<![CDATA[Lette Roti Bakar Malang is a culinary MSME. The enterprise faces market expansion challenges driven by inconsistent promotions and a decline on TikTok content views. This study aims to design strategic, vertical video-based promotional media utilizing the premium features of CapCut Pro. Through an engaging visual approach, this research provides a concrete solution in the form of a replicable content model to attract local consumers while contributing to the field of marketing communications. This action research employed a Spiral Model approach, which encompassed the phases of planning, action, observation, and reflection. Data were gathered through observation, interviews, questionnaires, and documentation. Utilizing a purposive sampling technique, the sample comprised 15 respondents, including the business owner, a marketing expert, a graphic design expert, and prospective consumers. The data were analyzed based on the AIDA (Attention, Interest, Desire, Action) Model criteria to accurately measure the effectiveness of the promotional media design. Based on the AIDA model in the third cycle, the design was deemed highly effective in attracting consumers. This was demonstrated by the final scores achieved across the dimensions of Attention (4.2), Interest (4.4), Desire (4.7), and Action (4.6). The designed promotional video proves highly effective and viable across all AIDA components. MSMEs are advised to optimize video editing techniques and Call-to-Action (CTA) structures, while the Department of Business Administration is recommended to update its digital marketing curriculum and conduct multimedia training to enhance students' practical skill readiness in the industry.]]>
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