Sidoarjo, Tuesday, August 12, 2025 – Faculty of Economics and Business, Universitas Airlangga (FEB UNAIR) in collaboration with the Business Competition Supervisory Commission (KPPU) Regional Office IV Surabaya again held the UMK Care Program Volume 2 of 2025. This program involved Aprillinda Karimah Putri, a student of Economics, FEB UNAIR, with the assistance of lecturer Dunga Dwi Barinta, SE, MM. The activity focused on empowering three local UMKs in Juwetkenongo, Porong, Sidoarjo, namely Go Chick, Rujak Paspor Mbak Ayu, and Soto Cak Ali.

This program is designed to increase the competitiveness of MSEs through management strengthening, marketing digitalization, and education on healthy business competition practices. Initial surveys indicate that MSEs in the region still face challenges in financial record-keeping, promotional strategies, and the use of digital technology. This initiative also supports the achievement of the Sustainable Development Goals (SDGs), specifically SDG 1 (No Poverty), SDG 4 (Quality Education), SDG 8 (Decent Work and Economic Growth), and SDG 17 (Partnerships for the Goals).

The series of activities included field surveys, simple financial record-keeping training, product catalog creation, Google Business registration, and QRIS installation to facilitate transactions. Furthermore, business competition education was also provided to students at Muhammadiyah 3 High School in Tulangan. Positive impacts are already evident, including partner businesses now being more easily found on Google Maps and being able to update their information online.

Aprillinda Karimah Putri said, "Through this program, I learned that every MSE has a unique story and challenges. With the right guidance, they can grow and compete healthily in the market." Meanwhile, Mbak Ayu, owner of Rujak Paspor, added, "Now our business is more organized, and promotions through Google Business make it easier for more people to find us."

The collaboration between FEB UNAIR and KPPU Regional Office IV demonstrates that synergy between academics, regulators, and business actors can have a tangible impact on empowering MSEs. With improved management, the use of digital technology, and an understanding of healthy business competition, MSEs in Juwetkenongo are now better prepared to face market dynamics and contribute to regional economic growth.