<![CDATA[Lapak Pesona is a key driver of the local economy in Madiun Lor, consisting of a group of vendors within the Kampung Pesona tourism area. This study aims to analyze the impact of creating TikTok-based digital content as a promotional tool for MSMEs in Kampung Pesona, Madiun Lor Urban Village, Madiun City. The research employs a qualitative method with a case study approach. The informants consist of five MSME operators at Lapak Pesona who utilize TikTok for promotion. Data were collected through observation, in-depth interviews, and documentation, then analyzed using the Miles and Huberman interactive model, which encompasses data reduction, data display, and conclusion drawing and verification. The results indicate that the use of TikTok has transformed MSME promotional practices—shifting from reliance on banners, direct communication, and word-of-mouth to short-form video content with a wider reach. MSME operators have also begun to consider metrics such as view counts, engagement, and upload times when evaluating their promotional efforts. Leveraging TikTok has resulted in increased product visibility, the acquisition of new customers, and higher sales figures. However, challenges remain regarding limitations in content creation skills, keeping up with trends, time constraints, and the effective use of TikTok features.]]>
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