<![CDATA[The rapid development of the digital economy has encouraged businesses to adopt digital technologies such as digital payment systems, e-commerce platforms, cloud-based management systems, and digital marketing tools. However, many businesses, particularly small and medium-sized enterprises, still face adoption challenges due to limited resources, digital skills, and implementation costs. This study aims to explore how technology innovation adoption influences business performance by examining the experiences, strategies, and challenges of business actors. A descriptive qualitative approach was employed through interviews, observations, and documentation involving business owners, managers, and technology stakeholders. Data were analyzed using data reduction, data display, thematic analysis, and conclusion drawing. The novelty of this study lies in its integrated qualitative perspective that views technology adoption as a multidimensional transformation process. Unlike previous studies that often focus on individual technologies or quantitative relationships, this research examines the combined adoption of multiple digital technologies within a unified framework. The findings show that technology adoption improves operational efficiency, productivity, market expansion, customer engagement, and competitiveness, while organizational readiness and digital capability remain key challenges. The study concludes that successful digital transformation requires alignment between technological readiness, organizational capability, and strategic implementation, providing contextual insights into how integrated digital technologies create business value.]]>
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