KEMAMPUAN BERTAHAN PEDAGANG WARUNG HIK DI KOTA PONOROGO

Abstract

This research deals with the survival of hik vendors in Ponorogo. This reseach is aimed at investigating how they can survive in facing the business competition in Ponorogo. The subjects of the research are the vendors and their consumers. The subject-selecting technique snowball. The data-collecting technique is in-depth interview and the data-analyzing technique is interactive analysis model. The conclusion of this research is as follows: (a) the vendors can develop and survive well in business competition in Ponorogo because they have good survival ability supported by skill and work spirit comprising the good social capital; (b) the consumers that visit these vending stalls are not only for drinking and eating, but also for relaxing, chatting, and other joyful social activities.