<![CDATA[This study aims to analyze the adaptation strategies of Micro, Small, and Medium Enterprises (MSMEs) toward digital payment systems in the era of economic digitalization during Car Free Day events in Kraksaan. This study is motivated by the development of digital technology, which is driving a shift in transaction systems from traditional methods toward more practical and efficient alternatives. These changes require MSME operators to adapt to technological advancements in order to maintain business competitiveness and improve the quality of service provided to consumers. The research method employed is a qualitative approach using a phenomenological framework to gain a deep understanding of the experiences and perceptions of MSME operators who have adopted digital technology. The informants in this study consist of four active MSME vendors participating in the Kraksaan Car Free Day event. Data collection techniques included observation, interviews, and documentation. The data obtained was analyzed using qualitative data analysis techniques, which included data reduction by selecting key points, data presentation, and drawing conclusions. The results of the study indicate that digital payment systems have a positive impact in facilitating transactions, improving service efficiency, and assisting in business management and financial recordkeeping. However, the implementation of digital payment systems still faces challenges such as unstable internet connections and the fact that some MSMEs continue to opt for traditional transactions due to the relatively small scale of their businesses.]]>
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