Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Journal of Business Economics and Management
Evi Dwi Lestari
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pamulang
Economics, Econometrics & Finance

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Strategi Pedagang Kaki Lima Dalam Mempertahankan Kinerja Usaha Di Tengah Persaingan Di Sekitar Kampus Pusat Universitas Pamulang Evi Dwi Lestari; Sindy Audia Kusumawati; Ria Aulia
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 3 No. 2 (2026): Oktober-Desember
Publisher : GLOBAL SCIENTS PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jbem.v3i2.2119

Abstract

This study aims to describe the strategies employed by street vendors (PKL) to maintain business performance amid competition around the Main Campus of Universitas Pamulang. Using a descriptive qualitative approach, data were collected from five informants selected through purposive sampling, interviews, observation, documentation, and literature review. Data were analyzed descriptively using obstacle categorization, SWOT analysis, the TOWS matrix, and expert triangulation. The findings indicate that street vendors maintain business performance by ensuring product quality, adjusting prices, providing friendly service, maintaining customer relationships, and managing raw material inventories. These strategies are adapted to product characteristics, trading experience, capital capacity, and business environment conditions. Competition is influenced by other vendors, campus activities, weather, raw material prices, and changing consumer demand. Business performance is reflected in vendors’ ability to retain customers, cover operational costs, and sustain their businesses despite fluctuating sales. Therefore, business sustainability requires effective resource management, consistent product quality and service, and adaptability to changing market conditions.
Co-Authors Ria Aulia Sindy Audia Kusumawati