Why Are the Business Relations of Craftsmen Slow in the Commercialization of Cococraft Products?

DOI

10.2991/978-94-6463-819-6_14How to use a DOI?

Keywords

Cococraft; product commercialization; off-farm; craftsmen; social relations

Abstract

Social relations are a strategic necessity for increasing the productivity of off-farm agricultural enterprises. The marketing techniques for off-farm products are varied. Product commercialization is a potential marketing requirement to expand markets. However, commercialization is difficult to achieve due to slow business relations. This study aims to examine in depth the reasons behind the importance of social relations for the commercialization of Cococraft products, which are made from coconut waste. The research location was deliberately chosen in Purbalingga Wetan Village, Purbalingga Wetan Sub- district, Purbalingga Regency, Central Java Province. The research method used is grounded research with a qualitative approach.

The findings of the study indicate that the most dominant reasons include rare opportunities for networking, minimal direct contact, and limited social interaction and communication, making it difficult for the informants to establish business relations with collectors, intermediaries, tourist market managers, kiosk and shop traders in local markets, regular customers, and exhibition organizers. Other dominant reasons include limited social interactions, time constraints, minimal use of information technology, difficulties in selecting and packaging messages, and reluctance to initiate sharing information about Cococraft product commercialization. All these underlying reasons for the informants’ slow business relations, which complicate the commercialization of Cococraft, can be resolved with solutions that begin with increasing awareness, willingness, motivation, and the informants’ skills in soft skills for building business relations to strengthen market potential through product commercialization.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dumasari Dumasari
AU  - Dinda Dewi Aisyah
AU  - Sulistyani Budiningsih
AU  - Maria Mu’ti Wulandari
PY  - 2025
DA  - 2025/08/30
TI  - Why Are the Business Relations of Craftsmen Slow in the Commercialization of Cococraft Products?
BT  - Proceedings of the International Conference on Agriculture, Food, and Environment (ICAFE 2024)
PB  - Atlantis Press
SP  - 145
EP  - 156
SN  - 3005-155X
UR  - https://doi.org/10.2991/978-94-6463-819-6_14
DO  - 10.2991/978-94-6463-819-6_14
ID  - Dumasari2025
ER  -