Medan, Universitas Potensi Utama – Indigenous communities often possess rich cultural heritage and local wisdom but face challenges in accessing modern financial knowledge and digital economic opportunities. Bridging this gap requires a unique approach that respects local traditions while introducing relevant contemporary skills. In a landmark international collaboration, Universitas Potensi Utama (UPU) partnered with Malaysian universities to conduct a community service activity (PKM) titled "Strengthening Sharia Financial Literacy and Portable Marketing for the Tengger Tribe Community."

The activity brought together an international team of implementers, including Saiful Bakhri; Dr. Nur Aima Shafie; Prof. Dato' Dr. Hasnah Hj. Haron; Ana Pratiwi; Nadia Azalia Putri; Khotibul Umam; Ahmad Fauzan Mubarok, S.E., M.Sy; Dr. Siti Hasanah, S.Ag., M.Ag; Dr. Sulistyowati, S.H.I., M.E.I; Dr. I Nyoman Budiono, M.M; Siti Kadariah, S.H.I., M.E; and Ratu Asyifa Surianto. This cross-border partnership demonstrates UPU's commitment to international academic collaboration and knowledge exchange.

The community service activity was designed to answer two fundamental questions. First, how can the level of sharia financial literacy among the Tengger Tribe community be improved to support ethical, transparent, and sustainable economic practices in managing household and micro-enterprise finances? Second, how can portable digital marketing skills be effectively introduced and applied by local micro-entrepreneurs to expand market access and increase the economic value of Tengger community products without compromising local cultural values?

These questions are particularly significant for the Tengger Tribe, an indigenous community known for its unique cultural traditions and strong adherence to local values. Any economic intervention must respect and align with their existing belief systems and social structures.

The PKM had two primary objectives. The first was to enhance the sharia financial literacy of the Tengger Tribe community in order to support ethical, accountable, and sustainable financial management practices in household and micro-enterprise activities. The second objective was to strengthen portable digital marketing skills among local micro-entrepreneurs so as to expand market access, increase product competitiveness, and improve community economic independence while preserving local cultural values.

This community service activity provided two main benefits. First, it equipped the Tengger Tribe community with practical knowledge and skills in sharia-based financial management and portable digital marketing to support sustainable and ethical economic activities. Second, it enhanced community economic independence by expanding market reach, improving product value, and fostering responsible entrepreneurship aligned with local culture and sharia principles.

The activity employed a participatory approach, recognizing that the Tengger Tribe community is not a passive recipient of knowledge but an active partner in the learning process. The sharia financial literacy component introduced key Islamic contract principles such as mudharabah (profit-sharing), musyarakah (joint venture partnership), and murabahah (cost-plus financing) and demonstrated how these principles can be integrated into local economic activities.

The portable marketing training focused on digital technology-based solutions that could be easily accessed and operated by micro-entrepreneurs without requiring extensive infrastructure or technical expertise. Crucially, the training emphasized that digital marketing should complement, not replace, the cultural values and sharia ethics held by the community.

Based on the results of the analysis of the implemented community service activities, three main conclusions were drawn.

First, the community service program carried out through international collaboration between Indonesian and Malaysian universities successfully enhanced the economic understanding and skills of the Tengger Tribe community. Through a participatory approach, this program effectively strengthened the community's Islamic financial literacy by instilling sharia contract principles such as mudharabah, musyarakah, and murabahah into local economic activities.

Second, the portable marketing training based on digital technology provided practical solutions for micro-entrepreneurs to expand their market access without abandoning cultural values and sharia ethics. This activity also strengthened cross-country academic networking, contributing to the exchange of knowledge and best practices in Islamic value-based economic empowerment.

Third, overall, this program demonstrates that the synergy between education, Islamic values, and digital technology can serve as an effective strategy for building economic independence among indigenous communities. Going forward, continuous mentoring and the strengthening of local institutional frameworks are essential to ensure that the outcomes of the program continue to deliver real and sustainable impact for the Tengger community.

Through this international PKM activity, Universitas Potensi Utama has demonstrated its commitment to sustainable and culturally sensitive community empowerment. The collaboration with Malaysian universities reflects UPU's dedication to building cross-border academic networks that generate meaningful impact for indigenous communities. The success of this program with the Tengger Tribe serves as a model for how higher education institutions can work together to preserve cultural heritage while introducing relevant economic skills.

Universitas Potensi Utama extends its gratitude to all international partners, implementers, and especially the Tengger Tribe community for their openness and active participation. UPU remains committed to ongoing mentoring and support to ensure that the benefits of this program continue to grow and create lasting positive change.

About Universitas Potensi Utama
Universitas Potensi Utama (UPU) is a higher education institution committed to producing excellent and character-driven graduates who are ready to contribute to society through innovation and knowledge-based community service. UPU actively promotes international collaboration and culturally sensitive approaches to community empowerment.