The impact of marketing innovations and business plans on business sustainability during the COVID-19 pandemic

During the COVID-19 pandemic, businesses experienced various challenges, resulting in economic decline. The pandemic also threatened their sustainability. Thus, business actors have to consider this condition seriously. This study aims analyze impact of marketing innovations and plans on sustainability during pandemic. paper used quantitative methods. population included 689 micro small enterprises affected by Palu City, Indonesia. It involved 253 respondents as samples selected using Slovin formula with an error rate 5%. Data analysis consisted descriptive statistical testing multiple linear regression. findings showed that significantly both simultaneously partially. Then, simultaneously, it was indicated value Fcount > Ftable (10.615 3.031) at a significance alpha (α) 0.05 or Sig. F < 0.05. 0.000 is smaller than 0.05, meaning significant. Partially, plan variable tcount higher ttable (2.780 1.650). 0.006, which innovation (3.878 obtained 0.000,