Sidoarjo, July 15, 2025 – Students of the Faculty of Economics and Business (FEB) Universitas Airlangga (UNAIR) in collaboration with the Business Competition Supervisory Commission (KPPU) successfully implemented the Community Service Program Caring for UMK Vol. 2 in Sidoarjo Regency. Carrying the theme UMK Go Digital, Go Competitive, the activity which took place throughout July to August, became a real forum for students to apply the knowledge they learned in lectures, while strengthening the role of FEB UNAIR together with KPPU in encouraging micro and small business actors (UMK) to move up a class through digitalization of promotions.
The "Go Digital, Go Competitive" MSE program was initiated by Aura Nasywa (Management 2023), under the guidance of her advisor, Mr. Dunga Dwi Barinta, SE., MM. The program focuses on assisting MSEs in optimizing simple technology as a promotional tool to make their businesses more competitive and sustainable in the competitive marketplace.
A total of three local MSMEs are partners in the MSME Go Digital, Go Competitive program, namely:
- Mr. Sumadi's Green Grass Jelly Ice
- Mrs. Is's Chicken Noodles
- Modern Mother's Penyetan
These three MSMEs face similar obstacles, such as limited promotion, minimal use of technology, and reliance on conventional methods such as word of mouth.
Through a synergy between FEB UNAIR and the KPPU, the Go Digital, Go Competitive MSMEs program is supported by a simple yet targeted digitalization strategy. Training includes using WhatsApp Business as a digital storefront, creating a product catalog complete with photos and prices, and compiling a broadcast list for loyal customers. Additionally, logo design, digital brochures, and menu catalogs are prepared to enhance the business's professional appearance.
The tangible impact of the UMK Go Digital, Go Competitive program has been felt immediately by its partners. Pak Sumadi's Green Grass Jelly Ice is now actively promoting itself through community WhatsApp groups, Mie Ayam Bu Is is using a neat digital catalog to make things easier for customers, and Penyetan Bunda Zaman Now is building its brand identity through an online logo and brochure.
The Go Digital, Go Competitive program, not only focuses on MSEs, but also targets the younger generation. On July 29, 2025, the implementation team visited a high school in Sidoarjo to conduct campus outreach. This activity introduced the Faculty of Economics and Business Universitas Airlangga, explained major options, career opportunities, and provided motivation to students. The presence of the KPPU emphasized the important role of synergy between universities and state institutions: supporting MSEs while building the enthusiasm of the next generation.
The transformation experienced by partners demonstrates that the Go Digital, Go Competitive MSE program has had a comprehensive impact. It not only improves promotional capabilities but also fosters business actors' confidence in utilizing technology. With guidance from FEB UNAIR and support from the KPPU, MSEs in Sidoarjo are now more organized, professional, and ready to compete in an ever-expanding market.