<![CDATA[The implementation of digital technology has had a significant impact on the operations of UMKM in the culinary sector, particularly at MJ Coffee Shop, located in Bantul Regency, Yogyakarta. The limitations of the marketing system and payment transactions, which remain conventional, served as the background for this study. The research method was qualitative descriptive using a case study approach, with data collected through interviews, observations, and documentation of activities. The results show that the use of GoFood and QRIS has had a positive impact on business operations, particularly in terms of expanding marketing reach, facilitating transactions, and improving the efficiency of customer service. The novelty of this study lies in its analysis, which not only highlights the increase in revenue resulting from digitalization but also comprehensively examines changes in operational systems, service patterns, and the process of technological adaptation at a developing café UMKM. The findings of this study show that digitalization plays a role in driving changes in operational management toward a more structured approach that is oriented toward consumer needs. However, in practice, challenges often arise regarding the adjustment to using the applications and dependence on internet connectivity. Overall, the implementation of these two services has helped business owners adapt their business activities to technological developments and consumer needs in the modern era. ABSTRAKImplementasi teknologi digital memberikan dampak yang signifikan terhadap operasional UMKM sektor kuliner, khususnya pada MJ Coffee Shop yang berlokasi di Kabupaten Bantul, Yogyakarta. Keterbatasan sistem pemasaran dan transaksi pembayaran yang masih konvensional menjadi latar belakang dilakukannya penelitian ini. Metode penelitian berupa deskriptif kualitatif dengan pendekatan studi kasus, data diperoleh melalui wawancara, observasi, serta dokumentasi kegiatan. Hasil penelitian menunjukkan bahwa pemanfaatan GoFood dan QRIS menciptakan kegiatan operasional usaha yang positif, terutama dalam hal perluasan jangkauan pemasaran, kemudahan transaksi, serta peningkatan efisiensi pelayanan kepada pelanggan. Kebaruan penelitian ini terletak pada kajian yang tidak hanya menyoroti peningkatan pendapatan akibat digitalisasi, tetapi juga menganalisis secara komprehensif perubahan sistem operasional, pola pelayanan, dan proses adaptasi teknologi pada UMKM café yang masih berkembang. Temuan penelitian ini memperlihatkan bahwa digitalisasi berperan dalam mendorong perubahan tata kelola operasional menjadi lebih terstruktur dan berorientasi pada kebutuhan konsumen. Meskipun dalam praktiknya kerap ditemukan kendala penyesuaian penggunaan aplikasi serta ketergantungan terhadap jaringan internet. Secara garis besar, penerapan kedua layanan ini telah membantu pelaku usaha menyesuaikan kegiatan bisnis dengan perkembangan teknologi dan kebutuhan konsumen di era modern.]]>
