<![CDATA[This research aims to analyze the role of digital payment in improving MSME transaction efficiency in Muara Teweh City and identify factors influencing its effectiveness in supporting the cashless society era. The study employs a qualitative descriptive approach with MSME actors in Muara Teweh City as subjects. The population includes MSMEs in culinary, retail, and local services sectors with a purposive sample of 50 respondents. Primary data were collected through in-depth interviews and participatory observation, while secondary data came from literature reviews, Bank Indonesia reports, and BPS Barito Utara 2025 publications. Data analysis used source triangulation and thematic analysis. The results indicate that digital payment significantly enhances transaction efficiency through reduced processing time (1-2 minutes vs 3-5 minutes cash), 70% improved recording accuracy, and operational cost savings. Key supporting factors include QRIS and e-wallet adoption (63% MSMEs), while barriers encompass low digital literacy, limited internet infrastructure, and consumer cash preference. The dominant variable is perceived ease of use (Technology Acceptance Model).]]>
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