STRATEGI SURVIVAL USAHA MIKRO-KECIL (STUDI EMPIRIS PEDAGANG RITEL PASAR SENTUL DI JL. SULTAN AGUNG, YOGYAKARTA)

The objective of this study is to investigate the survival strategies taken by retail sellers in Sentul traditional market J1 Sultan Agung, Yogyakarta. The data was collected by conducting a survey and interviews. To analyze the data, the research employs descriptive analytic method. The best choice of the strategy is surviva1 strategy. The survival strategies done by retailers in Sentul traditional market, were (1) To improve the service to consumers; (2) To give discounts to consumers through bargaining; (3) To maintain the quality of the good sold; (4) Maintain the cleanliness of the good and stalls/kiosks; (5) To set the price below the competitors; (6) To maintain the variety of products; and (7) To start the business hours earlier.