Peran Modal Sosial Dalam Mendukung Keberlanjutan Usaha Ladys.Id Ponorogo

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's economy. Ladys.ID, a fashion-based MSME in Ponorogo, faces sustainability challenges such as low consumer trust, limited social networks, and tight market competition. This study aims to analyze the forms, challenges, and impacts of social capital in supporting the sustainability of Ladys.ID. A descriptive qualitative method was used, with data collected through interviews, observation, and documentation from business owners, employees, consumers, government, and the local community. The results reveal that social capital at Ladys.ID is manifested through trust, social norms, and networking, which contribute to customer loyalty, a harmonious work environment, and wider market access. Despite several obstacles such as rapid fashion trends, an unstrategic location, and limited collaboration among similar businesses social capital has proven to significantly support the business's resilience and adaptability. Strengthening social capital is crucial for improving the competitiveness and long-term sustainability of MSMEs in the digital era.