<![CDATA[Digital transformation involves WhatsApp Business for digital marketing and QRIS for digital payments. This study analyzes the role of digital transformation in improving the performance of micro, small, and medium enterprises. This study uses a qualitative case study approach, with data collected through observations, in-depth interviews, and documentation, and analyzed using SWOT, IFAS, and EFAS matrices. The results show that the use of digital technology has a positive impact on improving MSME performance, particularly in increasing business turnover, customer numbers, and transaction efficiency. Business actors using QRIS have an average daily turnover of IDR 1,000,000 to IDR 2,000,000 with approximately 50-80 customers per day, while those who do not use QRIS earn around IDR 500,000 to IDR 1,000,000 with 25-50 customers per day. The IFAS and EFAS results indicate that it has a strong internal position (2.79) and a highly favorable external environment (3.06), with strengths and opportunities outweighing weaknesses and threats. The SWOT analysis indicates that the business development strategy lies in the aggressive strengths-opportunities quadrant, meaning that the business possesses strong internal capabilities and significant external opportunities for expansion. Therefore, digital transformation plays an important role in improving the competitiveness and sustainability of MSMEs.]]>
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