<![CDATA[The COVID-19 pandemic and the acceleration of industrial transformation have brought significant changes to the economic structure, particularly for household-based Micro, Small, and Medium Enterprises (MSMEs). This study aims to analyze the feasibility of microenterprises in responding to industrial land-use conversion in Nganjuk Regency and to examine its impact on business sustainability from a market perspective. The research employed a descriptive qualitative approach with a case study method, utilizing observation, in-depth interviews, and documentation techniques involving household-based MSME actors. The findings indicate that industrial land-use conversion affects business sustainability through limited business space, increased operational costs, reduced access to local raw materials, and changes in consumer behavior. However, the presence of industrial areas also creates new market opportunities, particularly among industrial workers. From a market perspective, microenterprises in Nganjuk Regency are still considered feasible to operate, although they require adaptive strategies and sustainable policy support to maintain their competitiveness and long-term viability.]]>
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