Exclusive, Arief Nasrudin Describes Economic Digitization In Jakarta Traditional Markets Pasar

Digitalization has begun to occur in various sectors, including the world of trade. Transactions with digital wallets and online payments are common. Arief Nasrudin as the President Director of PD Pasar Jaya revealed that digitalization is slowly taking place in their traditional market environment. Such a large market potential attracts the attention of many parties to be involved here. What is the economic digitization program like in traditional markets under the auspices of the DKI Jakarta Provincial Government BUMD? Arief explained it specifically to the VOI team.

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The old adage that there is sugar and there is ant still seems relevant to describe the situation in the markets under the auspices of PD Pasar Jaya, which are currently in the midst of digitalization. With 154 large and small markets, more than 105,000 traders and the number of visitors reaching more than 1.5 million during this pandemic, the potential is huge. When digitization began to be practiced, many parties were interested in collaborating. Starting from the banking sector, marketplace, digital payments and so on, they don't want to miss wanting to taste the sweetness of sugar in traditional markets in Jakarta.

PD Pasar Jaya, as the host, said Arief Nasrudin, providing equal opportunities to anyone and any party to be involved in the digitalization program that took place within PD Pasar Jaya. "We will not tie up exclusive cooperation to one party in the economic digitization program in the Pasar Jaya environment. Everyone can participate and everyone can be involved," he said.

If you shop at one of the traditional markets in Jakarta, you can make digital payments. “Currently, we can shop with digital wallets in the markets. Just scan the barcode and enter the payment amount and the payment will occur. We have installed a signal booster in the market so that transactions run smoothly. Our merchants have reacted with digitalization like this," he explained.

It is not an easy matter to practice digitization in this traditional market. Therefore, education for traders continues to be carried out so that they can follow transactions digitally. Uniquely, even though the system is digital, the characteristics of traditional markets that still apply bargaining between buyers and sellers are still maintained.

Regarding the traditional market, which is considered a muddy market, according to the man who has been in the retail world and joined one of the leading retailers before finally landing at PD Pasar Jaya, they will slowly disappear and are now decreasing. But sometimes people even want a muddy market, because they think it's cheaper and more crowded, especially by traders. "The image of a traditional market is indeed a wet market, although management should be more professional and modern," explained Arief Nasrudin to Iqbal Irsyad, Edy Suherli, Savic Rabos, and Irfan Meidianto who met him at the PD Pasar Jaya office, in Cikini, Menteng, Central Jakarta. recently. Here is the full interview excerpt.

Traditional markets are synonymous with slum markets, how do you change that image?

When I joined PD Pasar Jaya 4 or 5 years ago the construction was already underway. But there is still a market that needs to be accelerated. We are in the process of tidying up and revitalizing the many markets in Jakarta. Perhaps the largest number of traditional markets in Indonesia or even in Asia. Because in a city consists of 154 markets with 105,000 traders. We were also asked by the Governor and the Provincial Government of DKI Jakarta so that the market development carried out still follows the rules. Until now we are tidying up the administrative process, so that the development goes according to what we expect.

Next, what we have built is to improve the concept so that this market will be able to face some of the challenges of the times that are indeed growing, including one about the digital economy. Regarding the traditional market's image, it's actually muddy. But sometimes people even want a muddy market, because they think it's cheaper and more crowded, especially by traders. The image of a traditional market is indeed a wet market, although management should be more professional and modern.

Some markets have changed, in your opinion, which traditional market can be an example?

In the future we will carry out a land optimization process. So integrate the market with various kinds of supporters. We can integrate by building high-rise buildings for residential and office buildings that can create a market for the market below. The model that has been built is the Grass Market (Manggarai), although it is still in the process of being filled. In addition, the renovated Mayestik Market is also nice and clean. But but above it is still conventional form. Consumers are lazy to go upstairs and eventually the stalls are empty and many are closed. This is really unfortunate. In the future, we must properly dissect the market potential whose location is quite strategic, it must be optimized by integrating with various kinds of supporters, including housing with a one stop living concept.

For the Senen market, when I joined PD Pasar Jaya it was also fixed. One of them is integration with the hotel. The hope is that when the pandemic is over the hotel can function properly. So the hotel can be a place to stop for those who are going to shop at the Senen market.

So the concept is to make the market a one stop living?

Actually this is the opposite, with maximizing and optimizing land the price should be more competitive, because there is a cross-margin when it comes to business. So the top should support the bottom, not upside down. So far, thank God, our market is still quite competitive because we are also improving food distribution channels. So that we can cut a fairly long food distribution line into a simpler one. If traders in modern markets are affected a lot because of this pandemic, hopefully in traditional markets the turbulence is not too excessive and they can continue to serve consumers, so they can survive.

Some time ago, there was a one million house program carried out by the central government. This requires land or a fairly strategic place in the city, the only one with land is Pasar Jaya, which owns the provincial government 100 percent. So we do synergy between the central government and local governments. And I think this is actually a very positive synergy that must be developed even though the bureaucratic rules are quite long. And my hope is that we actually simplify that too.

Speaking of competitors, who are the traditional market competitors?

Our competitors are privately managed markets and online markets. We have formed a market regulation, indeed there are several rules governing the existence of modern markets or private ones that build traditional markets. But we think we have to be brave enough to compete so that our traders are not in their comfort zone.

This is a challenge that must be faced because it is even more difficult to face digitalization with the infrastructure we currently have. Not only education but physical infrastructure is also necessary. So that's what we really need to face together. But I believe that many improvements have been made and I understand once and then catch the response from the community that housewives will never run away from traditional markets.

When compared to modern markets such as those in malls, there are far more visitors to traditional markets during this pandemic. We have more visitors and you reach one and a half million people per day. For famous markets in Jakarta such as the Tanah Abang market, even during the pandemic, there are still visitors. However, in my opinion, the traditional market and the modern market can complement each other.

Is it included in the optimization of the land when there is a futsal field or other sports facilities on Pasar Jaya land?

For many sports activities, there are futsal and badminton courts. In the future this will be included in the service. However, the land is currently being leased to a third party. But I hope it can be used for society.

How is the traditional market facing the 4.0 era?

Actually before we face the 4.0 era we strengthen in the 3.0 area. So the entry of 4.0 is actually not only digitalization but also collaboration. Since 2017, the Oyes program has been born. That's why we work with third parties to digitize. And this is the first time that traditional markets in Indonesia have launched online shopping which can be directly captured by the public. Indeed, the biggest challenge is educating traders, how they can actively trade side by side using the latest technology.

The only problem is the regeneration of traders. Sometimes the children of merchants or the grandchildren of successful traders do not want to continue the business that has brought their parents success. Even though I have asked them to continue their parents' efforts not to leave the market.

Currently in the markets we can shop with payments or digital wallets. We have installed a signal booster in the market so that transactions run smoothly. Yesterday we wanted to cooperate with several national banks, then Bank DKI itself, Bank BJB also wanted to enter. Our merchants are already reacting to this kind of digitization. Then what is needed now is that their gadget needs to be accommodated with various kinds of supporting features. We also open online which can immediately provide assistance to customers.

Pasar Jaya's policy is to open the widest possible market to parties who wish to cooperate. There will be no exclusive cooperation with one particular payment company or marketplace. So our strength is in the members (traders), later the instruments for teachers, civil servants, retirees and so on will be included. We will educate traders and MSMEs who want to enter and be involved in our e-orders. This program is already running but not optimal. That's why our inflation is good, we are among the best inflation controllers in Java and Bali before the pandemic.

Marketplace also entered the traditional market?

Marketplaces such as Tokopedia are also part of this process. They can be players too. So currently our members for Jakpreneur are more than 250,000. Later we will become members, we already have several figures or semi-modern shops but still the concept stalls. Because they don't have a brand. We only support the system and the goods. So the synergy is already extraordinary.

How many transactions have occurred in traditional markets under the auspices of PD Pasar Jaya?

The transaction is quite large, but it is indeed difficult for us to manage it in real terms because this is hard cash circulating in the market. I once launched a digital transaction system with gadgets. But the problem is that traders are afraid that their transactions will be discovered because they are afraid of taxes, even though the MSME tax is very small. There are transactions in traditional markets, so I can't really describe the numbers at this time, because right now the hard cash turnover is quite an anomaly. A simple example of the Tanah Abang market is that current transactions are a bit down, under normal conditions, up to IDR 400 billion per day. Kramatjati Main Market maybe even though the pandemic period is reduced. But not far from 100 billion per day. One thing, even though the marketplace has entered and transactions have been digital, but the character of traditional markets that can bargain will not be eliminated.

Living life must be balanced. There are times when activities such as work, sports or other activities, but other times you have to set aside time to rest. This is what Arief Nasrudin does so that his life can be balanced.

As the top leader in PD Pasar Jaya, a regional company owned by the DKI Jakarta Provincial Government which oversees various traditional markets throughout DKI Jakarta, he also directed his team not to forget to pay attention to rest periods. "Sufficient rest time is needed to recover tired physical conditions after doing activities at the office," he said.

Especially during the corona pandemic and the implementation of Emergency PPKM like now. The body's immunity absolutely must be maintained so that it can be strong against virus attacks from outside the body that without permission suddenly land. This is because Arief has personally experienced how it feels to be exposed to COVID-19. Grateful for him to be able to go through periods of healing and recovery from the corona virus attack.

"I was exposed to COVID-19 in the early days of the pandemic when it entered Indonesia around March 2020. At that time, I was very excited to participate in distributing aid for those affected by the pandemic. Maybe there was a time when I let my guard down and then the virus stopped by. Yes, because I was positive for COVID-19, I was treated intensively in the hospital, "he recalled.

After undergoing treatment at the hospital for two months and being declared cured, Arief was allowed to return home and be able to return to his normal activities. However, as a COVID-19 survivor, he is now more careful and has learned many lessons when exposed to the virus and undergoing healing.

In addition to adequate rest, according to Arief, adequate food intake and balanced exercise are also needed. “Everyone has different nutritional needs, the important thing is that what we consume should contain benefits for the body. Not the other way around. Remember our body is not a place to enter all kinds of food. Those that are not needed by the body should be selected, only those that are really needed may enter,” said the man who used to love marathon sports.

Now Arief chooses sports that are individual and minimal in crowds. "In the past, I had time to do running and marathon sports, but because of an injury, I was directed by a doctor to replace the type of sport with another, for example riding and swimming," he explained.

He is not alone when cycling, his children who are already teenagers are also invited to participate. “I usually bike with my child. They like racing bikes," he said.

For in his office, the climate for sports seems to have formed. This is also what Arief is very proud of. PD Pasar Jaya employees do not only do sports for health. But they can also excel by winning trophies and trophies in various championships.

“At PD Pasar Jaya, futsal is the most prominent sport. They don't just exercise for their health, but they also won trophies and awards. Most often it is the first winner, occasionally second place in various cash futsal tournaments held in Jakarta and its surroundings. Below you can see what trophies our team has won," he said, adding that there were also achievements in badminton and other sports that were inscribed by PD Pasar Jaya employees.

Former School Band Guitarist

Arief is secretly a guitarist for the school band. “When I was in high school, I joined the school band and was trusted to play the guitar. From a young age, I loved music and playing guitar. That's why this hidden talent is channeled when joining a band at school," said Arief, who often performed songs from famous bands such as The Beatles with his school band. As for local bands, they often bring songs from the God Bless group.

It's just that musical talent does not continue to be a professional musician. He chose a career in the world of work. Modern retail industry with networks throughout Indonesia. But finally he accepted the invitation to join PD Pasar Jaya about four years ago. And Arief also helped fix the management of this company owned by the DKI Jakarta Provincial Government until now. Art affairs then just become a hobby for Arief.

It turned out that his artistic talent was passed down to his children. “They are even better than me in music. It's just not being taken seriously. They prioritize school. Just like me, children also use music as a distraction when they are busy with college activities,” he said.

Arief is very supportive when his children are also pursuing music even though they are not taken seriously as a profession. The problem with music, he said, can balance the functions of the left brain and right brain. “Collecting music is good for balancing right and left brain functions. So to be balanced, not only the right brain is maximized, but the left brain as well. My children on the sidelines of studying usually they play the keyboard in his room. Yes, it can be a channel so you don't get stressed from the heavy learning burden,” said Arief, who at home has a small studio for himself and the children to share their hobbies with music.

Arief did not force his children to work or work in certain fields. But what he hopes is that his son is not in his comfort zone. “I advise my children not to be in a comfort zone like being an employee. But if there are people who want it like that, that's okay, that's a choice. I prefer them to create jobs. In my opinion, entrepreneurship is better than being an employee who continues to depend on others," he said.

“I advise my children not to be in a comfort zone like being an employee. Entrepreneurship in my opinion is better than being an employee who continues to depend on others, "

Arief Nasrudin