PENGARUH MEDIA SOSIAL DAN QRIS (QUICK RESPONSE CODE INDONESIANSTANDARD) PADA PENINGKATAN PENDAPATAN UMKM DI JOMBANG

MSMEs in Jombang play an important role in the regional economy, but still face several challenges in increasing income in the digital era. The use of social media as a promotional tool and QRIS as a non-cash payment method is a potential strategy to expand the market and increase transaction efficiency. This research aims to analyze the influence of social media and QRIS on increasing MSME income in Jombang and compare the contribution between the two. The research method used is quantitative with a survey of 99 MSME players, data collection through questionnaires, and multiple linear regression analysis to test the influence of independent variables on income. The research results show that social media and QRIS have a positive and significant effect on increasing MSME income. Social media effectively plays a role in expanding promotional reach and attracting consumer interest, while QRIS increases the ease, speed and security of transactions. This research concludes that the synergy of using social media and QRIS can significantly encourage MSME income growth. The implication is that MSME players need to optimize digital marketing strategies and adopt modern payment systems, while local governments can use these findings as a basis for formulating policies to strengthen the local digital economic ecosystem