Dari Legalitas Usaha menuju Kepercayaan Pelanggan: Studi Kasus Panglong Han’s Barokah
Keywords:
Business Legality, Business Credibility, Customer Trust, MSME Formalization, Business RelationshipsAbstract
Business legality is often discussed as an administrative requirement for micro, small, and medium enterprises (MSMEs), while its role in everyday customer relationships receives less attention. This study examines how business legality is understood and used to establish customer trust at Panglong Han’s Barokah, a building materials retailer in Kutacane, Aceh Tenggara, Indonesia. A qualitative case study was conducted using semi-structured interviews, direct observation of business activities, and examination of licensing documents. The findings indicate that the Business Identification Number (NIB) and related permits provide a recognizable basis for assessing the business’s legitimacy. According to the business owner, customers involved in construction projects sometimes request evidence of legality before proceeding with transactions. Licensing documents therefore serve not only as evidence of regulatory compliance but also as credentials in relationships with prospective business partners. The owner also described administrative difficulties encountered during registration, including unfamiliar procedures and online system constraints. These findings suggest that formalization may support customer confidence and access to business opportunities, although changes in sales, loyalty, and customer numbers cannot be established from the available evidence. The study highlights the relational value of business legality in local MSME trade.
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