This research aims to analyze the impact of business performance and working culture on small Micro Units (MSME) on the decision of consumer purchasing in the middle of pandemic Covid-19, which is happening today. The condition of Pandemic Covid19 is very influential on the economy in Indonesia in every sector of business is no exception to existing MSME. This research was conducted by spreading a questionnaire of 122 respondents. The study uses a descriptive method and quantitative approach; the data obtained is analyzed using multiple linear regression methods with the SPSS Statistic 25 application. The results of this research showed that the influence of business performance and working culture in MSME has a significant influence on the decision of consumer purchase in the middle of pandemic Covid-19.

Keywords : Business Performance, Work Culture, Purchasing Decision, Covid-19