BATAMCLICK.COM: Micro, Small, and Medium Enterprises (MSMEs) have long been the backbone of Indonesia’s economy. In 2023, MSMEs contributed 60% to the national GDP, totaling IDR 9,580 trillion, absorbed 117 million workers (97% of total employment), and contributed 15.7% to national exports.
Recognizing this potential, the government and business community agreed: MSMEs can no longer be underestimated. Speaking at IMA’s 2025 National Working Meeting (Rakernas) in Jakarta on June 14, Deputy Minister for Medium Enterprises, Bagus Rachman, emphasized the need to shift perspective.
“We shouldn’t just call them MSME players. They are entrepreneurs and must think globally,” he asserted.
He also mentioned President Prabowo’s initiative to separate the cooperative and MSME departments for more focused development. This is supported by nearly IDR 1,000 trillion in allocated funding.
IMA President Suparno Djasmin stated that IMA is committed to supporting MSMEs. “Training, financing, marketing strategies, and media exposure are key. Our goal is to make marketing a force for a better Indonesia,” he said.
Breaking into Export Markets with a Story
The talk show “Marketing Beyond Borders” featured prominent figures from the MSME export ecosystem, including Benny Soetrisno (Indonesian Exporters Association), Erik Hidayat (VP SME & Entrepreneurship IMA), and Irena Surosoputra, owner of Cokelatin Signature.
Benny highlighted the power of storytelling: “In exports, it’s not just about quality but the values and narrative behind the product.” He urged MSMEs to focus on quality before chasing volume.
Echoing this, Erik stressed the role of digitalization. “MSMEs must embrace social media, online marketplaces, and video testimonials. At IMA, we provide access to training and networks to make that happen.”
Irena shared her success story. Starting from a home kitchen, her chocolate drink brand now reaches Boston, USA. “We used local ingredients from Sulawesi and East Java. Over time, we improved packaging, SOPs, our logo, and storytelling. Once we were ready, we exported,” she explained.
She noted that becoming the face of her brand was pivotal. “We focused on flavor, production capacity, and building local trust first. Only then did we feel confident going global.”
IMA Rakernas 2025: Agile Marketing Amid Global Disruption
With the theme “Agile Marketing in Times of Global Disruption,” IMA’s 2025 Rakernas called for marketers to be nimble and resilient in the face of economic slowdown, geopolitical shifts, and consumer behavior changes.
Beyond discussions, IMA reaffirmed its commitment through tangible programs like the IMA MSME Awards and its reforestation initiative, Tree Planting. The mission is clear: to empower Indonesian MSMEs for global competition.***
