Utilization of QRIS as a Marketing Differentiation Strategy to Increase Sales at Warung Sembako Rifqy, Jagakarsa, South Jakarta

Abstract

This study explores the utilization of the Quick Response Code Indonesian Standard (QRIS) as a marketing differentiation strategy to increase sales at Warung Sembako Rifqy, located in Jagakarsa, South Jakarta. Facing growing competition from modern retail stores and the shift in consumer preferences toward cashless payments, traditional shops are required to innovate through digital payment systems. Using a qualitative approach involving semi-structured interviews and participatory observation, this research investigates both customer and business owner experiences in adopting QRIS. The findings reveal that the implementation of QRIS not only improves transactional efficiency and financial recordkeeping but also adds value in enhancing customer loyalty and expanding market segmentation. QRIS has proven to be an effective differentiation strategy for adapting to digitalization trends and strengthening the competitiveness of micro, small, and medium enterprises (MSMEs) within a competitive traditional retail environment.