Abstrak
<p align="center"><em>Some experts argue that farmers do not have the spirit of hard work. The above opinion is not entirely true, especially if faced with the reality of life of rubber farmers of Dayak Bakumpai tribe in Jangkang Baru Village. The rubber farmers in the village succeeded in expanding their business from rubber tappers to rubber masters. How did they succeed? What values underlied their morale? This research seeks to the two questions. This research uses qualitative approach with phenomenological study. Data collection is done through participant observation, in-depth interviews, and documentatary study. Data analysis is done from the beginning and during the research process, to come to the conclusion. Research results show that there are three values that underlie their work ethic. First: religious values including the obligation to give a living to the family, the obligation to send their children to school, the urge to become muzaki, and a strong desire to be able to perform hajj and give charity. Second: local cultural values including: </em><em>tambangan mampatiruh anak kuluh kurik huwang tuyang</em><em>, local slogan Iya mulik bengkan turan and hahandep. Third: the rational value. The ability to unite the three values (sinergizing all the three velues) makes them successful develop their businesses.</em></p>