<![CDATA[Digital transformation is an important strategy for enhancing the competitiveness of micro, small, and medium enterprises (MSMEs); however, its implementation in rural areas continues to face various challenges. This study is motivated by the low level of digital technology adoption among rural MSMEs, particularly local food-based MSMEs that have significant market potential but have not yet been optimally supported by the use of technology. Drawing on Anthony Giddens' Structuration Theory, this study aims to analyze the barriers to digital transformation among MSMEs in Jenglungharjo Village, Tulungagung Regency. Data were collected using a qualitative case study approach through observation, in-depth interviews, and documentation involving MSME actors, village officials, and MSME administrators. The data were subsequently analyzed using the interactive model developed by Miles, Huberman, and Saldaña. The findings indicate that the digital transformation of MSMEs is influenced by five main barriers: suboptimal institutional support, low levels of MSME engagement and limited availability of raw materials, inadequate infrastructure, low awareness and entrepreneurial culture, and low adoption of digital platforms. These five barriers are interconnected, demonstrating that the obstacles to digital transformation among rural MSMEs are multidimensional, extending beyond technological aspects to include social, economic, and institutional dimensions. The findings indicate that digital transformation depends not only on the availability of technology but also on the interaction between structure and agency. Therefore, strengthening digital literacy, providing sustained assistance, and fostering collaboration among stakeholders are necessary to support the successful digital transformation of rural MSMEs. The contribution of this study lies in the application of Giddens' Structuration Theory to comprehensively explain how the interaction between structure and agency influences the success of digital transformation among rural MSMEs.]]>
