<![CDATA[Perkembangan teknologi digital mendorong transformasi ekonomi, namun adopsi pada Usaha Mikro, Kecil, dan Menengah (UMKM) pedesaan masih menghadapi kendala. Penelitian ini bertujuan menganalisis tingkat literasi ekonomi digital pelaku UMKM di Desa Jenu, mengkaji penerapan sistem pembayaran non-tunai, serta mengidentifikasi hambatan yang dihadapi. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik observasi, wawancara, dan dokumentasi. Analisis data dilakukan menggunakan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa pelaku UMKM telah memiliki pemahaman dasar terkait penggunaan QRIS, transfer bank, dan dompet digital, namun masih terbatas pada aspek operasional. Penerapan pembayaran non-tunai memberikan dampak positif terhadap efisiensi transaksi, kecepatan layanan, serta pencatatan keuangan. Namun, implementasi masih terhambat oleh rendahnya literasi digital, keterbatasan infrastruktur, resistensi budaya, dan kekhawatiran terhadap keamanan transaksi. Oleh karena itu, diperlukan penguatan literasi ekonomi digital, peningkatan infrastruktur, serta pendampingan berkelanjutan untuk mendorong transformasi digital UMKM yang inklusif dan berkelanjutan. Advances in digital technology are driving economic transformation, yet its adoption by rural Micro, Small, and Medium Enterprises (MSMEs) still faces challenges. This study aims to analyze the level of digital economic literacy among MSMEs operators in Jenu Village, examine the implementation of cashless payment systems, and identify the obstacles they face. The study employs a descriptive qualitative approach using observation, interviews, and documentation techniques. Data analysis was conducted using the Miles and Huberman interactive model. The results indicate that MSME operators possess a basic understanding of QRIS, bank transfers, and digital wallets, though this understanding remains limited to operational aspects. The adoption of cashless payments has a positive impact on transaction efficiency, service speed, and financial record-keeping. However, implementation is still hindered by low digital literacy, infrastructure limitations, cultural resistance, and concerns regarding transaction security. Therefore, strengthening digital economic literacy, improving infrastructure, and providing continuous guidance are necessary to drive an inclusive and sustainable digital transformation of MSMEs.]]>
