Please be as precise as you can when writing your Supporting Personal Statement. Do not repeat yourself and do not exceed the word limit (1,200 words). You should make sure that you address the following issues in your personal statement:
- You should outline your motivation for choosing the GLOCAL programme (i.e. how it complements and develops your previous studies; how it relates to your potential future career path; how it relates to your personal and academic interests)
- Explain why you think that you are a good candidate for the program given interests) your previous studies and how they relate to the courses offered on the program in both years.
- If you have significant post-graduation work experience, please explain how those activities relate to the courses offered in the program and why you are re-entering the academic world.
- Briefly indicate what you might see as being the topic of your Master's thesis (this can change later)
- You should highlight your participation in conferences, internships, non-governmental organizations, summer schools, and other socially sensitive or political activities, as well as any prizes/awards received, even if these activities are not specifically connected to the area of Global Markets and Local Creativities.
Essay:
Growing up in a family of small business owners, I was taught that a thriving life meant owning a business, just like my parents. However, as often happens in families, one rebellious child chose a different path, and that was me. I majored in international relations, immersing myself in predominantly social and political subjects, only to be ultimately drawn back to business. My studies and experiences revealed that business is not just about profits and can create profound societal changes. This realisation motivated me to pursue a master's degree and led me to discover the "Global Markets, Local Creativities (GLOCAL) - Entrepreneurship in Global Markets pathway" through the Erasmus+ Scholarship. The program combines my social sciences knowledge and experiences in community and B2B marketing, which aligns perfectly with my aspiration to support small and medium-sized enterprises (SMEs) through inclusive and innovative solutions.
I obtained my bachelor's degree from Universitas Brawijaya, specialising in global political economics within the international relations program and getting a cum laude honour. Through various assignments, such as trade negotiation roleplays, case studies, and foreign policy analysis on economic and trade issues, I broadened my perspective on how businesses shape diplomatic policies and drive broader objectives, including economic development. Additionally, I actively applied my learning in real-world settings and honed my leadership skills through AIESEC at Universitas Brawijaya. In diverse roles spanning external relations, finance, and business development, I contributed to SDG-based initiatives incorporating entrepreneurship, cultural exchange, and social movement. Notably, through the No Women Left Behind project, I teamed with peers from Asia and Europe and local activists to organise workshops on gender equality in Malang, East Java. During the pandemic, I also took part in theYouthentic Webinar Series and the International, discoursed a myriad of global issues, including education, environment, gender-based violence, and child exploitation, while raising donations for organisations like Rumah Faye, a non-profit combating child abuse and human trafficking issues.
Another turning point was an internship under the Indonesian Ministry of Research, Technology, and Higher Education. As part of the Outreach team at Campaign.com, a startup dedicated to linking individuals, social communities, and donors through an app designed for digital movements and funding, I led online initiatives such as webinars and focused-group discussions (FGDs) to promote the platform. Over five months, I successfully engaged 140 communities on various issues, with 35% joining the platform and securing grants totalling 40 million rupiah. This experience has brought me to a deeper learning of social entrepreneurship, B2B enterprises, and the tech industry while providing practical exposure to marketing. It was pivotal in my decision to pursue a career in marketing post-graduation.
This exposure to international relations and business later culminated in my undergraduate thesis. In a dedicated research group under my supervisor, I examined the digital strategies employed by the Indonesian Trade Promotion Center (ITPC) to mitigate the adverse effects of COVID-19 on the domestic non-oil sector's performance in the global markets. Our analysis indicated that ITPC leveraged social media campaigns, virtual business matchings, market briefs, and networking with key stakeholders to connect local businesses with international buyers, resulting in a trade surplus despite the crisis. The process of this research inspired me to dive more into the transformative role of digital tools in addressing both political and societal challenges, which has continued throughout my professional journey.
As of now, I work as a marketer at GoTo Group, Indonesia's largest tech company. I focus on promoting Midtrans to the SMEs segment, a fintech product designed to provide businesses with seamless payment and operations, and opportunities to drive sales and expand their customer base. I regularly engage with over 50,000 enterprises for product education and manage campaigns to introduce new features with versatile functions. I have also learned about the challenges of digital financial inclusion issues in this role. Many small businesses face barriers to accessing the financial tools they need to compete in today's digital economy. Yet, there are still areas for optimisation in how fintech companies effectively educate and build trust with these businesses that require a more structured approach. These insights solidified my desire to explore how fintech innovation can boost SME competitiveness and foster economic growth. I am eager to dive into these issues with GLOCAL, and with the culmination of my experience in these fields, I am confident I will be a strong fit for the program.
Talking about digital financial inclusion, Indonesia is known as an emerging major fintech player and heavily relies on SMEs for national GDP. Nevertheless, only 28% of 66 million SMEs have adopted financial technology in their operations, mainly in big cities (AFTECH, 2024). The Indonesian Ministry of Cooperatives and Small-Medium Enterprises also notes that as of 2024, 95% of existing SMEs are yet to be competitive, particularly in technology. Meanwhile, approximately 60% of Indonesians utilise e-payment, with a projected increase of over 40% in the next few years (Statista, 2024). It will count as a problem with payment digitalisation and cross-border payments having become a priority agenda according to Indonesia's G20 Presidency and the National Noncash Movement (GNNT). Upon completing my master's program, I aim to contribute to these initiatives and incorporate my experience in the fintech sector.
After reading the program's details, I am particularly drawn to multiple courses that suit my objectives. For the first semester in Göttingen, I would like to excel in topics such as'Global History of Marketing and Mass Consumption' and 'Immigrant Entrepreneurship'. These courses are fundamental to comprehending past marketing strategies that have proven effective globally and adapting them to the current diverse consumer behaviours, including the B2B customers in Indonesia, who vary by regional cultures. In Barcelona, I am keen to explore 'Creative Cities: Intervention Models and Entrepreneurial Dynamic and 'Companies in Emerging Sectors' courses, which will provide me with a framework to analyse the innovative nature of technological development in emerging sectors like fintech and how they meet local businesses needs. Finally, In Glasgow, I want to explore more about technological history through the 'Technology Transfer in the Global Economy' course. The module will be an added value, allowing me to evaluate how technology transfers by global and large companies have shaped today's industries and economies.
On top of that, I look forward to collaborating with fintech-related organisations, specifically those focused on digital payments, for my master's dissertation. To support this, I am seeking the opportunity to gain deeper insight from Dr. Monserrat Pareja Eastaway, whose research on the innovation process in new technology for mobile games reshaped the market to study the research concept. I am also interested in Dr Jeffrey Fear's work on German immigrant entrepreneurship to delve into the discourse of cultural behaviour. The knowledge and research opportunities from these significant figures will help me build a foundation for promoting digital financial inclusion in Indonesia.
In conclusion, GLOCAL provides rich knowledge of the global economy and local business practices from a European perspective that would be valuable for me to help Indonesian small and medium-sized enterprises overcome challenges in accessing financial technology. At the same time, its innovative research and industry networks would be a great investment for my personal growth and the career I aim to build.
(1194/1200)
- You should outline your motivation for choosing the GLOCAL programme (i.e. how it complements and develops your previous studies; how it relates to your potential future career path; how it relates to your personal and academic interests)
- Explain why you think that you are a good candidate for the program given interests) your previous studies and how they relate to the courses offered on the program in both years.
- If you have significant post-graduation work experience, please explain how those activities relate to the courses offered in the program and why you are re-entering the academic world.
- Briefly indicate what you might see as being the topic of your Master's thesis (this can change later)
- You should highlight your participation in conferences, internships, non-governmental organizations, summer schools, and other socially sensitive or political activities, as well as any prizes/awards received, even if these activities are not specifically connected to the area of Global Markets and Local Creativities.
Essay:
Growing up in a family of small business owners, I was taught that a thriving life meant owning a business, just like my parents. However, as often happens in families, one rebellious child chose a different path, and that was me. I majored in international relations, immersing myself in predominantly social and political subjects, only to be ultimately drawn back to business. My studies and experiences revealed that business is not just about profits and can create profound societal changes. This realisation motivated me to pursue a master's degree and led me to discover the "Global Markets, Local Creativities (GLOCAL) - Entrepreneurship in Global Markets pathway" through the Erasmus+ Scholarship. The program combines my social sciences knowledge and experiences in community and B2B marketing, which aligns perfectly with my aspiration to support small and medium-sized enterprises (SMEs) through inclusive and innovative solutions.
I obtained my bachelor's degree from Universitas Brawijaya, specialising in global political economics within the international relations program and getting a cum laude honour. Through various assignments, such as trade negotiation roleplays, case studies, and foreign policy analysis on economic and trade issues, I broadened my perspective on how businesses shape diplomatic policies and drive broader objectives, including economic development. Additionally, I actively applied my learning in real-world settings and honed my leadership skills through AIESEC at Universitas Brawijaya. In diverse roles spanning external relations, finance, and business development, I contributed to SDG-based initiatives incorporating entrepreneurship, cultural exchange, and social movement. Notably, through the No Women Left Behind project, I teamed with peers from Asia and Europe and local activists to organise workshops on gender equality in Malang, East Java. During the pandemic, I also took part in theYouthentic Webinar Series and the International, discoursed a myriad of global issues, including education, environment, gender-based violence, and child exploitation, while raising donations for organisations like Rumah Faye, a non-profit combating child abuse and human trafficking issues.
Another turning point was an internship under the Indonesian Ministry of Research, Technology, and Higher Education. As part of the Outreach team at Campaign.com, a startup dedicated to linking individuals, social communities, and donors through an app designed for digital movements and funding, I led online initiatives such as webinars and focused-group discussions (FGDs) to promote the platform. Over five months, I successfully engaged 140 communities on various issues, with 35% joining the platform and securing grants totalling 40 million rupiah. This experience has brought me to a deeper learning of social entrepreneurship, B2B enterprises, and the tech industry while providing practical exposure to marketing. It was pivotal in my decision to pursue a career in marketing post-graduation.
This exposure to international relations and business later culminated in my undergraduate thesis. In a dedicated research group under my supervisor, I examined the digital strategies employed by the Indonesian Trade Promotion Center (ITPC) to mitigate the adverse effects of COVID-19 on the domestic non-oil sector's performance in the global markets. Our analysis indicated that ITPC leveraged social media campaigns, virtual business matchings, market briefs, and networking with key stakeholders to connect local businesses with international buyers, resulting in a trade surplus despite the crisis. The process of this research inspired me to dive more into the transformative role of digital tools in addressing both political and societal challenges, which has continued throughout my professional journey.
As of now, I work as a marketer at GoTo Group, Indonesia's largest tech company. I focus on promoting Midtrans to the SMEs segment, a fintech product designed to provide businesses with seamless payment and operations, and opportunities to drive sales and expand their customer base. I regularly engage with over 50,000 enterprises for product education and manage campaigns to introduce new features with versatile functions. I have also learned about the challenges of digital financial inclusion issues in this role. Many small businesses face barriers to accessing the financial tools they need to compete in today's digital economy. Yet, there are still areas for optimisation in how fintech companies effectively educate and build trust with these businesses that require a more structured approach. These insights solidified my desire to explore how fintech innovation can boost SME competitiveness and foster economic growth. I am eager to dive into these issues with GLOCAL, and with the culmination of my experience in these fields, I am confident I will be a strong fit for the program.
Talking about digital financial inclusion, Indonesia is known as an emerging major fintech player and heavily relies on SMEs for national GDP. Nevertheless, only 28% of 66 million SMEs have adopted financial technology in their operations, mainly in big cities (AFTECH, 2024). The Indonesian Ministry of Cooperatives and Small-Medium Enterprises also notes that as of 2024, 95% of existing SMEs are yet to be competitive, particularly in technology. Meanwhile, approximately 60% of Indonesians utilise e-payment, with a projected increase of over 40% in the next few years (Statista, 2024). It will count as a problem with payment digitalisation and cross-border payments having become a priority agenda according to Indonesia's G20 Presidency and the National Noncash Movement (GNNT). Upon completing my master's program, I aim to contribute to these initiatives and incorporate my experience in the fintech sector.
After reading the program's details, I am particularly drawn to multiple courses that suit my objectives. For the first semester in Göttingen, I would like to excel in topics such as'Global History of Marketing and Mass Consumption' and 'Immigrant Entrepreneurship'. These courses are fundamental to comprehending past marketing strategies that have proven effective globally and adapting them to the current diverse consumer behaviours, including the B2B customers in Indonesia, who vary by regional cultures. In Barcelona, I am keen to explore 'Creative Cities: Intervention Models and Entrepreneurial Dynamic and 'Companies in Emerging Sectors' courses, which will provide me with a framework to analyse the innovative nature of technological development in emerging sectors like fintech and how they meet local businesses needs. Finally, In Glasgow, I want to explore more about technological history through the 'Technology Transfer in the Global Economy' course. The module will be an added value, allowing me to evaluate how technology transfers by global and large companies have shaped today's industries and economies.
On top of that, I look forward to collaborating with fintech-related organisations, specifically those focused on digital payments, for my master's dissertation. To support this, I am seeking the opportunity to gain deeper insight from Dr. Monserrat Pareja Eastaway, whose research on the innovation process in new technology for mobile games reshaped the market to study the research concept. I am also interested in Dr Jeffrey Fear's work on German immigrant entrepreneurship to delve into the discourse of cultural behaviour. The knowledge and research opportunities from these significant figures will help me build a foundation for promoting digital financial inclusion in Indonesia.
In conclusion, GLOCAL provides rich knowledge of the global economy and local business practices from a European perspective that would be valuable for me to help Indonesian small and medium-sized enterprises overcome challenges in accessing financial technology. At the same time, its innovative research and industry networks would be a great investment for my personal growth and the career I aim to build.
(1194/1200)
