EMBEDEDDNESS OF SOCIO-ECONOMIC ACTIONS: SOUVENIR VENDORS AT SUKAWATI ARTS MARKET, INDONESIA

Abstrak

This research delves into the socio-economic behaviours of Balinese souvenir vendors at Sukawati Gianyar Art Market. The objective is to analyse and understand the connections between these traders. The study uses a qualitative approach with a descriptive-explanatory methodology. The research employs Mark Granovetter's Embeddedness of Socio-Economic Action theory to analyse the findings. The findings reveal a web of relationships between the vendors, which the study divides into two categories: undersocialized and oversocialized. While both concepts are present, the vendors generally lean towards the oversocialized concept, highlighting their strong regard for customary norms such as mutual aid, acceptance, compassion, and nurturing positive relationships that foster a harmonious environment.

Key words: embeddedness, Granovetter, socio-economic actions, souvenir vendors