<![CDATA[Cashless payment platforms are increasingly central to the daily operations of Indonesian small and medium enterprises, yet recent Indonesian and regional evidence rarely quantifies the criteria trade-offs that managers confront when choosing among competing alternatives. This study addresses that gap by applying the Analytic Hierarchy Process to a healthy-food SME that accepts remote payments via GoPay, GrabPay, and ShopeePay and conducts in-store digital transactions through Electronic Data Capture and the Quick Response Code Indonesian Standard. Primary data were collected through structured pairwise-comparison interviews with owner-managers during March to April 2025 (n = 5), producing a criteria-level priority structure and ranked preferences that were verified for internal coherence. All final matrices met the AHP consistency requirement with Consistency Ratio values below 0.10, and a sensitivity analysis confirmed that the ordering of alternatives remained stable under plausible variations in criterion weights. The results show that cost and real-time transaction capability dominate the preference structure, while user-friendly features and promotion exert secondary influence. The findings offer actionable guidance for firms and providers through emphasis on effective fee design, reliable real-time settlement, interface simplification, and targeted promotions that strengthen adoption and customer experience.]]>
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