The Role of Social Capital and Business Strategies in Developing the Business of Banten to Increase Balinese Women’s Employment

ABSTRACT Bali is famous around the world as the island of gods, since the majority of the inhabitants of Bali are Hindu. The Hindu religion and rituals cannot be separated. Each day Balinese woman make banten, as a ritual offering; but with many Balinese women now working outside the home, many decide to buy banten. Due to the demand, enterprises which sell banten have appeared. The purpose of this research is to discover the role of social capital and business strategies in developing the business of banten to increase women’s employment opportunities in Gianyar Regency, Bali. The business of banten has great future potential, with a marketing system that harnesses the flow of information by word of mouth. In an attempt to improve the welfare of the families of women who work in the business of banten, network, trust and norms as social capital play a very important role.