Surabaya, Thursday, August 7, 2025 – What happens when one student from the Management Study Program, Faculty of Economics and Business, Universitas Airlangga, directly assists four MSEs at once? That's us, the SURAKITA group in the MSE Care Program Vol. 2, a collaboration between the Faculty of Economics and Business, Universitas Airlangga , and the Business Competition Supervisory Commission (KPPU). Through a series of intensive mentoring sessions, they have transformed the face of dozens of MSEs in Surabaya, from promotion and business management to financial governance.
The program, which took place from July 2–August 7, 2025, targeted MSEs across sectors ranging from culinary to technology services. Instead of providing one-way seminars, students went directly to the field to understand problems, formulate solutions, and assist in their implementation. MSEs involved in this activity were cross-sector MSEs such as Banovit, Dapur Alvin, Dapoer Mimi, Bakso Pak Tri, Chick N Cheese, Nasi Goreng Bang Bayu, Riels Komputer, Sunnahedits, Sego Sambel Cak Gi'o, Adakita.co, Bebek Madura Cak Ri, Rasen Space, Galon Mas Zull, Pisang Molen Cak Mul, and Tahu Susu & Es Jeruk Peras Gubeng. Each business actor was given direct, applicable guidance, according to their needs and business model.
The Surakita Group under the guidance of Mr. Fajar Kristanto Gautama Putra, SA, MA together with students from the Management Study Program class of 2023 with the chair Agnes Nathania Sutadji and members Raditya Pandita Zaim, Edward Cristaldo Sutanto, Fathia Hafsa Naraima, and Caitlyn Wilson Santoso.
The mentoring program is conducted in three stages. The first stage is digital marketing outreach, covering the importance of branding, target market identification, and online promotional strategies. The second stage is identifying issues faced by MSEs, ranging from suboptimal promotions to disorganized financial records. The third stage is one-on-one personal mentoring, including promotional content creation, new banner designs, and product photography.
The community service team has developed immediately practical materials, covering product strategy and market segmentation, promotional content creation (captions, photos, and visuals), and digital catalog design using Canva, which can then be distributed via WhatsApp Business or Instagram. This training highlights the importance of visual storytelling and brand consistency as key determinants of consumer engagement in today's digital age.
One participating MSE, for example, was asked to rewrite its product promotion narrative so that it not only sold goods but also value and experiences. This content creation process was part of an effort to strengthen the business's emotional and aesthetic positioning—two crucial aspects amidst the dominance of competitive digital content.
The digitalization process began with the creation of WhatsApp Business accounts, Google Maps, and Instagram accounts, as well as a digital catalog using Canva. This made the MSMEs easier to find and access for new customers. The team not only focused on the online platform but also updated the physical appearance of the business. Promotional banners and menu boards were redesigned to be more attractive and informative, enhancing credibility and attracting visitors.
Financial record-keeping is a serious concern. Many MSEs operate without proper bookkeeping. Through training on using Google Spreadsheets, business owners learn to record cash flow, calculate ending balances, and regularly monitor finances. Furthermore, the integration of QRIS-based digital payments speeds up transactions, simplifies sales recaps, and increases customer trust. For operations, MSEs are assisted in creating a stock database system with product, supplier, sales, and minimum stock notification data, ensuring a stable supply of goods.
Beyond the technical aspects, this program also instills ethical business values. Through materials provided by the KPPU (Commission for the Public Service Commission), MSEs (SMEs) understand fair market principles and the importance of avoiding unfair practices. Pre- and post-test results showed increased knowledge, signaling a new awareness of the importance of healthy and sustainable competition.
Since the program's launch, many MSEs have experienced significant improvements in sales, market reach, and operational efficiency. A comprehensive digital identity makes their businesses easier to find and access by new customers. A cleaner physical appearance also increases the attractiveness of their stalls, while organized financial records facilitate long-term business planning. Furthermore, collaborative networks have been established among MSEs participating in the program. They share information, promotional strategies, and even support each other on social media. This program demonstrates that when education, regulators, and businesses unite, change becomes more than just talk, but a reality with long-term impact.