<![CDATA[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.]]>
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