<![CDATA[TikTok has become an important promotional medium for culinary micro, small, and medium enterprises (MSMEs) because of its visual, interactive, and broad-reach characteristics. This study aims to analyze the TikTok social media strategy used by Bebek Sambel Korek Surabaya and its contribution to brand awareness and consumer purchase intention. A descriptive qualitative case-study approach was employed. Data were collected through semi-structured in-depth interviews with the owner, who also manages the official TikTok account, and nine consumers representing student, employee, and general consumer segments. Data were analyzed inductively and validated through source triangulation. The findings show that the promotional strategy includes target determination, content creation, highlighting distinctive product characteristics, audience interaction, TikTok Analytics, paid promotion, influencer collaboration, and continuous evaluation. Influencer collaboration was perceived as more effective than paid promotion in driving outlet visits. TikTok also contributed to brand awareness by helping consumers recognize the business name and remember distinctive product attributes, while purchase intention developed through attention, interest, curiosity, information seeking, willingness to try, and, for some consumers, actual visits and purchases.]]>
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