STRATEGI PENGUATAN USAHA PEDAGANG KAKI LIMA SAAT MASA PANDEMI COVID-19 DI PASAR BLIMBING KOTA MALANG

This study aims to determine the strategy of strengthening the business of street vendors and the impact of Covid-19 on the income, working hours, and capital expenditure of street vendors at Blimbing Market, Malang City. This type of research is quantitative research. The analytical technique used is the analysis of the paired sample t-test difference test and descriptive statistical analysis. The results of the study indicate that the results of the paired sample t-test are: (1) there is a significant difference in the income of street vendors before and during covid-19. (2) there are significant differences in the working hours of street vendors before and during covid-19. (3) there is a significant difference in the capital expenditure of street vendors before and during covid-19. The strategy for strengthening the business carried out by street vendors is to increase marketing through delivery messages, increase marketing through e-commerce, increase working hours and collaborate with other business actors