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All Journal Jejak digital: Jurnal Ilmiah Multidisiplin
Vio Argiansyah
Universitas PGRI Semarang
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Strategi Bertahan di Era Persaingan yang Ketat Pedagang Angkringan di Daerah Semarang Vio Argiansyah; Fatechatul Vitriyah; Rauly Sijabat
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 1 (2026): JANUARI
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/wg81ey75

Abstract

This study analyzes the survival strategies of street food vendors in the era of intense competition in Semarang. This research uses a qualitative phenomenological approach, with data analysis using thematic analysis methods based on Miles and Huberman. It can be concluded that the sustainability of street food vendors is inseparable from the ability of business owners to utilize existing resources and adapt to the dynamics of the business environment. This study shows that choosing a strategic location is a key factor in maintaining a business's existence, particularly for street food vendors located in educational areas. The location in front of the PGRI Semarang University campus provides a relatively stable flow of customers, especially among students, thus supporting the business's long-term sustainability. This confirms that location decisions are not merely technical factors but part of a competitive strategy that determines the competitiveness of street
Co-Authors Fatechatul Vitriyah Sijabat, Rauly