Budaya niaga dalam kalangan peniaga runcit kecil merupakan aspek penting dalam menentukan kelestarian perniagaan. Isu utama dalam kajian budaya niaga dan kelestarian perniagaan ialah kekurangan kajian empirikal yang mengaitkan nilai dan amalan budaya dengan daya tahan peniaga kecil dalam konteks ekonomi tempatan. Objektif kajian ini adalah mengkaji faktor-faktor budaya niaga yang mempengaruhi kejayaan peniaga di kawasan kajian, menganalisis budaya niaga sebagai elemen penentu kepada kejayaan mereka dalam perniagaan dan menganalisis faktor penentu kejayaan peniaga-peniaga di kawasan kajian. Kajian ini menggunakan kaedah kuantitatif dengan menggunakan kaedah persampelan bertujuan dan pengumpulan data dilakukan melalui soal selidik menggunakan skala Likert. Data dianalisis menggunakan program Statistical Package for Social Sciences (SPSS) versi 27. Hasil kajian mendapati bahawa faktor sikap dan nilai merupakan faktor yang paling mempengaruhi kejayaan peniaga runcit yang merangkumi nilai kejujuran dan keramahan dalam membina hubungan baik dengan pelanggan. Keupayaan mereka untuk meningkatkan kesetiaan dan kepercayaan pelanggan juga penting untuk kelangsungan perniagaan. Selain itu, dapatan kajian juga mendapati bahawa kaedah penentu kejayaan menjadi faktor penentu kepada kejayaan peniaga runcit di kawasan kajian kerana kaedah atau strategi yang digunakan dalam menguruskan perniagaan dapat memberikan kesan yang signifikan terhadap prestasi dan keberhasilan peniaga. Keadaan ini menjelaskan bahawa kaedah yang berkesan dapat membantu meningkatkan produktiviti, kecekapan operasi, serta meningkatkan daya saing dalam pasaran. Implikasi kajian ini mendapati bahawa perniagaan runcit perlu diberi penekanan kerana ia juga merupakan penyumbang utama kepada pertumbuhan ekonomi mikro dan kelestarian jaringan perniagaan tempatan.

Abstract: Business culture among small retail traders is an important aspect in determining business sustainability. The main issue in the study of business culture and business sustainability lies in the lack of empirical research that links cultural values and practices with the resilience of small traders within the local economic context. The objective of this study is to examine the cultural factors that influence the success of traders in the study area, analyzed business culture as a determining element of their business success, and identify the key success factors among traders in the area. This study employs a quantitative approach using purposive sampling, and data were collected through questionnaires based on a Likert scale. The data were analyzed using the Statistical Package for Social Sciences (SPSS) version 27. The findings indicate that attitude and values are the most influential factors affecting the success of retail traders, particularly values such as honesty and friendliness in building good relationships with customers. Their ability to enhance customer loyalty and trust is also crucial for business continuity. Furthermore, the study finds that methods or strategies for determining success are significant factors influencing the achievements of retail traders in the study area, as effective management methods can have a substantial impact on performance and business outcomes. Such effective approaches can help improve productivity, operational efficiency, and competitiveness in the market. The implications of this study highlight that the retail business sector should be given greater attention, as it represents a major contributor to microeconomic growth and the sustainability of local business networks.

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