ANALISIS MODAL SOSIAL DALAM MENJAGA REPUTASI USAHA SANGKAR BURUNG “CAHAYA SANGKAR” (Studi di Desa Gedog Wetan, Kabupaten Malang)

The aim of this research itself is to find out the role of social capital in maintaining the existence of the Cahaya Sangkar bird cage business. This research is entitled Analysis of Social Capital in Maintaining the Existence of the Cahaya Sangkar Bird Cage Business (Study in Gedog Wetan Village). This research method uses a qualitative method, meaning that the research is more focused on describing the nature or essence of the value of a particular object or symptom. Sunyoto Usman's Social Capital Theory, in this theory there are three important aspects that need to be analyzed, namely social trust, networking, and reciprocal relationships. Social capital is often used by individuals or groups to build relationships or networks that are economically and socially beneficial. Sunyoto Usman explained that social capital is commonly associated with the ability to manage, improve and utilize social relationships as resources that are invested to obtain economic benefits or social benefits. The results of this research are as follows: in networking, owners create collaborations or networks with workers, other bird cage entrepreneurs, craftsmen, raw material shops, markets, collectors and consumers. In a social trust, the owner does not monitor the workers directly because he trusts the craftsman and makes bird cages at home. Lastly, a reciprocal relationship is by getting help and information that benefits the business owner, such as prices, markets, sales places, raw materials and others. So, from the social capital that has been implemented by Cahaya Sangkar, this business can maintain its existence from the 1990s - 2024, even though it has reduced the number of employees as a result of the pandemic.