Street Vendor Business Performance in the New Normal Era

Abstract

The purpose of this research is to evaluate the effectiveness of entrepreneurial-focused street food and beverage vendors, as well as their pricing and promotion plans in the new normal era. 128 street vendors were selected as the sample based on the findings of the research questionnaire distribution using the incidental sampling technique. This study uses causality with multiple linear regression analysis as an explanatory approach. The results of the study found that the success of street vendors in the new normal era was positively and significantly influenced by entrepreneurial orientation, promotion strategies, and pricing strategies. Even though many traders cannot continue their business, these findings provide support for street vendors who are able to survive in conditions related to the Covid-19 pandemic. Since prices have not changed, they are still quite distinctive to customers, and street vendors have acted practically without realizing that they can adapt their strategy to concentrate on maintaining customer loyalty. This study recommends that street vendors continue to provide their customers or consumers with the best service. It is perfect for consumers who use their products frequently, and offers the best customer service, encouraging them to continue buying their products.

Keywords:Street Vendors, Business Performance, Entrepreneurial orientation, Promotion Strategy, Pricing Strategy

DOI: 10.7176/EJBM/14-24-02

Publication date: December 31^st 2022