This study aims to analyze the income of traders on Sunday morning (Sunmor) Gadjah Mada University. In this case the research subject is the University of Gadjah Mada Sunmor with a sample of 100 respondents. The measuring technique using SPSS and data analysis techniques is to use Multiple Linear Regression in Tests simultaneously or together that the variable capital, location, promotion, and length of business show a significant effect on income on traders at Sunmor UGM. The simultaneous influence level is 51.9% which means that of the following independent variables together can explain the income to traders at Sunmor UGM of 51.9% and the remaining 48.1% is influenced by other factors outside the model. Based on the results of validity with a lot of 100 respondents it can be seen that the entire statement regarding capital, location, promotion, and length of business submitted for respondents to traders is valid because it can be seen from a significant level of <0.05 so that it can be concluded that all statements that exist in the questionnaire can be said to be an instrument to measure research data. Based on the analysis with the results illustrating that the capital variable has a positive and significant effect on income at traders at Sunmor UGM, location variables have a positive and significant effect on income at traders at Sunmor UGM, the promotion variable does not have a positive and significant effect on income at traders at Sunmor UGM , and the length of business variable has a positive and significant effect on income