Surabaya, Thursday, August 7, 2025 – Students of the Faculty of Economics and Business, Universitas Airlangga (FEB UNAIR) have once again demonstrated concrete action in supporting the strengthening of the people's economy. Through the Community Empowerment Program for Micro, Small, and Medium Enterprises (UMK) Vol. 2, the FEB UNAIR student team collaborated with the Business Competition Supervisory Commission (KPPU) Regional Office IV to provide intensive mentoring to 12 MSEs in Surabaya. This program runs from July 7 to August 8, 2025, with the aim of bridging the digital divide and increasing business competitiveness through digital marketing strategies.

The student team involved consisted of Muhammad Abrar Hakim, Adzriel Shafaa' Nur Yusuf, and Muhammad Naufal Fathurrizqi from the 2023 Undergraduate Management Study Program, as well as Rozan Hanifah Alde from the 2023 Undergraduate Economics Study Program. All activities were accompanied by a supervising lecturer, Nabilah Ratnaduhita F., SM, MSM

This initiative arose from a concern for the fundamental challenges faced by MSEs in Surabaya. Despite contributing over 61% to national GDP and being a crucial sector in the metropolitan city, many businesses still face low technological literacy. This situation creates a digital divide that hinders potential growth. Through this program, MSEs are equipped with practical skills to effectively utilize digital technology, while also demonstrating strategic synergy between academics and government institutions to significantly impact the local economy.

Mentoring was provided specifically according to the needs of each MSE spread across Gubeng, Sukolilo, and Wonokromo. For example, Mie Jebew and Wonton, Mie Bonek, Warung Barokah Sih, Masakan Mama, and Pondok Kelapa received training on social media utilization, while Warung Prima Ibu Sulicha and Masakan Mama were facilitated with registration on the GoFood platform to expand their market. Blen Coffee and Wejangan Emak received education on creating simple inventory stock reports to control the flow of goods. Otak-otak, Cireng, and Tahu received support in creating new business banners, while Batagor, Siomay, and Dimsum; Pisang Meler Airlangga 2; and Mie Ayam Mas Rindu were facilitated with registration and QRIS printing to modernize their transaction systems.

This program targets an average sales increase of 20–30% and at least 70% of targeted MSEs to actively utilize digital platforms. Funding comes from students' own fees, reflecting a strong commitment to the economic progress of the community. In addition to driving income growth (SDG 1 – No Poverty and SDG 8 – Decent Work and Economic Growth), this activity also contributes to SDG 4 (Quality Education) through practical training, and SDG 17 (Partnerships to Achieve the Goals) through collaboration between universities, governments, and communities.

For the students who participated, this program served as a field laboratory that enriched their academic experience. Management students were able to directly apply theories of marketing, operational management, and branding, while Economics students gained insight into microeconomic dynamics and the impact of interventions on local market structures. This collaboration between FEB UNAIR and KPPU demonstrated that synergy between academia and government institutions can create concrete solutions to increase the competitiveness of MSEs while producing superior graduates who empathize with the nation's economic development.