<![CDATA[Kreneng Traditional Market is one of the largest traditional trading centers in Denpasar City, with a high density of economic activity. The large number of vendors operating in this location creates intense business competition, which directly impacts their income and well-being. This situation necessitates a study to determine the factors that can influence their well-being. This study aims to analyze the influence of several variables, namely Business Capital, Length of Business, Working Hours, and Business Location, on the Welfare of Vendors at Kreneng Traditional Market. The approach used is quantitative with the causal associative method. Data collection techniques were carried out by distributing questionnaires to 111 vendors as respondents. The data obtained were then analyzed using multiple linear regression to determine the simultaneous and partial effects of each independent variable on the dependent variable. The results of the study indicate that simultaneously, all four independent variables, namely Business Capital, Length of Business, Working Hours, and Business Location, have a significant effect on Vendor Welfare. However, when viewed partially, only two variables have a significant effect, namely Business Capital and Business Location. Meanwhile, the variables of Business Length and Working Hours do not show a statistically significant effect on vendor welfare. This research provides important insights for local governments and market managers in formulating strategies and policies that can improve vendor welfare. Focusing on increasing access to capital and improving the location or arrangement of business areas are two key points that require further attention. ]]>
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