Jember, Thursday, August 14, 2025 – The spirit of MSME digitalization is growing stronger through the Impact Campus: Students Care for MSMEs Vol. 2 program, a collaboration between the Faculty of Economics and Business, Universitas Airlangga (FEB UNAIR) and the Business Competition Supervisory Commission (KPPU) Regional Office IV. This program runs from July 10 to August 12, 2025, with the aim of accelerating MSME mentoring in the field of digital marketing and instilling the values of healthy business competition among business actors in various regions.
In Jember Regency, MSME digitalization is being carried out by Mariska Amelia Putri (Management 2024) under the guidance of Elsa Yustika Putri, SM, M.SM. For a month, she directly assisted three MSMEs in Sumbersari District: Bedhag Coffee, Dimsamcong, and Cimol & Cireng Aneka Rasa. The program aimed to identify challenges and design more modern, adaptive, and competitive business strategies.
The MSME mentoring program began with direct observation and interviews to identify core issues. The findings indicated that the three MSMEs faced challenges in branding, digital marketing, and customer loyalty management. Based on this mapping, a comprehensive action plan was developed, including creating a loyalty program, optimizing social media, managing WhatsApp Business, registering on Google Maps, and training in technology-based marketing strategies.
Bedhag Coffee, founded in 2015 under the leadership of Donny Agustinus Waluyo, is one of the beneficiaries of MSME digitalization. This business receives loyalty cards for regular customers, Instagram account optimization, and the development of scheduled promotional strategies. "This loyalty program maintains relationships with existing customers while simultaneously attracting new ones," said Donny.
Dimsamcong, a premium dimsum MSME founded by Fahmi in 2024, received MSME mentoring in the form of creating a regular customer discount program, training in digital promotional content creation, and developing a content planner. This initiative aims to create consistent, engaging, and trend-driven promotions.
Cimol & Cireng Aneka Rasa, Agus's business since 2010, has undergone a digital transformation for MSMEs by creating an official Instagram account, redesigning the cart banner, activating cashless payments via QRIS, and registering the business location on Google Maps. These changes make it easier for customers to find the location and increase consumer trust.
Besides focusing on MSME mentoring, this program also targets education for the younger generation. On July 25, 2025, Mariska visited SMAN 2 Jember to provide material on fair business competition, the role of the KPPU (Commission for the Supervision of the Indonesian National Commission), and an introduction to FEB UNAIR. The session not only discussed the admission pathways and study programs at FEB UNAIR but also career prospects in economics and business. The interaction was lively, with 12th-grade students enthusiastically asking questions about college preparation and future business opportunities.
The digitalization of MSMEs is already showing results. Donny from Bedhag Coffee reports smoother transactions thanks to QRIS and scheduled online promotions. Fahmi from Dimsamcong finds the content planner helpful, which simplifies posting schedules. Agus from Cimol & Cireng Aneka Rasa has seen increased sales because his business is now easily found on Google Maps.
For the Faculty of Economics and Business, Universitas Airlangga, the MSME mentoring program in Jember is a concrete manifestation of the implementation of the Tri Dharma of Higher Education. It is not only limited to community service activities, but also serves as a means of directly applying management knowledge in the field, strengthening research based on industry needs, and developing student skills in communication, analyzing problems, and formulating practical solutions. Meanwhile, for the Business Competition Supervisory Commission (KPPU), this activity is a strategic channel to socialize the values of healthy business competition and fair partnerships directly to business actors and the community. With this collaboration, KPPU is not only a regulator, but also an active partner in building a healthy and sustainable business climate in the region.
The program's impact extends across various aspects. MSMEs gain digital skills, increased turnover, and a more professional promotion system. School students gain knowledge about the business world and higher education. FEB UNAIR strengthens its reputation as a strategic partner in MSME development. The KPPU (Commission for the Development of Business) successfully instills awareness of sound business law. The wider community benefits from the creation of a creative, adaptive, and ethical business ecosystem.
This program also supports the Sustainable Development Goals (SDG 1: Poverty Eradication, SDG 4: Quality Education, SDG 8: Decent Work and Economic Growth, SDG 17: Partnership). Through synergy between campuses and businesses, the digitalization of MSMEs and the implementation of fair business competition in Jember demonstrate that small, planned steps can produce significant and sustainable change.
