PENGARUH PENGGUNAAN QRIS DAN EFESIENSI TRANSAKSI TERHADAP PENINGKATAN PENJUALAN UMKM DIKECAMATAN LOWOKWARU KOTA MALANG

The development of the digital economy encourages Micro, Small, and Medium Enterprises (MSMEs) to adopt cashless payment technology to improve business efficiency and performance. One of the rapidly developing digital payment innovations in Indonesia is the Quick Response Code Indonesian Standard (QRIS). Transaction efficiency is a crucial factor for MSMEs because it is related to service speed, customer convenience, and smooth business cash flow. This study aims to analyze the effect of QRIS use and transaction efficiency on increasing MSME sales in Lowokwaru District, Malang City. The research method uses a quantitative approach with primary data obtained through questionnaires to 98 MSME QRIS users. Data analysis was conducted using Partial Least Square (PLS). The results show that QRIS use has a positive and significant effect on transaction efficiency, and transaction efficiency has a positive and significant effect on increasing MSME sales. These findings indicate that QRIS plays a significant role in improving operational efficiency and driving MSME sales growth in the digital economy era.