Students Universitas Diponegoro (Undip) who are part of the 2025 Diponegoro University Kuliah Kerja Nyata (KKN) under the Village Science and Technology Development Scheme have carried out a community service activity themed “Strengthening MSME Through a Multidisciplinary Approach in Economics and Management” in RW 3 and 4 of Rowosari Subdistrict, Tembalang District, Semarang City. This activity lasted for 45 days and served as a tangible manifestation of Undip’s commitment to implementing the Tri Dharma of Higher Education, particularly in the aspect of community service.

RW 3 and 4 in Rowosari Subdistrict are areas with relatively dynamic MSME growth. Most of the businesses operating in the area are in the sectors of home-based food production, handicrafts, services, and daily trade. However, based on initial observations conducted by the KKN team, many MSME actors still face challenges in business management, digital promotion, financial record-keeping, and product packaging.

In response to these issues, the Undip KKN team provided solutions through a multidisciplinary approach involving students from various study programs, including Management, Economics, Accounting, Business Administration, and Islamic Economics. This collaboration enabled the implementation of comprehensive MSME empowerment programs, covering aspects from managerial to visual and marketing elements.

One of the main programs implemented was basic financial management training. In this training, MSME actors were taught how to neatly record income and expenses, calculate profit and loss, and manage daily cash flow. The training was supported by the use of manual cash books and recommendations for easy-to-use financial recording applications.

In addition, branding and digital marketing training also became a key focus. Participants were given insights into the importance of brand identity, how to market products through social media, and strategies to attract new customers in the digital era. The KKN-T IDBU 59 team also assisted in creating logo designs, product labels, and promotional content for several mentored MSMEs considered to have strong growth potential.

Furthermore, the KKN-T IDBU 59 team conducted MSME mapping in RW 3 and 4 and compiled digital MSME profile data. The results of this mapping will be handed over to the Rowosari Subdistrict authorities as a reference for developing data-driven community empowerment programs.

The KKN activities concluded with the implementation of a Micro, Small, and Medium Enterprise Forum Group Discussion involving local residents and the subdistrict authorities. This discussion served as a platform to present the results of the KKN mentoring and to bridge MSMEs with broader markets. The community welcomed the initiative positively and expressed hope that such programs could continue sustainably in the future.

Through this program, Diponegoro University has demonstrated its commitment to making a tangible contribution to community economic development. The multidisciplinary approach has been the key to the program’s success, proving that synergy between various fields of knowledge can produce relevant and sustainable solutions for society.