<![CDATA[Abstract Madura grocery stores have become an interesting economic phenomenon, especially among migrants, because they are able to attract public attention and compete with larger modern retailers. This study aims to examine the resilience of local businesses in the face of globalization pressures and to identify factors that influence the ability of Madurese grocery stores to survive and thrive amidst increasingly competitive market competition. This study uses a qualitative approach with a descriptive case study. The qualitative approach was chosen because it aims to understand the meaning, experiences, and strategies employed by Madura grocery store business owners in Serang City in facing the challenges of globalization. The research found that the resilience strategies implemented included product innovation by increasing product variety to meet customer needs, providing fast, friendly, and intimate personal service, and strengthening networks among Madura traders through solidarity and community collaboration. External support, such as the role of the Madura community, good relationships with local distributors, and customer loyalty, provided crucial social capital for maintaining business sustainability. Solidarity among Madura traders fostered a sense of mutual assistance, providing capital, information, and moral support, which strengthened their economic resilience.]]>
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