<![CDATA[This study aims to analyse the effect of QRIS adoption on MSME performance and customer advocacy behaviour in Indonesia’s tourism sector, and to examine the mediating roles of user satisfaction and MSME performance. The rapid growth of digital payment technologies has encouraged tourism-related MSMEs to adopt more efficient transaction systems to enhance business competitiveness and strengthen customer relationships. This research employed a quantitative approach using an online survey of 380 tourism MSME owners and managers who had used QRIS for at least six months. Data were analysed using SmartPLS to test the proposed relationships among the variables. The findings reveal that QRIS adoption has a positive and significant effect on user satisfaction, MSME performance, and customer advocacy behaviour. User satisfaction also positively influences MSME performance and customer advocacy behaviour, while MSME performance, in turn, significantly enhances customer advocacy behaviour. Furthermore, user satisfaction significantly mediates the relationship between QRIS adoption and MSME performance, and MSME performance, in turn, significantly mediates the relationship between QRIS adoption and customer advocacy behaviour. These findings indicate that QRIS implementation not only improves transaction efficiency and business management but also contributes to a better customer experience and stronger customer advocacy through distinct mediating mechanisms. The study suggests that policymakers, financial institutions, and MSME stakeholders should strengthen digital payment infrastructure, improve digital literacy, and optimise QRIS-based services to enhance MSME performance and foster sustainable customer advocacy in Indonesia’s tourism sector.]]>
