PERTUKARAN SOSIAL ANTARA PETANI BUAH APEL DENGAN PEMILIK USAHA KERIPIK APEL (STUDI PADA UKM GAPURA DI DESA TULUNGREJO KOTA BATU)

Social exchange describes the interaction between people or groups in society that includes material and non-material exchanges. One of the characteristics of social exchange is the existence of costs and rewards. Humans are social creatures who are constantly engaged with others to meet the needs of life. Social exchange to meet the needs of life is also inseparable from the lives of people who depend on the agricultural and industrial sectors. This study aims to describe how social exchanges and intrinsic and extrinsic relationships between apple farmers and Gapura SME owners in Tulungrejo Village, Batu City. The research method uses a qualitative approach with phenomenological types. Data collection is in the form of observation, interviews, and documentation. The theory of social exchange developed by George C. Homans and Peter M. Blau is used to analyze social exchange. The results of the study show that the form of social exchange between apple farmers and Gapura SME owners is in the form of fulfilling needs and social relationships. The social exchange occurs because of the cost and reward. Meanwhile, the form of intrinsic relationships is seen in the form of loyalty, kinship, neighborliness, and social visits. The form of extrinsic relationships can be seen from the existence of a buying and selling relationship.