The Role of Supply Chain Management and Digital Technology in The Operational Performance of Maher Collection Tasikmalaya

This study aims to analyze the role of supply chain management and digital technology in enhancing operational performance in the Maher Collection embroidery business in Tasikmalaya. The research employs a descriptive qualitative method using a single-case study approach. Data were collected from one key informant (the business owner) through semi-structured interviews, supported by two weeks of direct observation, and analyzed using thematic analysis consisting of transcription, open coding, category development, and theme consolidation. The findings show that Maher Collection applies simple yet effective supply chain management practices, including local supplier–based procurement, weekly inventory monitoring, and dual-channel product distribution through online marketplaces and partner stores. Digital technology contributes to operational efficiency by supporting marketing activities, transaction recording, and communication with suppliers and customers through social media and digital platforms. However, digital system integration remains limited due to low digital literacy and resistance to change among senior employees. The novelty of this study lies in its focus on a traditional embroidery SME in a regional creative industry context an area that remains underexplored in Supply Chain Management and digitalization research. The study contributes scientifically by demonstrating how basic-level digital adoption and informal Supply Chain Management practices can interact to improve efficiency and customer satisfaction in early-stage digital SMEs. The results highlight the importance of strengthening supply chain collaboration and expanding digital capabilities to enhance competitiveness and operational sustainability in small and medium enterprises (SMEs).