UNAIR NEWS – Universitas Airlangga (UNAIR) provided IDR 3 million in cash business capital to each affected micro-entrepreneur in Meureudu District, Pidie Jaya Regency, Aceh, on Sunday, February 22, 2026. The assistance is expected to serve as a stimulus to help small and micro businesses (UMKM) recover and regain financial independence.
To ensure long-term benefits, Prof Dr Bagong Suyanto, Drs MSi, a Sociology expert at UNAIR, offers several alternatives for entrepreneurs to restart their businesses. He emphasizes that during the recovery phase, entrepreneurs should not aim for vertical expansion, but instead focus on lateral growth.
Business strategy: Small but numerous
Prof. Suyanto advised entrepreneurs not to rely on only one type of business. Given that market access is often limited, diversification becomes key.
“It is better to have many small businesses than only one large business with high risk. We must be realistic about our market target,” Prof. Suyanto said.
He added that business variation is essential. If entrepreneurs are not yet able to create different types of products, they can at least open branches in different locations to expand customer reach.
Second, the UNAIR Sociology lecturer also emphasized the importance of innovation and product identity. In today’s era, consumers no longer purchase goods solely based on their primary function, but also on emotional value or a “second function.”
According to Prof. Suyanto, a unique business name is one of the key factors that can attract consumers by sparking curiosity.
“Create a unique business name that makes people curious. People do something because of the experience, whether it is memorable or not,” he said.
In addition, it is important to understand the target consumers who purchase the product. “Understand who the buyers are. Consumers today often seek memorable experiences, such as luxury bags purchased because of their brand. Make sure you provide a story behind the product,” Prof. Suyanto said.
Social media optimization
At the end of his remarks, Prof. Suyanto emphasized the importance of utilizing social media as a primary, low-cost, and effective promotional tool. He hoped the businesses will remain sustainable, improve welfare, and strengthen business independence.
“Please do not spend it on consumptive needs. Allocate most of it to business sustainability. Do not waste this valuable opportunity,” he added.
Meanwhile, Ikhsan Rosyid Mujahidul Anwari MA, coordinator of LPMB UNAIR, hoped that the knowledge shared by expert lecturers can be beneficial and properly implemented. He added that UNAIR’s contribution is expected to foster optimism and hope for the people of Pidie Jaya.
“We hope YAPPERA can also help bridge the transferred knowledge so it can be easily implemented. It will then be YAPPERA’s responsibility to assist business owners in sustaining their enterprises,” Anwari said.
Through this assistance and educational support, UNAIR expected improved welfare among entrepreneurs to foster economic independence and ensure long-term business sustainability. This initiative aligns with UNAIR’s commitment to supporting the Sustainable Development Goals (SDGs), including SDG 1 (No Poverty), SDG 3 (Good Health and Well-being), SDG 8 (Decent Work and Economic Growth), SDG 11 (Sustainable Cities and Communities), and SDG 17 (Partnerships for the Goals).
Author: Khefti Al Mawalia
