Jakarta- On Friday morning (18th July 2024) from 09:00 to 10:30, a remarkable international community service seminar took place through a hybrid format, marking a meaningful collaboration between the Management Department of BINUS Online Learning, Bina Nusantara University, and La Trobe University, Australia. This event showcased a joint commitment to uplifting Micro, Small, and Medium Enterprises (MSMEs) in the digital age through education and innovation. The keynote speaker was Dr. Petrus A. Usmanij, FCMA A&NZ, Director of Academic Partnerships and Senior Lecturer in Business Analytics at La Trobe University, who brought deep expertise and global insights into the seminar.

The seminar, titled “Business Analytics for MSMEs”, attracted an engaged audience of 9 MSME owners attending physically and 20 more joining virtually via Zoom. It aimed to equip MSME entrepreneurs with practical knowledge and tools to leverage data analytics for business growth, decision-making, and competitiveness in the digital economy. Dr. Petrus emphasized that in today’s fast-evolving marketplace, understanding and utilizing data is no longer optional, it’s essential for survival and success.

Throughout the session, Dr. Petrus introduced a variety of tools suitable for businesses at different stages of digital maturity. For beginners, he recommended Microsoft Excel and Power BI for basic analytics and dashboard creation. For more advanced users, he highlighted Python (with Pandas and Scikit-learn) and R (using the tidyverse) for deeper data modeling and predictive analytics. He also introduced NVivo, a qualitative data analysis tool particularly useful for understanding customer feedback, as well as Orange and RapidMiner, which support visual workflows for business intelligence.

The seminar also ventured into the transformative potential of Artificial Intelligence (AI) for MSMEs. Tools like ChatGPT was introduced as accessible AI platforms that can assist with market research, idea generation, customer interaction, financial interpretation, and even competitor analysis. Dr. Petrus stressed that these tools are not just for tech-savvy companies, they can be used by MSME owners with minimal technical background to make smarter, faster, and more informed business decisions.

Participants actively engaged in discussions and Q&A, sharing both their enthusiasm and the challenges they face in adopting digital tools. Many expressed newfound confidence and motivation to explore data-driven strategies in their businesses. Several attendees even reported plans to immediately begin using Excel dashboards and experiment with AI chatbots based on the seminar insights.

This event not only served as an educational experience but also strengthened the collaborative ties between BINUS University and La Trobe University. It highlighted the power of academic institutions in supporting grassroots economic development. The seminar served as a successful model for how international academic collaboration can have a direct, positive impact on local communities, especially by empowering MSMEs with the tools they need to grow and compete in the digital era.

Dr. Petrus’s hands-on engagement with MSME owners

Dr. Yuniarty as the Deputy of the Management Department Binus Online presenting a certificate of appreciation to Dr. Petrus Usmanij

Dr. Petrus, Dr. Yuniarty, Moderator Ms. Nabila, the lecturers and all the participants took photo together.