ABSTRACT: The global Covid-19 pandemic has an impact on various sectors, especially in the economic sector, including culinary Micro and Small, Medium Enterprises (MSMEs) as the pillars of the people’s economy. Culinary MSMEs are required to be responsive to change. The Government Regulation on Large-Scale Social Restrictions is an opportunity for Culinary MSME to sell through online applications. This study aims to analyze the effect of Product Quality, Promotion and Service Quality on the Success of Culinary MSME businesses using online applications during the new normal Covid-19 pandemic. This study set 100 samples. Purposive sampling technique with the criteria of Culinary MSME occupying a permanent place of business, still actively selling and serving consumers using online food delivery service applications. The technique of multiple linear regression analysis and hypothesis testing with a significance of 5% showed that there was a significant positive effect on Product Quality, Promotion and Service Quality on the Success of Culinary MSMEs using online food delivery service application. The contribution of the variables of Product Quality, Promotion and Service Quality on the Success of culinary MSME businesses using an online food delivery service application during the new normal Covid-19 pandemic is 71%.

Keywords: Product Quality, Promotion, Service Quality, MSME Business Success, Online