are still not qualified turned out to be the cause of the weak bargaining position of craftsmen. The creation of social capital has a real function to strengthen the bargaining position of craftsmen in marketing souvenirs. The intensity of the function of social capital needs to be increased through the development of product quality, bargaining courage, and the ability to make price decisions in an agreement.