Surabaya, Thursday, August 14, 2025 – Amidst the increasingly rapid pace of technological development, many micro and small business owners are still struggling to keep up. Challenges such as lack of digital literacy, unorganized business management, and limited market access make them vulnerable to being swept away by competition. Seeing this condition, students of the Faculty of Economics and Business, Universitas Airlangga (FEB UNAIR) were moved to contribute, not only through theory in lectures, but with real actions in the field. Through the Student Care for MSMEs Vol. 2 program, together with the Business Competition Supervisory Commission (KPPU) Regional Office IV. Five undergraduate students of Economics, FEB Universitas Airlangga class of 2023, Dela Amelia, Pastika D. Daniswara, A. Misykaatul A, M. Hilman RA, and Ananda Annisa P, along with guidance from their supervisor, Mrs. Lyla Rachmaningtyas, SE., M.Si., Ph.D., provided intensive mentoring for MSMEs in Surabaya.

This program targets 15 MSMEs from various sectors across the districts of Tegalsari, Dukuh Pakis, Pagesangan, and Gubeng. Each student mentors several MSMEs based on their domicile, fostering closer relationships with their partners and tailoring the mentoring process to the specific needs of each business. This approach allows for quick resolution of technical issues such as creating a Business Identification Number (NIB) or setting up QRIS, while providing ongoing education to business owners.

Results began to appear midway through the program. Several MSMEs, such as Pasar Bang Erik, Laundry Mamaka, Nasi Goreng Gila, and Rujak Ulek Kuping, now accept cashless payments through QRIS, simplifying transactions and enhancing their professional image among customers. Businesses like Shinau Fresh Jus have also successfully obtained a Business Identification Number (NIB), opening up opportunities for formal financing and participating in government business development programs. Meanwhile, businesses like Rujak Ulek Kuping, Toko Dani, Mie Ayam Mie Rasa, and Sambal Pecel Kadung Tresno have successfully expanded their market share by joining marketplaces and online delivery services.

This program, which focuses not only on legal aspects and transactions, also helps MSMEs develop promotional strategies. Students are directly involved in creating digital marketing materials, promotional videos, and rebranding. One example is the MSME Daun Loka, which received full support to update its logo, packaging, and social media presence. With a fresh design touch and a stronger marketing narrative, the product's appeal increased.

To ensure the continued use of the knowledge gained, the student team produced the Smart UMK Card—a simple tool containing a QR code that leads to a digital booklet providing guidance on business development in the digital age. This guide includes practical steps and easy-to-follow tips, from financial management to online marketing strategies. Social media was also utilized, including the Instagram account @umkpintar_airlangga, which serves as a platform for documenting activities and promoting the program for its partners.

Interestingly, this program not only impacts MSMEs but also targets the younger generation. FEB UNAIR students held outreach sessions at SMA Khadijah Surabaya and SMAN 15 Surabaya, introducing the concept of healthy business competition and the profile of FEB UNAIR to students at both schools. This activity is expected to instill an initial understanding of the business world and encourage them to pursue higher education in economics and business.

For entrepreneurs, this mentoring is more than just a short training. "Previously, I was hesitant to create something like this. But after joining your program, I was taught how to create a QRIS to make payments easier, and was also given guidance on how to sell on Shopee Food and TikTok Shop. Payment is also practical, just scan the QRIS. Thank God, my business is busier and the results are clearer," said Mrs. Umy Nadhiya, the owner of one of the assisted MSMEs, who now feels better prepared to compete in the market.

This program is in line with the Sustainable Development Goals (SDGs) in several important areas: SDG 1 (No Poverty) Helping MSMEs enter the online market (e-commerce) to expand their sales reach, SDG 4 (Quality Education) Providing continuous business assistance through advice and knowledge, SDG 8 (Decent Work and Economic Growth) Helping MSMEs access product quality certification to be able to compete in a wider market, and SDG 17 (Partnerships to Achieve the Goals) Collaboration between MSMEs, universities, and local governments for product development.

Smart MSMEs went beyond a slogan, but transformed into a concrete movement that transformed the face of MSMEs. This program leaves a significant legacy: the emergence of more adaptive, digitally literate entrepreneurs ready to compete in an ever-changing market. Today, MSMEs are not only surviving the pressures of the times but are also moving forward with renewed confidence, a powerful asset for the community's economic sustainability.