Boosting Competitiveness: UNJ FEB Lecturers Provide Digital Training and Financial Literacy for Cipinang MSMEs

Jakarta State University (UNJ), through a team of lecturers from the Faculty of Economics and Business (FEB), implemented a community service program targeting Micro, Small, and Medium Enterprises (MSMEs) in Cipinang Sub-district, East Jakarta. This initiative focused on solving classic MSME obstacles, namely the lack of digital marketing optimization and weak business financial governance.

The event, which took place on Friday (June 6, 2026) in Gang Asoka V, was led by Prof. Dedi Purwana ES., along with team members Setyo Ferry Wibowo, Wahyu Wastuti, and Monica Dewi. A total of 16 business owners from the culinary to trading sectors actively participated in the workshop titled 'TikTok Optimization and Strengthening MSME Financial Accountability'.

In the marketing session, participants were given practical guidance on transitioning from personal social media accounts to TikTok Business accounts. MSME entrepreneurs were taught how to design creative promotional content and integrate the platform with sales channels such as WhatsApp. On the other hand, the financial management aspect emphasized the importance of separating personal and business assets, as well as simple methods for preparing daily cash books to monitor profit and loss.

Prof. Dedi Purwana emphasized that the collaboration between digital literacy and financial administrative order is key to business sustainability in the modern era. According to him, understanding cash flow management is not just for neatness, but also serves as a vital instrument to enhance business credibility when MSMEs seek to access formal financing.

Based on evaluation data, this activity proved effective, resulting in a 23.5 percent increase in participants' understanding. The success of this program also supports the Sustainable Development Goals (SDGs) agenda, particularly regarding economic growth and poverty alleviation. As a follow-up, the UNJ team is committed to continuing to mentor these business owners until they can manage their business operations independently and professionally.