Bali, July 14 – August 8, 2025 — For almost a month, students from the Faculty of Economics and Business, Universitas Airlangga (FEB UNAIR) and the Business Competition Supervisory Commission (KPPU) Regional Office IV have been running a mentoring program to help Bali's MSMEs upgrade. This program involves three Micro, Small, and Medium Enterprises (MSMEs) in Badung and Tabanan to strengthen digital marketing, business management, and understanding the principles of fair partnerships. This collaboration bridges academic knowledge with real-world challenges, ensuring that solutions are more targeted and have a long-term impact.
In assisting Balinese MSMEs to upgrade, Ni Putu Elsa Nitania Putri, a 2023 FEB UNAIR Undergraduate Management student, directly provided training and consultations to Old Muse (Badung), Sajian Ala Makcay (Tabanan), and Mie Kelor GUD (Tabanan). Each visit was tailored to the needs of each business, from branding and recruitment strategies to optimizing digital platforms. The students not only acted as facilitators but also as discussion partners, helping MSMEs develop long-term plans.
Strengthening MSMEs, Strengthening the Local Economy
MSMEs play a crucial role in poverty alleviation (SDG 1), contributing over 60% of GDP, and absorbing up to 97% of the national workforce. Unfortunately, limited market access, low digital literacy, and weak bargaining power remain significant challenges. The mentoring of Bali's MSMEs to upgrade, conducted by FEB UNAIR and KPPU, addresses these challenges through knowledge transfer (SDG 4) and immediately applicable digital skills, thereby opening up new business and job opportunities (SDG 8). This effort also supports the sustainability of local businesses, enabling them to compete amidst intense global competition.
Field Assistance: Digitalization and Business Strategy
During the implementation, mentoring for Balinese MSMEs to upgrade was carried out online and offline. Activities included:
Meta Business Training to manage integrated Facebook & Instagram accounts.
Consultation on promotional content creation and use of editing applications.
Creation of a new logo for Sajian Ala Makcay as a brand identity.
Design of employee recruitment posters for Old Muse to make the selection process more effective.
Introduction of the Shopee Shop Assistant feature for GUD Kelor Noodles to improve customer service.
Promotional visit of FEB UNAIR to SMAN 1 Tabanan, sharing campus information through presentations, fun facts, and games with prizes.
Real Results and Positive Change
The impact of the mentoring of Bali's MSMEs to upgrade is starting to be seen: Old Muse is now active on social media and has a well-defined recruitment strategy, Sajian Ala Makcay has a new logo and understands digital marketing techniques, and Mie Kelor GUD has begun optimizing its shop assistants and alternative marketing channels. Furthermore, MSMEs are now understanding their partnership rights as regulated by the KPPU (Commission for the Protection of Indonesian Consumers), strengthening their bargaining position in the market. These changes are expected to be the starting point for a more sustainable business transformation.
Multi-Party Collaboration, Multi-Dimensional Impact
This mentoring of Bali's MSMEs to upgrade demonstrates that collaboration between universities like FEB UNAIR, state institutions like the KPPU (Commission for the Development of Indonesian Micro, Small, and Medium Enterprises), and business actors can create real change. It not only provides technical solutions but also builds independence, increases competitiveness, and expands markets. This mentoring model is expected to be replicated in other regions with more diverse business sectors. The ultimate impact will not only be increased revenue but also the creation of a resilient, inclusive local business ecosystem ready to contribute to national economic growth.