UNU Jogja and NU Care-LAZISNU DIY Equip SMEs with Business Planning and Product Marketing Strategies

Yogyakarta, Indonesia – Strengthening product quality is a fundamental step in building consumer trust and enhancing the competitiveness of micro, small, and medium enterprises (SMEs). This was the key message of the second Business Incubation Program training, themed "Business Plan and Product Marketing," organized by NU Care-LAZISNU PWNU Special Region of Yogyakarta in collaboration with Nahdlatul Ulama University of Yogyakarta (UNU Jogja) through its Social Laboratory and Community Engagement Center at IIQ An-Nur Yogyakarta on Saturday, July 25.

The business incubation program is part of a broader initiative to empower local communities through mentoring and SME development, involving higher education institutions and Nahdlatul Ulama-affiliated organizations across the Special Region of Yogyakarta. Participants represented various sectors, including batik production, livestock farming, and food processing.

Throughout the program, SME participants received mentoring from lecturers across several study programs at UNU Jogja, including Accounting, Management, Agricultural Product Technology, Agribusiness, and Interdisciplinary Islamic Studies. The mentoring aimed to help entrepreneurs develop sustainable business strategies tailored to the unique characteristics of their respective enterprises.

Yenni Octarina, CEO of PT Auto Inovasi Sukses and one of the keynote speakers, emphasized that product quality is the foundation of customer trust. According to her, effective marketing should highlight the true quality and value of a product to potential customers.

"Product quality is the foundation of customer trust. Therefore, the key to marketing is promoting the quality of the product. SMEs must have a thorough understanding of the quality they offer," Yenni said.

She explained that while attractive promotions may encourage first-time purchases, long-term business sustainability depends on maintaining product quality so that customers develop trust and continue making repeat purchases.

"People may buy a product because they are initially interested, but they return because of its quality and the trust they have built. I hope the participants will be able to produce high-quality products and learn how to communicate those qualities effectively through social media and direct customer engagement," she added.

In addition to sessions on product quality, participants also received training from Evi Ni'matuszakkiyah, a lecturer in Public Relations and Customer Services at STIKES Surya Global, who shared practical strategies for developing business plans and creating promotional content that effectively communicates product value and competitive advantages.

One of the participants and an SME partner mentored by UNU Jogja, Jumilah, owner of Batik Giripurwo in Gunungkidul, said the training provided valuable insights that could be directly applied to the development of her business group.

"I believe this training is extremely beneficial for our business group. We learned how to create meaningful content that highlights the quality of our hand-drawn and stamped batik products," she said.

A similar testimonial was shared by Sri Lestari, owner of Dapur Lestari and an SME partner of UNU Jogja in the food and culinary sector. She said the program not only broadened her knowledge but also renewed her motivation to continue growing her business.

"I gained knowledge that I had never learned before, which has motivated me to keep improving. I am also grateful because, in addition to receiving capacity-building training, Dapur Lestari was directly empowered through the purchase of our products for the event's catering. I hope the collaboration between LAZISNU and UNU Jogja will continue to reach more SMEs that need guidance and support," she remarked.

Meanwhile, Puput Handayani, a lecturer in the Accounting Study Program at UNU Jogja and an SME mentor, believes the training has inspired participants to further develop their businesses.

According to her, presenting the material in simple and practical language made it easier for participants to understand the concepts and apply them directly to their daily business operations.

As a university in Yogyakarta committed to strengthening community empowerment through the Tri Dharma of Higher Education, UNU Jogja hopes that this Business Incubation Program will produce SME entrepreneurs who not only deliver high-quality products but also possess the skills to develop business plans, formulate effective marketing strategies, and communicate the unique value of their products, ultimately enhancing competitiveness and promoting sustainable economic independence within the community. [Latifah]