Electronic Theses and Dissertation

Abstrak dampak pandemi covid-19 menyebabkan melemahnya eksistensi pedagang street food diwilayah wisata ulee lheue untuk mempertahankan strategi agar mampu bertahan dalam pandemi covid-19 demi tetap menjalankan usahanya agar bisa memenuhi kebutuhan ekonominya. penelitian ini menjelaskan bentuk strategi bertahan dan tantangan dihadapi pedagang street food dalam mempertahankan usaha pada saat pandemi covid-19. metode penelitian yang digunakan adalah penelitian kualitatif dengan menggunakan pendekatan studi kasus. teknik pengumpulan data yang dilakukan dengan wawancara mendalam, observasi serta dokumentasi. hasil penelitian ini menjelaskan bahwa strategi pedagang street food untuk mempertahakankan usahanya dalam masa pandemi dimulai dengan menggunakan strategi aktif, strategi pasif, da strategi jaringan. serta tantangan pedagang street food dalam menghadapi pandemi covid-19 adalah sebagai berikut: menurunnya pendapatan, keterbatasan modal, sumber daya manusia (pengetahuan, ketrampilan dan wawasan), minimnya ketersediaan bahan baku, lokasi yang ditutup dan sepi pengunjung. kata kunci: pedagang street food, strategi bertahan, perubahan sosial

ABSTRACT The impact of the Covid-19 pandemic has weakened the existence of street food traders in the Ulee Lheue tourist area to maintain strategies to be able to survive the Covid-19 pandemic in order to continue running their businesses so they can meet their economic needs. This research explains the forms of survival strategies and the challenges faced by street food traders in maintaining their business during the Covid-19 pandemic. The research method used is qualitative research using a case study approach. Data collection techniques carried out by in-depth interviews, observation and documentation. The results of this study explain that street food traders' strategies to maintain their business during a pandemic start by using active strategies, passive strategies, and network strategies. As well as the challenges of street food traders in dealing with the Covid-19 pandemic are as follows: Decreased income, limited capital, human resources (knowledge, skills and insights), lack of availability of raw materials, closed locations and empty of visitors. Keywords: Street Food Vendors, Survival Strategy, Social Change