Strategi Ekonomi Pedagang Kaki Lima dalam Menghadapi Arus Pasar untuk Bertahan Hidup

Street vendors (PKL), are traders who sell their goods on the side of the road or in public places. Street vendors are part of the informal sector which plays an important role in the Indonesian economy. However, street vendors (PKL) face various challenges, one of which is an increasingly dynamic and competitive market flow. Trading with modern shops, changes in consumer trends, and technological developments are some of the factors that street vendors have to face. The aim of this research is to find out the strategies of several street vendors in running their business and what obstacles occur naturally among street vendors. The research method used is qualitative. Data collected through in-depth interviews with several street vendors on Jl. Java, Jember. The research results show that street vendors. The research results show that street vendors apply several economic strategies to deal with market flows, street vendors try to improve the quality of their products and services to make them more attractive to consumers. Street vendors also offer cheaper prices compared to modern shops.