Business Survival and Competitive Strategies of Street Food MSMEs: A Case Study of Gulai Tikungan Vendors in Blok M, Jakarta

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector play a crucial role in supporting local urban economies, yet they face intense market competition and operational challenges. This study examines the business survival and competitive strategies employed by street food vendors, specifically focusing on the iconic Gulai Tikungan (Gultik) vendors in the Blok M area, South Jakarta. Utilizing a qualitative case study approach, data were gathered through direct field observations and semi-structured interviews with selected vendors to analyze their operational practices, customer retention efforts, and adaptation to market dynamics. The findings reveal that vendor resilience relies primarily on direct customer engagement, consistent product quality, traditional cooking techniques, and competitive pricing strategies. Furthermore, while these micro-enterprises traditionally depend on personal relationships and high-traffic night market locations, there is a growing recognition of social media and digital payment systems to enhance customer reach. The study concludes that the long-term sustainability of street food MSMEs depends heavily on maintaining service excellence and product consistency, complemented by gradual digital integration to navigate evolving consumer behaviors in competitive urban environments.