Baaji, H. and Serpian, S. 2026. EXPLORING DIGITAL TRANSFORMATION OPPORTUNITIES FOR MSMES: A PHENOMENOLOGICAL STUDY IN THE EASTERN INDONESIAN CULINARY SECTOR. Journal of Management : Small and Medium Enterprises (SMEs). 19, 1 (Mar. 2026), 487-499. DOI:https://doi.org/10.35508/jom.v19i1.22066.