<![CDATA[This study aims to analyze the role of the Office of Cooperatives and Micro Enterprises of Lamongan Regency in developing Micro, Small, and Medium Enterprises (MSMEs) through promotional and marketing activities, as well as to identify the supporting and inhibiting factors involved. The research employs a qualitative approach with a case study method. Data were collected through in-depth interviews, observation, and documentation, with informants determined by snowball sampling, comprising officials and staff of the Office of Cooperatives and Micro Enterprises of Lamongan Regency and MSME actors under its guidance. Data analysis followed Yin's (2009) case study analysis model. The results show that the Office plays an active role in promotional activities through exhibitions and bazaars, branding and packaging design training, and digital promotion, which increase product visibility and expand market reach. In the marketing aspect, the facilitation of digital platforms such as Pasar Online Lamongan (POL) and WarLa, digital marketing training, and business mentoring have proven to help MSME actors increase revenue, build business networks, and widen product distribution. Simultaneously, the integration of promotion and marketing enhances MSME competitiveness. The inhibiting factors identified include limited capital budgets, low innovation among some MSME actors, and technical obstacles in applying the training received.]]>
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