STRATEGI PENGEMBANGAN UMKM DI KAWASAN KAJOETANGAN HERITAGE KOTA MALANG (Studi Pengembangan Umkm Di Kawasan Kayutangan Heritage Kelurahan Kauman Kecamatan Klojen Kota Malang)

This research aims to analyze, examine, and evaluate the development of micro, small, and medium enterprises (MSMEs) in the Kajoetangan Heritage area of Malang City, including strategies to enhance their competitiveness and business sustainability, particularly in facing increasingly complex challenges in the era of globalization. The study employs a qualitative approach with descriptive research, using Schneider’s theory of industrial sociology as an analytical tool. This theory explains the relationship between income levels and social status, social status and social mobility, mobility and lifestyle, and lifestyle and social prestige. The findings indicate that income determines social status, opens access to resources, and accelerates social mobility, which in turn strengthens social recognition, expands networks, and transforms lifestyles and societal positions. As a result, the Kayutangan community has become a modern, adaptive, and competitive middle class. Economic advancement also helps shape new identities, values, and social statuses. This transformation demonstrates that consumption and lifestyle serve as symbols of new class success, but also carry the risk of symbolic inequality if not accompanied by inclusive policies and sustainable assistance.