Adopsi Qris Tap, Kecepatan Layanan, Kinerja Pemasaran, dan Daya Tahan Keuangan UMKM Kuliner di Kota Makassar: Sebuah Kajian Konseptual

Fajar Rakasiwi Syamsuddin

doi:10.55606/makreju.v4i3.4474

Authors

Fajar Rakasiwi Syamsuddin Universitas Terbuka

DOI:

https://doi.org/10.55606/makreju.v4i3.4474

Keywords:

Culinary MSMES, Financial Resilience, Marketing Performance, QRIS Tap, Service Speed

Abstract

The development of digital payment systems has transformed how MSMEs manage transactions, provide services, and maintain business operations. One emerging innovation is QRIS Tap, a near field communication-based payment method that enables transactions without code scanning. This article aims to develop a conceptual model examining the relationship between QRIS Tap adoption, service speed, marketing performance, and financial resilience among culinary MSMEs in Makassar City. This topic is significant because QRIS Tap is still relatively new in Indonesia’s payment ecosystem, while research discussing its implications from a management perspective remains limited. Makassar was selected as the research context due to its early adoption of QRIS Tap and its role as a major QRIS merchant hub in South Sulawesi. This study applies a literature-based conceptual approach by analyzing policy documents, academic studies, and relevant publications related to digital payments, service processes, marketing, and business resilience. The findings indicate that QRIS Tap has potential beyond payment transactions, serving as an innovation that can improve service efficiency, enhance customer experience, strengthen marketing performance, and support MSME financial resilience. This conceptual framework integrates marketing and financial management perspectives as a foundation for future empirical studies.

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