Depok-In today’s digital era, MSMEs face major challenges in increasing visibility and competitiveness in an increasingly competitive market. Many business actors have difficulty utilizing digital platforms to market their products effectively. In order to answer this challenge, the Public Relations study program, Vocational Education Program, Universitas Indonesia (UI), presented Amritsa Raje, an influencer and content creator, as a guest lecturer. At the event held on Februari 18, 2025, Amritsa shared insights on digital strategies in supporting the development of MSMEs through various digital platforms, especially TikTok.
With a background as a UI Vocational graduate and her love for the world of television and digital content, Amritsa presented a session titled “How Are You Gonna Spend Your Life”. He emphasized the importance of spending life doing something we love, as she has done so far.
This activity aims to equip students with strategies in promoting MSMEs through digital content. This lecture session is very relevant because the final semester assignment of Public Relations students is to prepare a proposal to assist MSMEs, while improving their quality and visibility in the market.
(Photo: Amritsa explains strategies that can be built in digital communication)
Amritsa said that in the digital world, one video can change someone’s life. “It only takes one video to change your life,” he said. He shared the story of his early journey as a content creator, where he first studied other people’s content before applying it to his personal account. Amritsa said that this is an important step for anyone who wants to use social media for business, including students who want to help MSMEs.
“It is important for us to give breath and attention to every content. In addition, the use of text in videos is also important to ensure that the message is still conveyed, especially for audiences who cannot play sound on their devices. Don’t make flat content, add a little drama and play audio visuals to make it more interesting,” he said.
In creating digital content, Amritsa suggests not only focusing on hard selling products. Instead, storytelling is key to attracting attention and building connections with the audience. “As long as we have a phone, we can make anything into a video,” he added.
(Photo: Group photo with students after the guest lecture ended)
Students are also given the opportunity to consult directly about the MSMEs projects they will face. This interactive discussion is expected to help students in developing more effective and innovative digital communication strategies for the MSMEs they assist.
Head of the Public Relations Study Program, Mareta Maulidiyanti, S.Sos., M.M., said that she hopes that students will be more prepared to implement digital strategies in supporting the development of MSMEs in Indonesia. “Digital technology and creativity are the keys to bringing MSMEs to a higher level in increasingly dynamic market competition. By providing MSMEs mentoring assignments in implementing course practices, students will learn directly in the community and gain concrete experience in facing various challenges in MSMEs promotional activities,” Mareta concluded.
