<![CDATA[This study aims to analyze the effect of selling price, product quality and promotion on the survival of micro, small and medium enterprises (MSMEs) in the pandemic era. The research data used were the MSME actors in Pontianak City, West Pontianak District in the food and beverage industry sector, amounting to 60 people, while the sampling used purposive sampling technique. Kueisoner distributed to selected micro, small and medium enterprises (MSMEs). The data analysis technique uses multiple linear regression using the SPPS version 25 program. The results showed that the independent variables simultaneously influenced the business continuity variable (MSMEs) in the pandemic era, the influence was very strong seen from the R square value of 80.9%. Partial testing of the independent variables of selling price, product quality, and promotion affect business continuity (MSMEs) in the pandemic era.]]>
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