Pengaruh Strategi Kompetitif Dalam Upaya Mempertahankan Keberlangsungan Usaha Pedaganag Kaki Lima Di Pasar Palima Kota Palembang

This study uses a quantitative method that aims to determine the effect of competitive strategy on business sustainability by focusing on street vendors selling at Palima Market, Palembang City. The data used in this study is primary data with data collection techniques through questionnaires and questionnaires interview. This study has 115 samples selected using purposive sampling technique. In this research used validity and reliability test, normality test, simple linear regression test and f test (simultaneous) and t-test (partial). The results of this study indicate that competitive strategy affects business sustainability. The results of this study are also supported by the results of interviews which conclude that by continuing to carry out and develop competitive strategies in the midst of this competition, the sustainability of their business will be maintained.

Keywords: Business Sustainability, Competitive Strategy, Street Vendors.