ASPECTS OF CULTURAL VALUES IN THE DEVELOPMENT OF TRANSITIONAL RURAL ENTREPENEURSHIP (CASE STUDY: SENTRA KERAMIK PLERED, PURWAKARTA REGENCY)

• Main Author: Awalina Muhyidin, Nabila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67363
• Institution: Institut Teknologi Bandung

Entrepreneurship in the rural transition context is a form of community response or strategy in creating economic opportunities through using local resources to deal with changing characteristics in rural areas. Regarding these changes, the entrepreneurs are required to have entrepreneurial behavior to recognize the dynamics of problems that may occur. Entrepreneurial behavior is an individual's choices and actions that are closely related to cultural values. Based on previous research, known that cultural values also influence the development of rural entrepreneurship. Therefore, to determine entrepreneurial behavior based on cultural values, this study aims to identify the influence of cultural values in shaping entrepreneurial behavior in dealing with changes in rural characteristics through a case study approach conducted at the Sentra Keramik Plered and using qualitative analysis methods. The result shows that in the value orientation of relationships with humans, the collective dimension influences the formation of entrepreneurial behavior, i.e., in the form of sharing knowledge and information. The present and future dimensions of time orientation are the next values that influence the formation of entrepreneurial behavior as indicated by the strengthening of relations and markets, product innovation, and the use of technology and information. In behavioral motivation orientation, uncertainty avoidance capacity is the dimension that most influences the formation of transitional rural entrepreneurial behavior, while the forms are pure risk, speculative risk, and financial risk. It concluded that cultural values had a significant effect on the formation of entrepreneurial behavior. The new understanding of transitional rural entrepreneurship in this study is used to encourage entrepreneurial behavior in facing changes in rural characteristics.