<![CDATA[Background: The implementation of Quick Response Code Indonesian Standard (QRIS) has emerged as a strategic initiative to promote digital financial inclusion among micro, small, and medium enterprises (MSMEs) in Indonesia. However, adoption patterns vary significantly across regions, particularly in areas with strong socio-religious identities such as Pamekasan Regency. Research Gap: While previous studies have examined QRIS adoption from technological and economic perspectives, limited attention has been given to understanding how Islamic ethical values shape technology acceptance among Muslim MSMEs in culturally religious communities. The integration of technology acceptance models with religious and ethical dimensions remains underexplored. Novelty: This study offers a novel contribution by integrating the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and Islamic business ethics principles (amanah, ṣidq, taysīr, maṣlaḥah) to provide a comprehensive framework for understanding QRIS adoption behavior among Muslim MSMEs. Method: Using a qualitative case study approach, data were collected through in-depth interviews, participant observation, and documentation involving 21 participants selected through purposive sampling. Thematic analysis was conducted using the Miles and Huberman interactive model. Results: The findings reveal that QRIS adoption is driven not only by perceived usefulness and ease of use but also by Islamic ethical considerations that strengthen trust in digital payment systems. However, challenges persist, including limited digital literacy, cybersecurity concerns, infrastructure instability, settlement delays, and resistance to cashless transactions. Conclusion: This study underscores the importance of integrating digital literacy programs, institutional support, and Islamic ethical approaches to promote inclusive and sustainable digital financial ecosystems among Muslim communities.]]>
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