Indonesian and Malaysian Universities Collaborate to Drive MSME Transformation

Universitas Mercu Buana reaffirmed its commitment to supporting the sustainable transformation of MSMEs in the era of a green and digital economy through an International Community Service Programme (Pengabdian kepada Masyarakat - PKM) titled Green and Digital Transformation for OC OKE MSMEs: Collaborative Community Engagement between UMB Indonesia and UMT Malaysia. The programme at Meruya Campus of Universitas Mercu Buana is a strategic collaboration with Universiti Malaysia Terengganu and targets OC OKE Jakarta’s MSMEs nurtured by OC OKE. The programme aims to enhance competitiveness, business sustainability, and the readiness of MSMEs to face the global economy’s transformation based on a green economy and a digital ecosystem. The international PKM is led by Emeritus Professor in Management Indra Siswanti together with international academic Yusliza Mohd-Yusoff from Universiti Malaysia Terengganu. In his remarks, Indra Siswanti asserted that today’s MSMEs are not only required to survive but also to adapt to global changes through digital innovation and sustainable business practices. He noted that international collaboration between universities is an important step in creating real impact for communities. “This activity is a tangible form of academic contribution in guiding MSMMs to undertake green and digital transformations in a sustainable manner. We hope the collaboration between UMB and UMT Malaysia can provide global insights as well as practical solutions for OC OKE MSME development,” Indra said. Meanwhile, Yusliza Mohd-Yusoff stated that sustainability, green business, and digital transformation are now global agendas that require cross-border synergy, especially in developing the MSME sector. “We are very proud to collaborate with Universitas Mercu Buana in this community engagement activity. MSMEs play a crucial role in national economic growth, so strengthening green competencies, digital capability, and sustainable practices are highly relevant for the future,” she explained. Support also came from OC OKE Jakarta’s Executive Director, Iim Rusyamsi, who regarded the activity as very beneficial for MSMEs under OC OKE as it provides concrete guidance on digital marketing, sustainability, branding, and green business management. “We thank Universitas Mercu Buana and Universiti Malaysia Terengganu for their tangible contributions to OC OKE MSMEs. The material delivered is highly practical and relevant to today’s business challenges,” said Iim Rusyamsi. During the programme, several lecturers and researchers from Universitas Mercu Buana delivered strategic topics related to strengthening sustainable MSMEs. The topics included digital content strategy to boost brand awareness, enhancement of branding and digital marketing, green operations, sustainable marketing, green leadership, and long-term financial management for MSMEs. Additionally, discussions covered the implementation of a circular economy, sustainable social media management, strengthening green literacy, Gen Z-based eco-brand promotion, and the implementation of Green Human Resource Management (Green HRM) as a foundation for future MSME competitiveness. Through this international collaboration, Universitas Mercu Buana and Universiti Malaysia Terengganu hope to strengthen academic synergies that directly benefit the community while supporting the achievement of Sustainable Development Goals (SDGs), particularly in sustainable economic growth, industrial innovation, and inclusive community development. 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