INDUSTRI BESAR VS INDUSTRI RUMAHAN (Studi Kasus di Sentra Industri Bakpia Pathuk, Kampung Purwodiningratan, Kelurahan Ngampilan, kecamatan Ngampilan, Provinsi D.I.Yogyakarta)

CAHYA SAPUTRA, Dr.Setiadi, M.Si.

2017 | Skripsi | S1 ANTROPOLOGI BUDAYA

INTISARI Makanan menjadi salah satu kebutuhan pokok manusia. Hal tersebut tidak memungkiri kemungkinan untuk memperebutkan satu makanan yang sama. Kebutuhan mendasar inilah yang kemudian memperbesar kemungkinan dari zaman ke zaman makin bervariasi, saling memberi ide serta saling bersaing. Globalisasi, media sosial, serta berbagai tempat wisata mempermudah makanan mencuat menjadi salah satu komoditas yang diperdagangkan dan diperebutkan. Yogyakarta adalah sebuah kota dengan berbagai macam jenis makanan khas. Di antara gudeg, geplak, kipo, thiwul, serta makanan lain, muncul pula bakpia. Bakpia menjadi salah satu makanan pendatang baru yang kini diminati oleh banyak orang. Makanan yang diusung oleh keturunan etnis Tiongkok mampu menjadi oleh-oleh khas Jogja. Makanan yang awalnya tidak dilirik perlahan mampu menjadi salah satu tonggak promosi wisata. Tulisan ini bertujuan memahami dan membahas tentang proses produksi serta pemasaran yang mumpuni oleh para pelaku dagang. Sentra Industri Bakpia yang terletak di sebelah barat jantung kota Jogja menjadi titik dimana para konsumen mencari salah satu oleh-oleh khas yang tenar saat ini. Penelitian ini berpusat pada kampung Purwodiningratan, Kelurahan Ngampilan, Kecamatan Ngampilan. Penelitian lapangan berlangsung selama bulan September-Oktober 2014. Menggunakan metode pemilihan informan, observasi partisipan, wawancara mendalam, dan analisis data menjadi cara saya untuk melihat proses produksi dan pemasaran yang tersaji di wilayah tersebut. Terdapat pedagang industri besar serta industri rumah/bakpia kampung yang bersiap menyambut kedatangan para pembeli. Keselarasan toko-toko yang berderet tersimpan berbagai macam persaingan. Perbedaan proses produksi, pemasaran, tenaga kerja menjadi pembeda di antara dua pelaku industri. Kebijakan individu dan kelompok juga menjadi salah satu faktor perbedaan. Inovasi menjadi salah satu syarat pelaku industri demi memajukan usaha di tengah persaingan.

ABSTRACT Food became one of the basic human needs. It does not deny the possibility to compete for the same food. The fundamental requirement is then enlarge the possibility of more varied age to age, exchanging ideas and competing. Globalization, social media, as well as various attractions makes it become one of the sticking of food commodities traded and contested. Yogyakarta is a city with a variety of specialties. Among gudeg, geplak, kipo, thiwul, as well as other foods, there are also bakpia. Bakpia be one of the meal newcomers are now in demand by many people. Food brought by descendants of ethnic Chinese to become souvenirs of Jogja. The food was initially not ogled slowly able to become one of the pillars of tourism promotion. This paper aims to understand and discuss the production process as well as marketing are qualified by the traders.Industrial centers Bakpia which is located west of the heart of Yogyakarta becomes the point where consumers are looking for one of the typical souvenirs of fame today. My research centers on Purwodiningratan village, Village Ngampilan, District Ngampilan. Using the method of selecting informants, participant observation and analysis of the data became my way to see the dynamics of trade is presented in the region. Industrial centers Bakpia which is located west of the heart of Yogyakarta becomes the point where consumers are looking for one of the typical souvenirs of fame today. My research centers on Purwodiningratan village, Village Ngampilan, District Ngampilan. Field research took place duringthe months of September-October 2014. Using the method of selecting informants, participant observation, in depth interviews, and analysis of data into my way to see the production and marketing process are presented in the region. There is a large industry traders and home industry / bakpia village is preparing to welcome the arrival of buyers. Alignment of the shops that lined the stored various kinds of competition. Differences in the process of production, marketing, labor made the difference between the two players in the industry. Individual and group policies is also one factor differences. Innovation becomes one of the conditions to promote the industry players in the competitive business.

Kata Kunci : makanan, bakpia, Yogyakarta, produksi, pemasaran, inovasi