ANALISIS PERSEPSI PETANI TERHADAP KELAYAKAN USAHA PERTANIAN DI TENGAH ALIH FUNGSI LAHAN AKIBAT INDUSTRIALISASI

Abstract

The transformation of the economic structure in Nganjuk Regency, which is currently undergoing a massive transition toward industrialization, has brought significant impacts on the existence of local business units, particularly in the micro-enterprise sector. This study aims to provide an in-depth analysis of business feasibility aspects of family-based Micro, Small, and Medium Enterprises (MSMEs) amid the expansion of industrial zones that are increasingly dominating land use in Nganjuk Regency. Using a descriptive qualitative approach with an interpretative paradigm, primary data were collected through comprehensive field observations and in-depth interviews with family MSME actors located in areas directly affected by factory development within a radius of five kilometers from industrial estates. The findings reveal that although there are real threats in the form of competition for local labor and the conversion of productive land, family-based MSMEs in Nganjuk demonstrate high resilience through operational flexibility that is not possessed by large companies. These MSMEs maintain business feasibility by implementing product diversification strategies, simple digital marketing through social media platforms, and personalized services that create strong customer loyalty. Furthermore, the utilization of social capital in the form of trust and emotional bonds among family members enables these businesses to reduce operational costs and maintain workforce stability despite the pull of higher wages from the industrial sector. This study concludes that the success of family MSMEs largely depends on their capacity for innovation in responding to changes in consumption patterns within an industrial society. Business feasibility is determined not only by financial capital but also by the ability to integrate traditional family values with operational professionalism, including separation of business and household finances. Therefore, proactive policy synergy between local governments and the industrial sector is needed to both protect and empower family MSMEs as the main pillar of local economic resilience in Nganjuk Regency