The Role of Social Capital in Clove Marketing: A Case Study of Rural South Sulawesi
Abstract
This study aims to analyze the clove marketing channels and the role of social capital in supporting the marketing process in Mamampang Village, Tombolopao Sub-district, Gowa Regency. Adopting a qualitative case study design, data were collected from clove farmers, collecting traders, and large traders through in-depth interviews. The results show two main marketing channels: (1) farmers sell wet cloves to intermediary traders who then pass the product to large traders and industries, and (2) farmers sell dried cloves directly to large traders to obtain higher prices and greater market control. Social capital plays a strategic role in the selection and effectiveness of these marketing channels. Elements such as trust, reciprocal relationships, and adherence to social norms enable capital borrowing without collateral, promote knowledge exchange, and ensure compliance with informal agreements. Strong community values, particularly gotong royong and solidarity, reinforce the resilience and adaptability of clove marketing systems. The integration of social and digital networks also enhances market information access and supports sustainable marketing practices. These findings underscore the importance of strengthening social capital as a means to improve farmers' welfare, increase market efficiency, and build sustainable agricultural marketing frameworks.
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