(FEB NEWS) Entering a fast-paced business era, adaptability is key for Micro, Small, and Medium Enterprises (MSMEs) to survive. Recognizing this, the Faculty of Economics and Business, Universitas Airlangga (FEB UNAIR), in collaboration with the Business Competition Supervisory Commission (KPPU) Regional Office IV, launched the "Impact Campus: Caring for MSMEs" program. During the period of July–August 2025, a team of FEB UNAIR students consisting of Ulvina Wilda Aisiyah (141231140), Kevin Putra Setiawan (141231122), and Salsabila Qatrunnada Syafian Iftinan (141231133) from the Economics Study Program, class of 2023, directly assisted three business actors, Dapur Mb.Kriest (Kranggan, Mojokerto City), Geprekin (Magersari, Mojokerto City), and Jajanane_Ndul (Prajurit Kulon, Mojokerto City) to strengthen their competitiveness in the digital realm.

The mentoring program began with identifying the challenges faced by each business owner. Dapur Mb.Kriest needed an online promotional strategy, Geprekin needed to improve bookkeeping at its branches, while Jajanane_Ndul was preparing to expand to Surabaya and needed a more robust marketing concept.
The program progressed in stages. In the second week, the MSMEs received an introduction to QRIS and simple financial management training. While some were still considering implementation due to administrative costs, the discussion broadened their perspectives on transaction efficiency and business credibility.

The following week focused on copywriting training and digital marketing strategies. Geprekin learned how to craft compelling promotional text, Jajanane Ndul updated its social media visuals, and Dapur Mb.Kriest started being active on Instagram. In the fourth week, the team helped create a location point on Google Maps, making it easier for potential customers to find the business with just one search.

This entire series of mentoring programs aligns with Sustainable Development Goal (SDG) 8, which emphasizes the importance of inclusive and sustainable economic growth through productive job creation. Increasing the capacity of MSMEs not only provides opportunities for market expansion but also encourages employment, strengthens local supply chains, and stimulates regional economies. With improved digital capabilities, MSMEs are able to compete in a broader market and create a ripple effect for surrounding communities.

"Now I can write captions that not only provide information, but also make people curious to buy," said the owner of Jajanane_Ndul, smiling at her latest post.

Meanwhile, Mrs. Kristin from Dapur Mb.Kriest said, "At first, I wasn't used to using social media. But after being guided, I became enthusiastic about promoting my business online."

Beyond MSMEs, my team and I also visited SMKN 2 Buduran to share insights into the world of studying at FEB UNAIR. A total of 111 students from the Office Management, Accounting, and Digital Business departments received information about study program options, career prospects, and real-life experiences in community service.

FEB UNAIR students shared how their college experience helped them expand their network, improve their practical skills, and build their confidence for entering the workforce. They also offered tips on preparing while still in school, such as building a portfolio, honing their communication skills, and utilizing technology to support their learning.

Student involvement in the field includes technical assistance, promotional material creation, design application training, and social media posting strategies. The entire series of activities is conducted under the academic direction of Supervisor Dunga Dwi Barinta, SE, MM, while the KPPU complements this process by providing an understanding of the ethics of healthy business competition and mutually beneficial partnerships

Now, Dapur Mb.Kriest has a clearer online identity, Geprekin is strengthening its image at its new branch, and Jajanane_Ndul is ready to penetrate new markets. Meanwhile, the vocational school students took home the motivation to continue learning and building their future.

The "Impact Campus: Caring for MSMEs" program demonstrates that collaboration between universities and government institutions can transform the concept of economic empowerment into concrete action. With the right approach, SDG 8 can be realized through job creation, enhanced competitiveness, and sustainable local economic growth.