Surabaya, Wednesday, August 6, 2025 – The Faculty of Economics and Business, Universitas Airlangga (FEB UNAIR) in collaboration with the Business Competition Supervisory Commission (KPPU) Regional Office IV held the UMK Care Volume 2 activity in July 2025. This program targets two different groups. First, Micro, Small, and Medium Enterprises (UMK) actors in Tambaksari and Tegalsari Districts who are targeted to increase competitiveness through the use of digital technology. Second, students of SMA Negeri 6 Surabaya who participated in the socialization and promotion of higher education, especially to introduce the Faculty of Economics and Business, Universitas Airlangga (FEB UNAIR).
Indonesian MSMEs contribute 61% to the national GDP and employ 117 million people (Ministry of Cooperatives and SMEs, 2024). However, some MSMEs in Surabaya still lag behind in utilizing digital technology and modern marketing strategies, such as delivery services, cashless payments, and online promotions. Limited digital literacy is a challenge that weakens their competitiveness.
To address these challenges, the implementation team presented four structured programs targeting 15 MSEs in the Tambaksari and Tegalsari Districts of Surabaya. First, assistance with digital sales through GoFood and ShopeeFood (July 11–12, 2025) for culinary businesses, including Es Pisang Ijo Cangga and Nasi Pecel Bu Kenik. MSEs received assistance from partner registration, uploading legal documents, and simulating application usage. As a result, they recorded a potential increase in sales of around 5 to 10 transactions per day.
The second program, QRIS education and mentoring (July 12, 2025), involved MSEs including Mie Ayam Jakarta Pak Gendut, Bubur Ayam Berkat Khas Surabaya, and Seblak Pawon Bek Han. This mentoring included explaining the benefits of cashless transactions, GoPay registration, and QRIS promotion strategies. Participating MSEs successfully expanded their cashless consumer segment and increased revenue.
Third, marketing training via Instagram and WhatsApp Business on July 20, 2025, targeting MSEs including Hot Meatballs, Milky Sticky Ice Cream, Zimbinz Martabak, and Bolu House FF. This mentoring included business account creation, content development, and product publication practices. Three new Instagram accounts and one WhatsApp Business account were successfully created, with a target of regular weekly publications.
Fourth, a program to use thinwall packaging (reusable plastic packaging) by July 21, 2025, targeting Es Pisang Ijo Cangga and Bubur Ayam Berkat Khas Surabaya micro, small, and medium enterprises (MSMEs) as an environmentally friendly business practice. The team introduced packaging samples, provided education on its benefits, and documented its use to support a green economy.
According to one MSME player, QRIS has been proven to speed up transactions and increase customer interest:
"Previously, customers could only pay cash, so they often didn't eat here. After the QRIS installation, it's become more convenient, and more people are stopping by," said the owner of Mie Ayam Jakarta Pak Gendut.
In addition to assisting UMK (Micro, Small, and Medium Enterprises), UNAIR FEB students also conducted higher education outreach at SMAN 6 Surabaya on July 25, 2025. Around 90 students participated in presentations on study programs, college admission pathways, and promotions for the Economics Olympiad competition. The event featured an interactive quiz, souvenir distribution, and a lively Q&A session.
The MSE Care Program Volume 2 reflects a commitment to the implementation of the Tri Dharma of Higher Education, especially in the aspect of community service. This program also supports the achievement of Sustainable Development Goals (SDGs), including SDG 1 (No Poverty) through empowering MSE actors, SDG 4 (Quality Education) through higher education socialization to high school students, SDG 8 (Decent Work and Economic Growth) through improving digital skills for MSEs, and SDG 17 (Partnership to Achieve Goals) through collaboration between FEB UNAIR, KPPU, MSE actors, SMAN 6 Surabaya, and the Universitas AirlanggaEconomic Olympiad committee.
It is hoped that this activity will strengthen the resilience of Surabaya's MSMEs in facing the digital era while also fostering the motivation of the younger generation to pursue higher education.
