Digital Financial Transformation of MSMEs Producing Local Souvenirs in Palu

Abstrak

This study aims to analyze the digital financial transformation of micro, small, and medium enterprises (MSMEs) producing Palu’s local souvenirs and its relationship with tourism-based business sustainability. A qualitative approach with an exploratory case study design was employed to examine patterns of digital adoption and their implications for financial management among three MSMEs: Diana Oleh-oleh Palu, Sri Rejeki Palu, and Olahan Khas Palu. Data were collected through semi-structured interviews, field observations, and documentation, and were analyzed thematically using the constant comparison method. The findings reveal that digital platforms act as catalysts for financial transformation by improving transaction efficiency, accelerating cash flow, and enhancing financial record-keeping. The three enterprises demonstrate varying levels of digital maturity: Olahan Khas Palu is at the initiation stage, Diana Oleh-oleh Palu represents a pragmatic stage, and Sri Rejeki Palu has reached digital maturity through POS integration and professional digital marketing. Perceived usefulness and ease of use are the main drivers of technology adoption, consistent with the principles of the Technology Acceptance Model (TAM). Digital transformation strengthens financial resilience and expands market reach amid tourism fluctuations. However, challenges persist in the form of limited digital literacy, online fraud risks, and a lack of practical training. Conceptually, this study extends the understanding of digital financial transformation within tourism-based MSMEs and highlights the roles of digital maturity and financial literacy as foundations for sustainable local economic resilience in post-disaster regions.