PERAN MODAL SOSIAL PADA KEBERLANJUTAN USAHA LINTAS GENERASI DI LOE LAN ING KECAMATAN BABAT LAMONGAN

This study focuses on examining the role of social capital in sustaining the cross-generational business of Wingko Loe Lan Ing, located in Babat, Lamongan District. The research utilized a phenomenological qualitative approach, drawing on both primary and secondary data sources. Data was collected through interviews, literature reviews, and documentation. The central aim is to understand how social capital supports the sustainability of Wingko Loe Lan Ing, a business established in 1898, now managed by its fifth generation. A source triangulation method was used to ensure data validity, followed by analysis and conclusions. The findings reveal a well-balanced application of social capital within the business, rooted in norms, trust, reciprocity, and networks that are consistently upheld. Norms followed by successors, families, and employees, ensure the smooth functioning of operations. The trust fostered within the family and with employees serves a key asset for maintaining business longevity. Reciprocal relationships between employees, partnership and other stakeholders promote collaboration and productivity. Additionally, robust internal networks with customers through product promotion and innovation, contribute to the business's ongoing sustainability. By leveraging social capital effectively, Wingko Loe Lan Ing has successfully preserved its traditions while adapting to modern changes. This approach has enabled the business to endure through five generations, thriving in the face of competition.