<![CDATA[The development of digital technology requires business actors to adapt to new ways of marketing products and delivering services to customers. Pesona Buah Oman, located at Jl. Raya Perum KSB Pasar KSB Blok C, Sukaragam Village, Serang Baru District, Bekasi Regency, West Java, Indonesia, is a fruit retail business that has begun to adopt digital strategies in its operations. This study aims to examine the implementation of social media and QRIS-based payment systems as an effort to enhance business competitiveness. This research employs a descriptive qualitative method, with data collected through observation, interviews, and documentation. The results indicate a shift in promotional strategies from relying solely on direct communication (word of mouth) to utilizing digital platforms such as WhatsApp and Facebook. In addition, the creation of an Instagram account has expanded market reach and improved the visual appeal of product promotion. Furthermore, the implementation of QRIS has facilitated faster, safer, and more efficient transaction processes. The application of digital promotion and cashless transactions has positively impacted service quality, operational efficiency, and the business image in the eyes of customers. These findings suggest that simple digital innovations can serve as an effective strategy to support the sustainability and growth of micro, small, and medium enterprises, particularly in the fruit retail sector.]]>
