The things which need to be considered in pandemic is the economic sector recovery mechanism as a result of the Pembatasan Sosial Skala Besar policy, especially in Semarang City Government. This PSBB policy is an anticipatory step from the government to chain-break of Covid-19's spread. The application of digital marketing at a strategic level is carried out as an alternative solution to traditional marketing of products produced by pesantren become more comprehensive. So this research aims to build and develop a Program mart Tren which is ideal for micro-businesses adopt especially pesantren in Semarang City. This research uses an exploratory qualitative approach. Data sources obtained through observation, interviews and literature studies. The implementation of the Smart Trends Program is expected to: Increase the trust of existing customers and gain new potential customers, Renewal In the application of sophisticated technology in marketing, Expanding the market share of its superior products, Increasing the competitiveness of Islamic boarding schools in empowering the economy of the people. The success of this program will be determined by the seriousness of each stakeholder in carrying out this program in five stages, namely: Data collection, Registration program, Product curation, Product orders and deliveries, Payment.
The spread of the virus due to the Covid-19 pandemic, which has been ongoing since December 2019 continues to expand, including in Indonesia. In this case, the pesantren empowerment sector has become the focus of attention from the government given the potential possessed by pesantren in the socio-economic sector, especially the empowerment of the people [1]. The large number of pesantren and santri shows the potential for pesantren in their role [2,3]. This is confirmed by data from the Ministry of Religion, the number of Islamic boarding schools in Indonesia reaches 28,961 Islamic boarding schools, with a total of 2,645,344, of which the number of students who live is 1,442,283 students or those who do not reside, 1,203,061 students. If we look at the distribution by province, Central Java Province is in fourth place under West Java; Banten and East Java with the highest number of Islamic boarding schools amounted to 3,787 Islamic boarding schools and 298,874 students, while the City of Semarang was in the sixth position in Central Java Province with 183 Islamic boarding schools and 8,977 students (Figure 1).
As an educational institution based on religious knowledge, Islamic boarding schools are expected to be independent in their operational activities. One way is to optimize halal income posts to support the process of teaching and learning activities. The establishment of a pesantren business institution (such as a Baitul Maal Wa Tamwil (BMT) institution or a boarding school cooperative) is expected to be the optimal solution. This is reinforced by Magretta [4], Morris et al. [5].
through this business model being able to answer fundamental questions within the business unit on its six fundamental components. Such as value proposition, customer, process competence, external position, economic model, and investor factors (such as: who is the customer? what is the value of the customer? how does the business unit make money in this business unit?).
In practice, even under normal conditions, business units carried out by Islamic boarding schools often experience various obstacles and difficulties in running their business, especially in post-pandemic conditions. So that the impact of the Covid-19 pandemic in the pesantren business unit has the potential to decrease purchasing power, lack of market share, and other obstacles in the production and distribution process. Furthermore, various adjustments are needed by the business unit in running its business in order to be able to survive the uncertain macro economy, prevent bankruptcy and increase its competitiveness [6]. One of them is an alternative solution that the pesantren business unit can utilize by implementing a technology-based marketing system to maximize the existing marketing strategy.
Starting from the background of the existing problems, it encourages the exploration of the Smart Tren Program as a digital marketing process that business units will adopt to survive the post-Covid-19 pandemic. So that hope can be the foundation in the sustainability of a competitive, superior and creative business. The application of digital marketing at this strategic level complement traditional marketing and business strategies is becoming more comprehensive [7]. The thing that needs to be prepared is the integration of programs with the government in preparing this program ideally, considering that access to technology is also one of the biggest obstacles for business people. [8]. So, this study seeks to develop and compile an ideal Smart Trend Program in adopting digital marketing programs in business units in West Java Province. Based on the problems that the researchers described above, the problems that will be studied and discussed are as follows:
What are the problems with business units in Semarang City after the Covid-19 pandemic?
What is the ideal modelling concept for the adoption of the Smart Tren Program?
How will the pesantren business unit benefit from the adoption of this Smart Tren program?
Scope
This research focuses on the adoption of digital marketing in pesantren business units in Semarang City, which the Semarang City Government carries out through the Semarang City Regional Development Planning Agency, Research and Economic Development Sector in collaboration with several other agencies involved in efforts to empower pesantren. This program is a concrete and solution step initiated by the Semarang City Government in empowering Islamic boarding schools’ business units to survive the Covid-19 pandemic and follow technological developments to support technology-based intelligent city building. Something that is up-to-date and can be an example for other city or district governments both in Central Java Province and in other provinces in empowering the pesantren economy so that it is hoped that the pesantren business unit will be able to be competitive, independent, prosperous, independent and cultured based on religious values.
Goal
Academic Goals: Expected benefits from this study outcome can contribute to development and understanding management knowledge, especially in empowerment management, henceforth it can be developed into economics knowledge related to the linkage program planned by Semarang City Government in pesantren economic empowerment through pesantren business units so that in the future it will be able to be competitive, independent, prosperous, and cultured based on the values of religiosity. Through this proposal, it is hoped that it will be able to provide a comprehensive overview so that the output will get an optimal model and a description of the empowerment concept scope that will be carried out by Semarang City Government to the pesantren business unit.
Practical Goals
Expected benefits from this study are important considerations and input for Semarang City Government, especially Badan Perencanaan Pembangunan Daerah Kota Semarang, Bidang Penelitian, dan Pengembangan Ekonomi (Semarang City Regional Development Planning Agency, Research and Economic Development Sector), to be able to take various implementative steps in making policies and making regulations that can become foundation for sustainable development management of pesantren business units through integrated economic empowerment of pesantren with multiplier effects that can improve the economy of the people (umat), so people become more prosperous, independent and cultured based on religious values.
General Approach
This study used an explorative qualitative approach method with basic consideration of being able to comprehensively identify the adoption process related to digital marketing for pesantren business units in Semarang city as a form of economic recovery during Covid-19 pandemic.
Figure 1: Distribution of Islamic Boarding Schools in Indonesia, 2020
Source: Ministry of Religion of the Republic of Indonesia (2020)
The type of data used is a combination of primary and secondary data that will support this study in formulating Smart Tren Program modeling as digital marketing adoption as well as conducting business development through various kinds of training in pesantren business unit in Semarang City. Sources of data in this case study, data obtained through observation (field research), interviews and other literature studies.
The analytical tool used is a business canvas model that is considered appropriate in designing business models, including compiling a sharia-based financing model initiated by the Semarang City Government for pesantren business units who have the potential to create superior products. This is confirmed by Osterwalder & Pigneur, where the business canvas model will show a logical picture of a business model and how an agency creates, delivers and captures a value. The way of thinking from this canvas is by dividing the business model into nine main components, where the components are on the right side (showing creativity) and on the left side (showing logic), among others:
Customer segment
Customer relationship
Customer channel
Revenue structure
Value proposition
Key activities
Key resource
Cost structure
Key partners
Empowerment Concept
The context of empowerment for micro and small business actors must be by their needs, both in terms of technical and ideal institutions, so that they are expected to contribute to the economy optimally. Perkins and Zimmerman define empowerment (in English, "Empowerment") as giving power or power to people with weak categories or, in this case, not to and disadvantaged (disadvantaged). Mubyarto also explains the same thing. The context of empowerment becomes a strategic tool to update and improve performance, raise awareness, encourage, and motivate the potential of organizational actors, government, and the business world's activities, including the pesantren business unit.
Empowerment in the era of the industrial revolution 4.0 or disruptive innovation emphasizes the concept of digitization because, in this period, the digital economy, artificial intelligence, big data and robotics began to emerge [9]. The form of implementation is carried out thoroughly in various industrial fields, including product marketing. As one of the leading sectors in Semarang City, business units run by Islamic boarding schools have begun to take advantage of digitalization in the marketing sector of their products through the adoption of the Smart Trend Program.
Efforts to succeed in this program need to involve all internal stakeholders (students, alumni, branch madrasah, and teacher assignments) and external (regulators, academics and practitioners). The success of this program is determined by the synergy of three aspects, namely [10]:
Santripreneur (development of student human resources in entrepreneurship)
Pesantrenpreneur (reinforcement of pesantren institutions as an economic force to produce quality halal products)
Sociopreneur (synergy between pesantren alumni and the community around the pesantren as an effort to empower socio-economics).
Economic Empowerment of the People through the Islamic Boarding School Business Unit
Determining the ideal concept of empowerment to increase the competitiveness of the pesantren business unit, starts from defining what it is and how the criteria of the pesantren business unit apply in general. However, the problem is that there are no standard and applicable definitions and divisions regarding the boundaries of Islamic boarding schools in Indonesia. Where in general, the process of classifying pesantren business units can be divided based on the type of pesantren because this describes the orientation and characteristics of the pesantren (Table 1).
The Semarang City Government is preparing well so that empowerment through this fast-paced business unit can be optimal. It is hoped that each pesantren business unit can produce a product so that socio-economic independence is created, capacity development, production and distribution technology, marketing based on innovative and strategic technology. All Islamic boarding schools in Semarang City that will participate in this program are selected through the selection which will later be given an integrated coaching program in order to increase their competitiveness and business development as well as synergize to build a potential business network owned by the pesantren so that they can become independent pesantren.
Pesantren Business Unit Problems
The aspects of the problems faced by the pesantren business unit in West Java Province are divided into two aspects, namely external and internal. According to Barney [11]; Anoraga [12], this internal problem arises from the side of the pesantren business unit itself so that it will be related to the capabilities, core competencies and resources possessed in the form of information and knowledge. So that the pesantren business unit has limitations in the preparation and implementation of its business strategy. At the same time, from the external side, it shows problems faced that originate from outside the business unit that can threaten the sustainability of its business (Table 2).
In line with Bank Indonesia and Universitas Airlangga [13], where currently the problems faced by the pesantren business unit are:
The Islamic boarding school business unit is not integrated into an area
Funding sources focused on students
Increasing the contribution to the economic independence of the people and the nation
Overview of the Smart Trend Program in Semarang City
The Smart Trend program is a digital marketing adoption program for Islamic boarding school business units initiated by the Semarang City Government and has full authority over the Semarang City Cooperatives and Small Business Office. This program is carried out in an integrated manner with single online submission, which helps minimize errors in implementing the modelling system that is formed. The Semarang City Government will routinely collect data on pesantren business units that are business partners. Their development can be monitored comprehensively and can provide input and direction for the policy-making process related to the strategic plan of the pesantren business unit.
This program is expected to be a role model based on ta'awun mutual relations so that empowering the people becomes optimal by utilizing the extensive network of pesantren business units and supported by the use of appropriate technology. The Smart Trend Program mechanism is carried out thoroughly starting from registration, training, mentoring, product exhibitions, financing and digital marketing as a promotional medium for superior products from the pesantren business unit. Synergy in the management of business units is one of the keys to success so that maximizing the adoption of the Smart Trend Program can enable business units to work effectively and efficiently based on the socio-economic strength of the pesantren, with the multiplier effect contributing to solving economic problems and the independence of the people and the nation.
Business units that will become business partners of the Smart Tren Program must register once a year per June every year. Based on consideration as a new school year for education in Islamic boarding schools. The registration mechanism that the pesantren business unit must carry out is relatively easy by preparing and submitting all required documents to the Smart Tren Program online selection system that the Semarang City Government has prepared. To maximize the beneficiaries of this program, pesantren business units that have difficulty accessing the Smart Tren Program system can apply for convenience in the online registration process by coming to the sub-district office closest to the location of the pesantren business unit with complete requirements.
Every Islamic boarding school has a pesantren business unit with various fields run by the pesantren business unit such as services, fashion, food, beverages, agriculture, handicrafts, animal husbandry, fisheries, and trade to submit their superior products to participate in this Smart Tren Program. The registration flow starts with completing the required documents and administration requirements, then an interview test to confirm the submitted data. For pesantren business units that pass the selection, the Smart Tren Program acceptance committee will contact the Smart Tren Program acceptance committee via electronic mail, telephone, or can be seen at website, so make sure your e-mail address or phone number is active so you can view information the Smart Tren Program online selection system.
There are two categories in this Smart Trend Program:
Training startup, which is intended for pesantren business units that have not had the business for three days
Scale-up training, which is required for business units that have been running for seven days
So that this program is not only aimed at business units that are already running, but fast-paced business units that are not yet running but have ideas or ideas related to superior products that will be produced can apply for registration for this program. The location of the training is carried out in one of the selected pesantren business units.
Table 1: Types of Islamic Boarding Schools in Semarang
PP Type | Characteristic features | Examples |
Salaf Islamic Boarding School | The management and administration of the pesantren is straightforward with the pesantren management system centred on the rules of the Kiai. Very attached to the figure of the kiai. The pattern and education system is conventional or based on old traditions with the teaching-learning process being unidirectional (Kiai lecturing and students listening), teaching methods are known as sorogan and bandongan (wetonan) and do not recognize grade levels. The buildings and dormitories of the students are not neatly arranged and generally blend with nature. |
|
Khalaf Islamic Boarding School (modern) | Have management and administration with modern standards. Not tied or centralized to the figure of the kiai. Has a modern education pattern and system with a curriculum blend between religious science-based subjects and general knowledge-based subjects. The facilities and forms of pesantren buildings are more established, orderly, permanent, and usually fenced. |
|
Integrated Islamic Boarding School | Semi salaf type as well as semi khalaf. Has strong traditional values and the kiai is still the central figure. Norms and codes of ethics for classical pesantren are still the standard for patterns of relationships and daily etiquette of santri in pesantren. Adapting the modern education system as a form of response or adjustment to the development of non-pesantren educational institutions. |
|
Sources: Muhtarom [14]; Dhofier [15]
Table 2: Problems Faced by the Islamic Boarding School Business Unit
| Internal Aspect | External Aspect |
Lack of innovation in entrepreneurship | The policy for developing pesantren business units is still not responsive |
Because the production capacity is small, it causes diseconomies of scale | Lack of contribution from external parties in supporting the development of pesantren business units |
Limited capital | Threat from similar imported products |
The quality of human resources is low, which results in the quality of the products not being maximized | It is difficult to expand the market, both in the domestic market and the export market |
Availability of raw materials in the production process | Poor infrastructure conditions increase distribution costs. |
Because it is not yet effective and efficient in the production process, the production costs are high, so the products traded become relatively expensive | The financing process carried out by formal financial institutions is still convoluted and imposes high interest costs |
The use of technology in the production process is relatively low. | |
Source: Primary data (processed) 2020
Table 3: Criteria and Administrative Requirements for Islamic Boarding School Business Units to Participate in the Smart Trend Program
| Criteria | Condition |
| Residents of Semarang City (proven by Semarang City Identity Card) | Photocopy of NSPP (Islamic Boarding School Statistics Number) |
| 17 to 55 years old | Financial statements of the pesantren business unit for the last three months (for business units that are already operating) |
| Minimum education SD or MI or equivalent | Submission of business idea proposals to be produced by the pesantren business unit (for business units that will operate) |
| It is mandatory to register at least one representative of the boarding school student | Photocopy of IUMK or SKU from the pesantren business unit |
| Prepare and submit proposals for the development of pesantren business units | Recent photos of the pesantren and its business units (front view or pesantren logo) |
Photocopy of assignment letter from the head of the boarding school | |
Photocopy of valid certificate of good behavior | |
Photos of superior product units produced from the pesantren business unit | |
Health certificate from a doctor or health center | |
Application letter to the Semarang City Government to apply for a business partner in the Smart Trend Program | |
Application letter to BPRS to apply for financing |
Source: Semarang City Cooperatives and Small Business Offices, Modified
Figure 2: Smart Trend Program Adoption Scheme
Figure 3: Roadmap for Smart Tren Program Adoption
Furthermore, business assistance programs will be carried out, exhibitions of superior products online and offline, and financial assistance.The Adoption Scheme has been prepared by the Semarang City Government systematically and comprehensively so that the Smart Tren Program can run optimally.
The process of adopting the Smart Tren Program must go through a long journey, so that this is a challenge for the Semarang City Government through the Semarang City Cooperatives and Micro Business Office, so that it is hoped that its benefits can be enjoyed by the fast-growing business units optimally. Step by step is prepared comprehensively so that the modelling of the Smart Trend Program can be ideal. Five stages must be systematically passed as a medium in the process of adopting the Smart Tren Program (Figure 3, Table 4).
Information
Comprehension Education Phase
This phase is a process of renewing the knowledge possessed by SDI in the pesantren business unit. The pesantren business unit indirectly carries out reforms in internal and external aspects so that it becomes a solution to the problems faced by the pesantren business unit.
Table 4: Overview of the Digital Marketing Program Adoption Scheme Smart Trend Program (Strategic Online Business Outlet for the Core Products of Santri)
| Stages | Function | Mechanism |
| Data collection | Data collection on the membership of Islamic boarding schools in Semarang City | The pesantren business unit submits an application as a member of the Smart Trend program at the nearest sub-district office by bringing the registration requirements. The sub-district office verifies data and inputs data into the Smart Tren program system. The sub-district office prints the membership card and submits it to the pesantren business unit and explains the rights and obligations as a member. |
| Responsible party: District Office | ||
| Smart Tren account registration | Registering an account on the Smart Tren program as a buyer | The buyer (regional organization or individual) registers a Smart Tren program account as an administrator and enters the requested identity. Data verification by the Cooperatives and SMEs Office through the Semarang City Cooperatives and Entrepreneurship Training Education UPTD. The buyer logs in by entering the registered username and password to make a purchase transaction. To make it easier, you can download the Smart Tren program application on the Playstore or Appstore so that it can be used anytime and anywhere. |
| Responsible parties: regional organizations and individuals | ||
| Registering an account in the Smart Tren program as a seller | The seller (Islamic boarding school business unit that has been registered as a member) registers a Smart Trend program account as a seller. Data verification by the Cooperatives and SMEs Office through the Semarang City Cooperatives and Entrepreneurship Training Education UPTD. The seller logs in by entering the registered username and password to make a purchase transaction. Uploading superior products from the pesantren business unit that will be sold (name, description or details and product images). To make it easier, you can download the Smart Tren program application on the Playstore or Appstore so that it can be used anytime and anywhere. The Semarang City Government, the Cooperatives and SMEs Service through the Semarang City Cooperative and Entrepreneurial Training Education UPTD will provide information related to the curation of the superior products of the pesantren business unit in the Smart Trend program. | |
| Responsible party: pesantren business unit that has been registered as a member | ||
| Product Curation | Ensuring that the products to be displayed in the Smart Tren Program have good quality and clear and complete product information | After the pesantren business unit uploads its superior product, it will be verified by the Cooperatives and SMEs Office through the Semarang City Cooperatives and Entrepreneurship Training Education UPTD. Pesantren business units that pass verification, bring samples of their products to the Cooperatives and UKM. Office through the Semarang City Cooperatives and Entrepreneurship Training Education UPTD for curation. The curator will take product photos, inspect, present packaged products, and even taste the taste for evaluation and suggestions if needed so that product quality is guaranteed. The curator declares that he has passed or is rejected from the product of the pesantren business unit and returns the assessed product to his pesantren business unit. |
| Responsible party: Cooperatives and SMEs Office through UPTD Semarang City Cooperatives and Entrepreneurship Training Education | ||
Ordering, shipping and paying for products
| Searching, ordering and shipping products from the required pesantren business unit | Buyers log in using their username and password into the Smart Tren program and search for the products they need After getting the product, the buyer places an order for the required product. Invoice received by the pesantren business unit and verify that the product order is capable or available for the buying and selling process. The Department of Cooperatives and SMEs through the Semarang City Cooperatives and Entrepreneurship Training Education UPTD changes the status of "message" to "accepted" and will be sent to the buyer's account. The buyer makes an advance payment, and the product order will be carried out. The pesantren business unit works on the order and is ready to send it to the buyer according to the invoice received. The buyer receives the product he has ordered from the system and signs the receipt of the goods on the invoice Buyers make payments to the pesantren business unit. The Department of Cooperatives and SMEs through the Semarang City Cooperatives and Entrepreneurship Training Education UPTD changes the status of "accepted" to "completed" and will be sent to the buyer's account. |
Table 5. Order of Characteristics of Islamic Boarding School Business Units
| Stage | Problem | Interpretation | Achievements |
| Stage 1 | Start-up business (start-up business) | The operation of the business unit has only been running for less than two years, and the business unit has just entered the micro scale where the net worth is IDR 50 million, and the annual turnover is IDR 300 million. | 22.5% |
| Stage 2 | Unorganized business (the business has not been organized and not managed properly) | The operation of the business unit has been running for the last two to three years, it is still not able to contribute to the operation of the Islamic boarding school. The scale of the business is still small, with a net worth of IDR 50 million – 500 million and an annual turnover of IDR 300 million – IDR 2.5 billion. | 39.5% |
| Stage 3 | Survive and stable business (stable business and can survive) | Operational business units run for four to five years, have started to be able to contribute to the operation of pesantren ranging from 10-25 percent, the business scale is in the medium category, where net worth reaches Rp 500 million - Rp 10 billion and annual turnover of Rp 2.5 billion to a maximum of Rp 50 billion. | 25.6% |
| Stage 4 | Growing and developing business (business grows and develops) | Operations have been going on for five years, and have been able to contribute to the pesantren more than 25 percent in its operational activities, so that the pesantren business unit has entered the upper business scale where its net worth reaches Rp 10 billion and annual turnover reaches Rp 50 billion. | 9.8% |
| Stage 5 | Capable in independently (businesses are able to establish Islamic boarding schools) | The pesantren business unit is able to finance the entire operation of the Islamic boarding school and provide all the facilities needed for learning, although the Islamic boarding school still accepts voluntary donations (in the form of infaq, alms and waqf). | 2.6% |
Source: Bank Indonesia and Universitas Airlangga [13]
Figure 4: Main Problems in Development in Semarang City Based on the Medium-Term Development Plan (2016-2021)
Source: Semarang City Bappeda
There are two emphases at this stage that is seeking and processing the information required in the process of adopting the Smart Tren Program. Mastery of these two aspects can minimize uncertainty in the decision-making process in adopting them.
Understanding Initiation Phase
This phase is the initial preparation for the adoption process in the Smart Tren Program. Internal factors are based on the environment of the pesantren business unit so it shows self-awareness in the process of adopting the pesantren business unit. All information that will be used in the adoption process comes from the pesantren business unit itself, such as:
Readiness of information technology
Quality and quantity of SDI
Ability in financial management
While the external factors referred to the environment outside the pesantren business unit that supports the adoption process of the Smart Tren Program, including:
Availability of government policies
Market potential (market share)
Industrial competitiveness
The selection of appropriate information can provide input on how this adoption process can be carried out in order to facilitate the activities of pesantren business units, especially in conducting digital marketing based on electronic catalog media. So that the collaboration of internal and external factors can optimize the adoption process of the pesantren business unit.
Adoption Decision Making Phase
This phase is a decision-making process for the pesantren business unit, with various basic considerations, among others:
Ease of product marketing
Easy access to data
Expanding market share
Hopefully that the greater the benefits obtained from the adoption of the Smart Tren Program, there will be more business units that can implement it. This program is useful for conducting digital exposure to survive in a sluggish economic condition due to the Covid-19 pandemic.
Adoption Result Phase
This phase is the result that can be obtained if the pesantren business unit adopts the Smart Tren program. One of the advantages offered by the Smart Tren Program is the transformation from conventional management to digital management so it can overcome management constraints with high adoption costs. The ease of searching for the desired product through the internet network is an added value of the Smart Tren Program, so that consumers only need to enter the keywords for their business products or the name of the pesantren business unit including the origin of the pesantren on the search page. This is influenced by the expansion of market share, increasing market share, increasing customer trust (Figure 3).
Follow-up Phase
This phase contains a form of evaluating the adoption of the Smart Tren program as well as adjusting the design for optimizing the adoption of programs carried out by pesantren business unit that can run their operations with digital technology updates in order to increase the number of orders, effective promotional media, ease in getting consumers even outside Semarang city. Therefore, the pesantren business unit was able to survive in a sluggish economic condition due to the Covid-19 pandemic.
Impact of Adopting Smart Tren Program
The process of adopting the Smart Trend program is designed to help business units of Islamic boarding schools in West Java Province, especially in conducting digital marketing and empowerment optimally. Because the number of Islamic boarding schools in West Java is ranked first in Indonesia, but the number of students per Islamic boarding school is still below the East Java Ministry of Religion of the Republic of Indonesia. In addition, the advantages possessed by the pesantren business unit are starting to be independent of their business practices. In line with Bank Indonesia and Universitas Airlangga [13], the sequence of characteristics inherent in the pesantren business unit in West Java (Table 5).
Compatibility with RPJPD Semarang City 2015-2025 and RPJMD Semarang City 2016-2021
Initially, the implementation of the digital marketing program at modern Islamic boarding schools in Semarang was an effort to restore the people-based economy after the Covid-19 pandemic which is currently endemic. The empowerment sector for the pesantren business unit will be the focus of attention from the government given the potential possessed by the pesantren business unit in the socio-economic sector in empowering the people which is quite massive, especially in the city of Semarang for adaptation after the Covid-19 pandemic. Because the practice is under normal conditions, even though the business units carried out by Islamic boarding schools often experience various obstacles and difficulties in running their business, even more so in post-pandemic conditions that have the potential to decrease purchasing power, lack of market share, and other obstacles in the process. production and distribution. As an alternative solution, the Semarang City Government initiated the Smart Trend program to empower pesantren business units to increase digital marketing for superior products produced by pesantren business units in Semarang City.
Emphasis on the micro and small business sector, especially the pesantren business unit players, is also one of the four strategic issues in Semarang City (Figure 4). So that it gets special attention for the Semarang City Government. One thing that is a serious consideration for the Semarang City Government is that the distribution of community welfare in the city of Semarang is not yet optimal, one of which is caused by the lack of innovation and competitiveness of value-added production in the economic sector, especially in the MSME sector, especially in pesantren business units which still need to be improved. In this case, the economy in an area becomes a benchmark to determine the welfare of the community, both macro and micro. One of the basic problems that can hinder the progress of Semarang City is the low competitiveness related to production capacity, limited funding sources, innovation capacity and the ability of the Semarang City area from regional superior products, especially from pesantren business unit.
When looking at the existing potential, the city of Semarang has a strategic value in developing its regional economic competitiveness. Historically, Semarang City is one of the commercial cities in Indonesia. Based on the fact that Semarang City has a comparative advantage in supporting the regional economy because it is the centre of government in Central Java Province and is located quite centrally from the intersection of economic lines in various other cities or regencies, as well as the completeness of adequate services supported by adequate facilities and infrastructure. well, from land, sea and air routes. However, the Semarang city government also needs to increase its competitive advantage by maximizing the existing economic opportunities that can be managed and produced optimally.
Table 6: Targets, Directions, and Priorities of Economic Development Based on the Long-Term Regional Development Plan of Semarang City
First Five Years (2005-2010)
Achievement of the 2005-2010 RPJMD development target
| Increasing the regional economy by developing economic potential in regional superior products. Improving the quality of superior products through the use of technology, institutions and other supporting infrastructure suggestions. Increasing program linkage between women micro and small business actors and regional financial institutions to provide alternative funding to develop regional entrepreneurship. Increasing investment and access to markets through revitalization and protection of traditional markets as a strategy to support growth in the real sector and provide opportunities to develop markets for women micro and small business actors. |
Second Five Years (2011-2015)
Re-establish development priorities in accordance with the implementation of the RPJPD mission | Improvement of the potential regional economic structure through the development of economic potential in regional superior products. Development of superior product quality through the use of appropriate technology, institutional improvement and other supporting infrastructure. Development of potential female micro and small business actors through regional financial institutions in meeting market needs, developing entrepreneurship, and encouraging regional competitiveness. Development of investment and access to markets in order to encourage growth in the real sector economy by making pioneering traditional and modern markets. |
Third Five Years (2016-2020)
strengthening development as a whole, one of which emphasizes the achievement of regional competitiveness | Improving the structure of the regional economy through the development of potential sectors and regional superior products. Strengthening the industrial sector to produce products that have competitive and comparative advantages through strengthening the institutional capacity of the business sector. Strengthening the market-oriented female micro and small business sector and local economic development as well as strengthening the functions of regional financial institutions. Strengthening access to traditional and modern markets both domestically and globally to increase economic growth and expand job opportunities. |
Fourth Five Years (2021-2025)
The implementation of the sustainability achievements of the 2005-2015 RPJPD through accelerated development in various fields, one of which is forming a solid structure of social, cultural and economic life of the community by paying attention to comparative and competitive advantages. | Improvement of the regional economic structure through the development of regional potential and superior products. Quality assurance and marketing of potential products that have competitive and comparative advantages. Strengthening female micro and small business actors with competitive and comparative advantages in the global information technology-based market. Consolidating sustainable regional economic conditions. Strengthening access to traditional and modern markets both domestically and globally. |
Source: Semarang City Bappeda
Figure 5: Business Model Canvas in the Smart Tren Program
In making policies or programs related to the broader community, local governments need to adjust to their regional development plans in the long, medium and short term. So that in determining the development strategy that will be formulated, it will provide an overall multiplier effect for the region, especially the community, effectively and efficiently. Meanwhile, in the order of implementation, preparation and readiness of the stakeholders involved are required. The success of this implementation is determined by the consistent and robust support and commitment in carrying it out.
In the Regional Long-Term Development Plan (2005-2025), the area of the regional economy, especially in increasing regional independence and competitiveness, is prioritized on increasing potential regional economic capabilities based on competitive and comparative advantages based on local economic potential so that they can compete well at local, national and international levels (Table 6).
Business Model Canvas Program Smart Trend
Given the importance of managing digital-based pesantren business units, adopting the Smart Tren Program is considered appropriate. So that in the future, an in-depth study and analysis will be carried out, one of which is by using the business canvas model so that it can maximize the benefits of the Smart Tren Program service (Figure 5).
The Smart Tren Program, which was initiated by the Semarang City Government and under the authority of the Semarang City Cooperative and Micro Business Office (Dinas Koperasi dan Usaha Mikro), is being an alternative solution in overcoming ongoing problems faced by pesantren, especially in the current Covid-19 pandemic conditions. The involvement of various stakeholders is a determinant of the success of the program, this is due to changes in stigma that occur among the community, where pesantren is a religion-based education program that expands its activities in the economic sector. In addition, this program also initiates an increase in the competitiveness of pesantrens in the Islamic education industry by utilizing the sophistication of digital technology, this will have a significant positive impact because through times pesantren in Semarang City also expand their education sector towards the economy of the Ummah. The significant progress made by these pesantren has also had a positive impact on the image of the Semarang City Government as a manager at the national level, so that this can make Semarang City being the main reference for another district/city governments in Indonesia for developing pesantren-based education programs.
This program is expected to become a role model based on ta'awun mutual relations so that the empowerment process of the people can be optimal by utilizing the extensive network of pesantren business units supported by the use of appropriate technology. There are two categories in the Smart Tren Program, including:
Startup training, which is intended for pesantren business units that have not had a business for three days
Scale-Up training, which is needed for business units that have been running for seven days
The Semarang City Government can carry out the management of this program by online single submission so it can minimize misapplication made by the parties involved, besides this online system provides an opportunity for the Semarang City Government to monitor the progress of program partners and show transparently the process of empowering pesantren as a new basis for sharia-based economic development of the ummat which has potential to improve Indonesian economy.
The limitation of this research is that not all pesantren in Semarang City can be well organized due to incomplete government data and also limited infrastructure to support the implementation of the Smart Tren program in these pesantren. In the future, hopefully that more parties are willing and able to contribute more significantly in encouraging the role of the District or City Government in empowering pesantren-based economic digitization programs such as providing various business financing program models that can be absorbed by the pesantren business unit sector, thereby providing a multiplier effect on the various parties involved.In terms of future research, perhaps more emphasis should be placed on specific issues such as safety within an Industry 4.0 ecosystem, where the flow of data is constant and very large.
As a general recommendation, it can be mentioned the fact that develop and economic or financial approach, it is necessary, not only to know the amount of investment, but to know the cash flow of the project or initiative. It can be reached according to the collaboration model that project managers decide to choose. IoT it is not only for a specific field, it can be useful in many areas such as human resources, too.
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