MSMEs Empowerment Communication in New Normal Era: The Case of Mini University Kaltim Preneurs in East Kalimantan, Indonesia
Abstract
Indonesia’s economy consists mainly of micro, small and medium
enterprises (MSMEs). In this pandemic situation, the government
through its various institutions has made various efforts to save
Micro, Small and Medium Enterprises (MSMEs) from the impact
of covid-19, including Indonesian Central Bank located in East
Kalimantan Province. Its existing empowerment program named
Mini University Kaltim Preneurs made an innovation to
accommodate all its graduates to support each other in a local
market place named Minishop. This study try to analyse the
empowerment communication strategy implemented by Bank
Indonesia-East Kalimantan Area in strengthening the local
MSMEs in new normal era, and map out the barriers and
challenges faced to improve the program. This research employs
qualitative method, and using empowerment communication theory
as an umbrella to analyse the data. The study found that the
success of MSME rescue policy from the impact of the COVID-19
pandemic needs to be supported by some specific strategies to
maintain the sustainability of MSMEs as one of the players of the
Indonesian economy.