The Role of Social Capital in the Existence of Coffee Shops in Salatiga (Case Study: Juwalan Kupi 729 Coffee Shop, Salatiga)
Abstract
ABSTRACT
This research discusses the role of social capital in the existence of Juwalan Kupi 729 shop in Salatiga city. Where coffee shops in Salatiga City have mushroomed so much that the purpose of this study is to find out how the role of social capital according to Robert Putnam in supporting the existence of Juwalan Kupi shop in the midst of the proliferation of coffee shops in Salatiga. The research method used in this study is a qualitative method that relies on in-depth interviews, direct observation of activities in the shop, and documentation. The results show that Kedai Juwalan Kupi utilizes social capital in the form of trust, networks and norms as a strategy to build strong social relationships between employees and customers. Trust between owners, employees and customers plays an important role in creating a comfortable atmosphere and customer loyalty. The social network formed at Kedai Juwalan Kupi both through social interaction between employees and customers as well as interaction through social media helps create a familiar atmosphere and becomes its own attraction. The norms that are applied such as openness, flexibility of work schedules, and cleanliness support the creation of a comfortable and professional work environment. This research shows how social capital plays an important role in the existence of coffee shops, but also strengthens the function of shops as inclusive social spaces.
Keywords: Social Capital, Trust, Networks, Norms
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