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The development of e-commerce as part of digital transformation has changed marketing and business transaction patterns, including in the Micro, Small, and Medium Enterprises (MSMEs) sector. This study aims to analyze the implementation of e-commerce and the Quick Response Code Indonesian Standard (QRIS) payment system in increasing revenue for the Sultan Snacks MSME in Parepare City. This study used a qualitative approach with a case study method. Data collection techniques included in-depth interviews, observation, and documentation with business owners and related parties. The data obtained were analyzed using descriptive qualitative analysis techniques through the stages of data reduction, data presentation, and conclusion drawing. The results show that the implementation of e-commerce at the Sultan Snacks MSME is carried out through the use of digital platforms and social media as a means of product promotion and sales, which can expand market reach and increase the number of orders. Furthermore, the implementation of the QRIS payment system provides convenience and speed in the transaction process and helps business owners maintain more orderly financial records.

MSMEs play a key role in the national economy, especially in increasing economic growth and creating new jobs. However, in the digital era, MSMEs face major problems, such as low levels of digital literacy, limited access to the internet, and fierce competition with large companies that have used technology before. This study examines the variables that influence the sustainability of MSMEs amidst digital challenges and finds methods that can be used so that MSMEs can survive and grow. The research method was carried out through surveys and direct interviews with MSME actors at Pasar Pagi Setia Budi, Medan, North Sumatra. The results of the study showed that most MSME actors did not utilize digital platforms for marketing and transactions, which resulted in decreased income. To increase competitiveness, MSMEs need to improve their digital knowledge, adopt online marketing strategies, and optimize the use of e-commerce and social media. Support from the government, financial institutions, and technology companies is also very important. In the increasingly competitive digital era, by implementing the right digitalization strategy, MSMEs can improve operational efficiency, expand market reach, and maintain the sustainability of their business.

The purpose of this research is to determine the determinants of choice variables for MSME companies in Cimahi when it comes to using e-commerce. In this study, the Theory of Planned Behavior (TPB) is used as a theoretical framework to construct research hypotheses. The earliest stages of the research began with the collection of primary data in the form of questionnaire responses from Cimahi chips SMEs, with a total of 148 respondents filling out the questionnaire. The acquired data will next be processed using various linear regression methods. According to the findings of the study, Cimahi chip SMEs have a favorable attitude toward e-commerce adoption. They also include the influence of social norms as a factor to consider when adopting e-commerce. Perceived behavioral control influences e-commerce adoption as well. Based on the findings of the research, footwear MSMEs that have not used e-commerce should analyze the benefits of e-commerce for business, while MSMEs that have used e-commerce can assess the benefits and restrictions of utilizing e-commerce. The government can also help MSMEs adopt e-commerce by giving training, constructing suitable infrastructure, and establishing applicable legislation.