Sarinah Boss Pede Penjualan Stays Growing Even Though VAT Is 12 Percent In 2025

President Director of PT Sarinah (Persero) Fetty Kwartati. (Photo: Mery Handayani/VOI)

JAKARTA - President Director of PT Sarinah (Persero) Fetty Kwartati predicts that the increase in Value Added Tax (VAT) to 12 percent by 2025 will not be too influential on sales.

Fetty menjelaskan, konsumen Sarinah sebagian besar adalah orang-orang yang mencari produk unik, dan tidak dijual secara massal di berbagai tempat. Karena itu, dia pede kenaikan VAT ini tidak akan terlalu terdampak terhadap penjualan.

"We are a place that connects well-curated Indonesian products, so this has indeed been built a connection. And they came to Sarinah to find something inspiring, look for something personalized, look for something very Indonesian," Fetty said after a year-end media discussion in Sarinah, Jakarta, Monday, December 23.

In addition, Fetty said, the products of craftsmen sold in Sarinah are classified as premium.

If the artist is even a loyal customer. Examples of designers who are already famous and very specific. As soon as he launched the product, his customers immediately hunted him down," he said.

Fetty said these products are also usually purchased by upper middle class consumers. Where, continued Fetty, consumers of the class are not affected by the increase in VAT rates to 12 percent.

"Buy them, the upper middle class is not affected by the additional 1 percent VAT. Yes, they still come and keep shopping," said Fetty.

In addition, Fetty said, Sarinah until early November 2024 had recorded sales of IDR 726 billion from the target of IDR 741 billion.

Sarinah's sales performance throughout this year also grew 17 percent year on year (yoy), although people's purchasing power weakened.

"That's in the middle of the politics situation at the beginning of the year, with a lot of campaigns, then there's also the issue of VAT, but sales growth from stores is still growing above 15 percent. So this proves that people come to Sarinah for something unique, not something massive or something that's of a nature. already where can also buy, "he said.