FAKTOR PENURUNAN PENJUALAN KEDAI HARIAN PADA PERIODE RAMADHAN DAN MENJELANG IDUL FITRI
Keywords:
Consumer Behavior, Sales Decline, Food StallsAbstract
This study aims to analyze the factors influencing the decline in daily food stall sales during this period. A quantitative survey approach was employed involving 40 respondents selected through purposive sampling. Data were collected through structured questionnaires and analyzed using descriptive statistics. The findings indicate that operational-hour mismatch was the most influential factor (50%), followed by competition from seasonal vendors (47.5%), shifts in household financial priorities (45%), and changes in consumption patterns (32.5%). Sales records also revealed a cumulative decline of 21.7% during Ramadan from 2020 to 2026. These findings suggest that cultural, situational, and economic factors significantly affect consumer behavior during Ramadan and consequently impact the sales performance of daily food stalls. The study highlights the importance of adaptive operating hours, product innovation, seasonal marketing strategies, and financial planning to improve business resilience.
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Copyright (c) 2026 Darihati Laia, Yucky Arya Pranata, Foarota Tafonao , Akhlaqu Faddilah, Defran Aprilian (Author)
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