This study aims to determine the business sustainability strategies of street vendors in Ponorogo Square with a focus on service, marketing, and business capital aspects. There has been a decline in the number of informal sectors in Ponorogo Regency, but the number of street vendors in Ponorogo Square remains stable. This condition indicates the existence of strategies for survival. The study was conducted using a qualitative approach with data collection techniques through observation, interviews, and documentation. The findings of the research results indicate that: 1. Service strategies through friendliness and maintaining politeness, adjusting to buyers, and maintaining product quality. Marketing strategies include offering products to visitors, product arrangement, and social media. Business capital strategies include sources of initial business capital and management to strengthen business capital. 2. Based on the SWOT analysis, it can be seen that the strengths of street vendors lie in service, capital availability, and the ability to save. Weaknesses include product offerings that depend on busy conditions and the less than optimal use of social media for marketing. Opportunities that can be utilized are the development of diverse business types and strategic locations. Threats include changes in weather and the arrangement of sales locations. 3. Through SWOT mapping, we can improve the business sustainability strategies of street vendors in Ponorogo Square, such as maintaining the quality of service and products to visitors, maintaining a strategic location, developing social media marketing capabilities, providing bonuses to visitors, utilizing savings for business equipment and supporting income in the event of a decrease in revenue due to changing weather conditions, and maintaining relationships with relevant parties.

Keywords: Strategy, Business Sustainability, Street Vendors, SWOT Analysis