<![CDATA[This study aims to analyze the implementation of digital technology in shaping the business model of Mantan Thrift Fashion from the perspective of dynamic capabilities, particularly its role in enhancing the firm's ability to adapt, integrate resources, and create value in the dynamic thrift fashion industry. This research employed a qualitative approach using a case study method to gain an in-depth understanding of the digital transformation experienced by the business. Data were collected through observation, in-depth interviews, documentation, and literature review. Informants were selected using purposive sampling and included the business owner, employees, customers, and business partners directly involved in implementing digital technology. Data were analyzed through data reduction, data display, and conclusion drawing, while source triangulation was applied to ensure the credibility of the findings. The results show that digital technology has transformed Mantan Thrift's business model by optimizing social media, online marketplaces, and digital communication platforms, resulting in more effective marketing, broader market reach, and stronger customer relationships. From the dynamic capabilities perspective, Mantan Thrift demonstrated sensing capability by identifying market opportunities through consumer trend analysis, seizing capability by utilizing these opportunities through digital marketing and service innovation, and transforming capability by adapting operational processes and strengthening organizational resources to support long-term business sustainability. Overall, the implementation of digital technology supported by dynamic capabilities has significantly improved the firm's competitiveness and accelerated adaptive business model transformation, enabling Mantan Thrift to respond effectively to changing market conditions and maintain sustainable growth in the increasingly competitive thrift fashion industry.]]>
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