Bandung, 26 October 2023, Faculty of Economics and Business (FEB) together with Widyatama University’s Postgraduate School (SPs) in collaboration with the International Chamber of Commerce (KADIN) of Bandung City, carried out Community Service (PkM) intended for MSME players in Bandung so that they could be globally competitive. This activity is a continuation of the PkM activity last May 2023. PkM was held in Building B, 6th Floor of Widyatama University and attended by 40 MSME players including bazaar activities in the hallway of the Multipurpose Building.
In his remarks, Djudju Sukmana S. Sos., M. Sos., representing the Chairperson of KADIN Bandung City expressed his commitment to always support the development of MSMEs in facing the challenges of digitalisation so that they can sustain in the midst of increasingly high competition. Furthermore, the activity continued with remarks from Dr. Nuryaman, S. E., M. Si., Ak., CA (Dean of FEB) and Dr. Deden Sutisna, S.E., M. Si. (Deputy Director of the Graduate School).
This PkM activity involved resource persons Dr Nina Nurani, S. H., M. Si, ER (Assoc.) (Widyatama University), Jamizan Jalaluddin@Mohd Rashid (College of Creative Arts Universiti Teknologi MARA, UiTM), Aizuddin Mohd (Brand Consultant 9M SIGMA SDN. BHD), Siti Fauzia, M.M. (UMKM Actors), Prof. Dr. Drs. Zulganef, M, M. (Moderator) as well as Widyatama University Alumni. and the PkM cluster under the coordination of Dr. Nina Nurani, S. H., M. Si, Dr Mariana Rachmawati. M. M., Dr. Nugraha Saefudin, M. M., and Dr. Yenny Maya Dora, M. M involved Widyatama University lecturer teams.
The first speaker, Jamizan bt. Jalaluddin Graphic.Hons, M.A., A.D. as Senior Graphic Lecturer, CCA Universiti Teknologi MARA (UiTM), Malaysia raised the importance of actors understanding the concept of designomic: design and economy. He revealed that it is important to raise branding/identity in their respective business ecosystems so that MSMEs can sustain. There are principles that are starting to shift, for example related to place. Currently, many are switching to various digital platforms such as Instagram, Shopee, Facebook, or others. The ability to copywriting, live streaming, including making digital marketing videos are things that must be done today. Entrepreneurs must be able to control consumers, think as a person who must succeed, and strengthen product identity, for example as a halal product.
Furthermore, Aizuddin Mohd as Brand consultant of 9M SIGMA SDN. BHD Malaysia, revealed that in developing a brand, it must be done consistently and show the uniqueness of the product that can be shown, for example from the packaging design and logo. Often what is done is directly creating a logo design without considering the long-term aspects. There are several stages that can be done by actors to design a brand as something that is needed by MSMEs to transform their business, including the challenge of how a brand must be able to differentiate from other competing brands.
Another interesting point was conveyed by Dr Nina Nurani, S. H., M.Si., who raised the importance of MSME players understanding IPR. Do not let the business that has grown, stop, because of the ignorance of the actors of the importance of the brand and record ownership rights legally. The participants were very diligent in listening and very enthusiastic considering the issue of how often problems in the field are related to ignorance of brand rights, especially when many competitors have sprung up. The last speaker, Siti Fauziah, emphasised that the application of digital marketing has become a necessity. There are many strategies, platforms, and techniques that can be adopted so as to encourage MSMEs not only to get “cuan” but also to survive in the current era.
The participants were enthusiastic about today’s activities by actively asking the speakers from how to gain access to enter the market in Malaysia, maintain their business brand when there are offers from other companies to make loans to issues regarding brand ownership registration for MSMEs.
Dr Nina Nurani, S. H., M. Si. as the Chief Executive as well as a lecturer at FEB and SPS UTAma revealed that this activity is a routine activity that will be carried out every semester.
“This PkM is a sustainable mentoring activity as a form of implementation of the MoU collaboration between Widyatama University and KADIN Bandung City which has the same vision to advance MSME players to go international.” Nina said.
The same thing was conveyed by Dr Meriza Hendri, M. M who is not only involved as a lecturer but also has full attention to continue to encourage the progress of MSMEs.
“Educational institutions must continue to collaborate, one of which is with KADIN Bandung City, in order to contribute in any small way in the corridor of the Sustainable Development Goals, especially target 8.3, which is to promote development policies that support productive activities, decent job creation, entrepreneurship, creativity and innovation, and encourage the formalisation and growth of micro, small and medium enterprises, including through access to financial services.” Meriza said.
