UWP Lecturers and Students Assist Culinary MSMEs, Warung Bu Susi Now Goes Digital, with Immediate Increase in Revenue
The academic community's attention to empowering micro, small, and medium enterprises (MSMEs) is increasingly evident. Wijaya Putra University (UWP) demonstrates its commitment by assisting culinary MSMEs in Mojokerto through its Community Empowerment Program (PPM).
This time, the UWP team is assisting in the development of Warung Nasi Bu Susi, located in the Keboan neighborhood, Gunung Gedangan Village, Magersari District, Mojokerto City. Three lecturers and two students are directly involved in providing intensive mentoring to modernize the culinary business and enable it to compete in the digital marketplace.
They are Nurleila Jum'ati, S.Psi, MM., Team Leader, and Yurilla Endah Muliatie, SS., S.E., MM. and Arif Ardliyant, S.Sos.I., M.I.Kom., as members, while the two students actively assisting are Annisa Eka Fatmawati and Anas Tasya Aulia.
The Head of the PPM Team, Nurleila Jum'ati, S.Psi, MM., explained that this program focuses on product innovation, marketing strategies, and business legality. "We learn through product derivative innovation, market strategies, and the use of digital marketing," she said.
Warung Nasi Bu Susi, which was established in 2017, experienced a decline in sales after relocating to a rural area that was more difficult for consumers to reach. However, this stall has significant potential, especially through its derivative product, the authentic Mojokerto pecel chili sauce, which has not yet been marketed professionally.
Some of the main obstacles faced include: Production does not have a standard operating procedure (SOP) and proper packaging. Marketing is still conventional with minimal digital reach. Limited business legality, including the lack of halal certification.
The empowerment program is designed in a participatory manner. The UWP team conducted outreach, product innovation training, packaging design, digital marketing through WhatsApp Business and social media, and assistance in obtaining a Business Identification Number (NIB) and halal certification.
Furthermore, UWP students were involved in digital content design, branding, and activity documentation. This step also implemented the Impactful Campus concept and supported the achievement of the university's Key Performance Indicators (IKU).
As a result of this series of activities, MSME partners have successfully marketed ready-to-serve pecel chili sauce with attractive packaging and a stronger brand identity. "Pecel chili sauce sales turnover increased by 30% after implementing the digital marketing strategy," explained Yurilla Endah Muliatie, SS., S.E., MM., a member of the UWP PPM team.
The empowerment of Warung Nasi Bu Susi through innovative market development and marketing of pecel chili sauce seasoning was carried out by a team of UWP lecturers and students. Photo by iNewsSurabaya/arif
In addition to increased turnover, this MSME also received important outcomes in the form of a production SOP module, product label design, an active digital promotional account, video documentation of activities, scientific articles, and even an Intellectual Property Rights (IPR) application for the packaging design.
Susi, the owner of a rice stall, admitted that the mentoring from UWP has been greatly assisted. She is now more confident in marketing her products online. "I'm very happy to be able to learn digital marketing. The results are truly noticeable in my business," she said.
According to the team of lecturers, this program is expected to become a model for empowering culinary MSMEs based on local wisdom. The concept implemented not only focuses on product innovation and digital marketing but also emphasizes business sustainability through the utilization of local resources.
With the support of academics, MSMEs in Mojokerto are now not only surviving but also ready to expand further, even penetrating markets outside the city.
