QRIS CROSS-BORDER AS DIGITAL SOFT POWER SUPPORTING SUSTAINABLE SHOPPING TOURISM: EVIDENCE FROM BATAM, INDONESIA

The rapid expansion of cross-border digital payment systems has transformed shopping tourism by enhancing transaction efficiency, convenience, and accessibility for international visitors. This study examines the role of Quick Response Code Indonesian Standard (QRIS) Cross-Border in supporting sustainable shopping tourism in Batam, Indonesia, while exploring its function as an instrument of Indonesia's digital soft power. Employing an exploratory qualitative case study design, data were collected through semi-structured interviews with 25 purposively selected participants comprising policymakers, tourism stakeholders, micro, small, and medium enterprises (MSME) operators, Malaysian and Singaporean tourists, and Batam residents. The study was further supported by non-participant observations at major shopping destinations and netnographic analysis of publicly available digital content related to cross-border payment experiences. The data were analysed using thematic analysis. The findings reveal four major themes. First, QRIS Cross-Border enhances tourists' shopping experiences by reducing cash dependency, minimising currency exchange concerns, and facilitating seamless transactions. Second, it strengthens MSME competitiveness by improving transaction efficiency and encouraging spontaneous purchases by international visitors. Third, the interoperability of QRIS with regional payment platforms contributes to positive perceptions of Indonesia's digital capability, reinforcing its digital soft power through everyday tourism experiences. Finally, network instability, uneven merchant literacy, and limited public awareness of cross-border payment features remain key barriers to wider implementation. This study contributes to the growing literature by integrating shopping tourism, cross-border digital payments, and digital soft power within a qualitative tourism framework. The findings provide practical implications for policymakers, destination managers, and tourism stakeholders seeking to strengthen digital payment ecosystems and enhance the competitiveness and sustainability of border tourism destinations.