THE IMPACT OF ONLINE SELLING PLATFORM TO THE FINANCIAL PERFORMANCE OF MSMES IN FOOD SERVICE SECTOR IN THE MUNICIPALITY OF POLOMOLOK DURING COVID-19 PANDEMIC

Online selling platforms have become more significant in today's business world since they expand a company's reach so that it is no longer restricted by the number of clients who can physically visit their business location. This research focused on the impact of online selling platform to the financial performance of MSME's in food service sector during COVID- 19 pandemic as it is relevant in today's situation across the country. The purpose of this study is to identify the financial performance of MSME's in food service sector in the Municipality of Polomolok, specifically, the profitability and sales growth that have been impacted by the online selling platform during COVID-19 pandemic. This study used frequency and percentage distribution, mean and standard deviation and multivariate regression analysis. Data was collected from 46 MSME's in food service sector's owners/managers, who were using online selling platform via survey questionnaires that gathered information on company's profiles, the extent of online selling platform to their financial performance, their financial performance level of using online selling platform, and if there is a significant relationship to the extent of using online selling platform and financial performance. The findings of the study revealed that the extent of the online selling platforms and the financial performance of MSME's has a significant relationship, which means that online selling platforms has an effect to the financial performance of MSME's. Moreover, the overall findings of the study resulted that online selling platforms has a considerable impact on the financial performance of MSME's specifically on profitability and sale growth.