Abstract
This research was conducted to find out how food and beverage entrepreneurs survive during the Covid-19 pandemic. This study used a qualitative approach with the research subject being a beverage entrepreneur or a shop in Ambon city. The results showed that the culture of Ambonese people gathering really helped coffee shop businesses in Ambon city to survive during the Covid-19 pandemic. In addition, it was also found that many new coffee shops were started even though the Covid-19 pandemic was increasingly worrying. The habit of Ambonese people to meet and tell stories has a very positive impact on shop or beverage entrepreneurs to survive during the Covid-19 pandemic. Other results also show that government assistance has provided assistance for shopkeepers to survive during the Covid-19 pandemic.
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