Socio Today
Jakarta, Indonesia – The vibrant culinary landscape of Jakarta, a melting pot of Indonesian and international flavors, often poses a unique challenge for newcomers seeking the authentic tastes of their hometowns. This was precisely the experience of Nyayu Maryati, who relocated from Palembang to Jakarta in 2010. What began as a deep longing for the distinctive flavors of her native "Pempek" has remarkably blossomed into a thriving culinary enterprise, Pempek Rafi 81, a brand that has successfully carved out its niche in the capital’s competitive food scene, frequently appearing at prominent bazaars and community events.
Nyayu’s entrepreneurial journey, rooted in a personal craving for the authentic "Kota Pempek" experience, exemplifies the spirit of resilience and adaptability characteristic of many micro, small, and medium enterprises (UMKM) in Indonesia. Her story is one of transforming a simple yearning into a successful business model, navigating market demands, and leveraging strategic partnerships to achieve growth. Detikcom recently encountered Nyayu at a bazaar held at Universitas Sahid in Menteng Dalam, South Jakarta, where she shared the compelling narrative of building her business from the ground up, starting four years after her initial move to the capital.
The Genesis of an Idea: A Culinary Homecoming in Jakarta
Nyayu Maryati’s move to Jakarta in 2010, like for many regional migrants, meant a significant cultural and culinary adjustment. While Jakarta boasts an incredibly diverse food scene, finding truly authentic regional dishes, particularly those with a specific taste profile like Palembang’s pempek, proved to be a persistent challenge. She recounted her frustration with the available options: most street-side pempek vendors offered diluted flavors, often lacking the rich fish content synonymous with Palembang originals, while high-quality versions were typically confined to more expensive restaurants, making them less accessible for daily consumption. This culinary gap sparked an initial, nascent idea.
The pivotal moment, however, arrived in mid-2014. Her husband’s decision to resign from his job plunged the family into a period of financial uncertainty, with their savings rapidly dwindling over several months. "From July to December 2014, we had no income," Nyayu recalled, a period that forced a pragmatic reassessment of their situation. It was during this challenging time that Nyayu proposed a bold solution: "I asked my husband, ‘What if we open a Pempek business?’" This simple question marked the turning point, transforming a personal desire into a potential economic lifeline.
By December 2014, with a modest but determined initial capital of just Rp 2 million (approximately USD 130 at the time), Nyayu took the plunge. She opened her first pempek stall, renting a humble rolling-door kiosk. The brand name, Pempek Rafi 81, was chosen with personal significance. "Rafi" is derived from her eldest son’s name, signifying "to elevate" or "to uplift." The number "81" combines her husband’s birth date and month, January 8th, which numerically sums to nine, representing perfection. Nyayu explained the hopeful symbolism behind the name: "The expectation is that by using the number 8, our fortune will flow continuously, and the business will become number one." This aspiration encapsulated her vision for a flourishing enterprise that would not only provide for her family but also bring authentic Palembang flavors to the wider Jakarta community.
Navigating Jakarta’s Palate and Strategic Adaptations
Entering Jakarta’s highly competitive culinary market presented Nyayu with immediate challenges, particularly concerning consumer preferences. She quickly observed that many Jakarta residents were sensitive to the strong "fishy" aroma often associated with authentic pempek. To bridge this gap and appeal to a broader audience, Nyayu initially adopted a compromise strategy. "Initially, I made pempek that wasn’t overly fishy," she explained. "Because I saw that the Jakarta market didn’t like a strong fish smell. So, I tried making it with a higher flour-to-fish ratio, like 1:1. Thankfully, it worked." This initial adaptation allowed Pempek Rafi 81 to gain a foothold, gradually building a customer base willing to try her version of the Palembang delicacy.
A significant turning point for Pempek Rafi 81 came in 2018 when Nyayu enrolled her business as a fostered UMKM under Rumah BUMN BRI, initially located in Jati Baru, Tanah Abang, and later at Jalan Letjen S Parman, West Jakarta. These state-owned enterprise (BUMN) initiatives, often supported by government programs aimed at strengthening the UMKM sector, provide crucial guidance and resources. Through a series of comprehensive training programs covering branding, bookkeeping, and digital marketing, Nyayu gained invaluable insights and practical skills. The mentorship and peer-to-peer learning environment at Rumah BUMN BRI proved instrumental in refining her business strategy.
One of the most impactful pieces of advice Nyayu received was to re-emphasize the authentic, fish-rich taste of true Palembang pempek while simultaneously devising a pricing strategy that remained competitive. This insight prompted a re-evaluation of her product line. Recognizing the diverse socio-economic landscape of Jakarta, Nyayu innovated by introducing three distinct versions of Pempek Rafi 81, each tailored to different consumer segments and purchasing power:
- Premium Authentic Palembang: This variant is dedicated to connoisseurs of traditional Palembang pempek, using genuine Ikan Tenggiri (Spanish Mackerel) as the primary ingredient, with a generous ratio of two parts fish to one part flour, ensuring a rich, unmistakable flavor and dense texture.
- Daily Consumption (Mid-Range): Designed for the everyday market, particularly around Nyayu’s residential area where middle-to-lower income communities predominate, this version utilizes Ikan Kakap (Snapper). It strikes a balance between authentic taste and affordability, making it suitable for regular consumption.
- Budget-Friendly (Street Vendor Style): This most economical option is crafted without any fish meat, mimicking the concept of traditional street-cart pempek. To ensure a savory taste, Nyayu ingeniously uses Udang Rebon (small dried shrimp) as a flavor base, offering an accessible choice for those with tighter budgets.
"I adjust based on where I’m selling," Nyayu explained, highlighting her dynamic market segmentation strategy. "For bazaars and UMKM events, I focus on the authentic Palembang style." This multi-tiered product approach allowed Pempek Rafi 81 to cater to a broad spectrum of Jakarta’s diverse population, effectively maximizing market penetration while upholding the integrity of Palembang’s culinary heritage.
Resilience in Crisis: Embracing Digitalization and Bazaar Dominance
The years that followed saw Pempek Rafi 81 steadily grow, but like countless other businesses worldwide, it faced an unprecedented challenge with the onset of the COVID-19 pandemic. The enforced lockdowns and social distancing measures severely impacted traditional retail, forcing Nyayu to temporarily close her physical warung. However, the comprehensive training and mentorship received at Rumah BUMN BRI had instilled in her a strong sense of resilience and adaptability. Giving up was not an option.
Nyayu pivoted her business model, shifting focus to an online Pre-Order (PO) system and aggressively participating in various UMKM bazaars, which began to re-emerge as restrictions eased. This strategic transformation proved highly effective. Currently, Pempek Rafi 81 boasts a significant production capacity, manufacturing a minimum of 2,500 pieces of frozen pempek per month. Beyond her flagship pempek, Nyayu also diversified her menu to include other Palembang specialties such as tekwan (fish ball soup), celimpungan (fish cake in coconut milk soup), kerupuk tenggiri (mackerel crackers), and even traditional rice dishes like nasi minyak and pindang patin (spiced catfish soup).
The "nomadic" strategy of moving from one bazaar to another, rather than relying on a fixed physical location, has yielded sweet dividends. As an officially fostered UMKM, Pempek Rafi 81 frequently receives invitations to participate in major exhibitions and events, often benefiting from waived rental fees or reduced sharing fees. This access to high-traffic venues provides invaluable exposure and significantly reduces operational overheads.
Nyayu shared impressive figures from recent engagements. During the six-day Indonesia Open event, Pempek Rafi 81’s stall was consistently busy, generating an impressive turnover of over Rp 12 million. Her success also extends to targeting the student demographic; after attending a week-long digital marketing workshop organized by Universitas Bina Nusantara (Binus), Nyayu applied her newfound knowledge at a campus bazaar. Within just three days, Pempek Rafi 81 achieved sales between Rp 6-7 million. This adaptability and strategic deployment of digital marketing skills highlight the direct impact of the training she received.
Cumulatively, Nyayu estimates that if she participates in four bazaars a month, her minimum turnover reaches Rp 20 million. During busier periods, when she attends seven to eight bazaars, her monthly revenue can exceed Rp 25 million, underscoring the success of her flexible business model.
Embracing Digital Transactions with QRIS BRI
In the modern digital economy, seamless transactions are paramount. Nyayu readily acknowledges that her sales strategy now heavily relies not only on bazaar networks and WhatsApp Business but also on Google My Business, which has become a crucial tool for attracting new customers in Jakarta. "Almost every day, orders come in through maps, whether they visit directly or chat via WhatsApp for delivery," Nyayu noted, illustrating the power of localized digital presence.
To facilitate these transactions and keep pace with evolving consumer preferences, Nyayu has fully embraced QRIS BRI, Indonesia’s standardized QR code payment system. She lauded its convenience and efficiency. "It’s really easy; for me, using QRIS is fantastic. Firstly, people don’t need cash, they don’t have to carry wallets around because people are reluctant to use cash now," she explained. "Secondly, from any bank, transactions via QRIS BRI don’t incur additional admin fees, and we don’t have to worry about providing change."
Beyond the obvious benefits of cashless transactions, Nyayu highlighted an additional feature that significantly streamlined her operations: the real-time notification system. "I use BRI Notif, which links directly to WhatsApp. So, I don’t have to fuss around. I just check WhatsApp, and I can see the incoming transactions." This instant, integrated financial monitoring allows her to manage sales and customer service simultaneously, a critical advantage for a busy UMKM operator.
The Customer Experience: Authentic Flavors Resonate
The presence of Pempek Rafi 81 at university campuses has not only attracted a significant student following but also garnered effusive praise for its authentic taste. Rian, a student encountered at a bazaar, recounted how he was initially drawn to the stall by the distinctive aroma of the "cuko" (pempek sauce) during lunchtime. "When I tried a plate of pempek, the fish flavor was really pronounced and dense, vastly different from street pempek that usually just tastes like tapioca starch," Rian enthused. "The texture was chewy but tender when bitten, and the thick, spicy, and refreshingly sour cuko was just perfect on my palate."
For students from Sumatra, Pempek Rafi 81 offers more than just a meal; it provides a comforting taste of home. Dinda, a migrant student from Sumatra, shared her struggle to find genuinely authentic pempek in Jakarta, often encountering disappointing versions with off-flavors or bland cuko. "As a migrant, finding authentic pempek in Jakarta is hit-or-miss; often it’s a ‘zonk’ because it smells fishy or the cuko is tasteless," Dinda explained. "But when I tried Pempek Rafi 81 at the campus bazaar, it felt like I was instantly transported home. When I asked the owner, she confirmed that the fish content was indeed much higher." These testimonials underscore Nyayu’s success in delivering a product that meets, and often exceeds, the expectations of discerning consumers, particularly those with a genuine connection to Palembang cuisine.
Rumah BUMN BRI: A Catalyst for UMKM Growth and Digital Transformation
In a separate statement, Jajang Rohmana, Coordinator of Rumah BUMN BRI, articulated the overarching mission of the institution: to serve as a vital platform for the development of local businesses. He emphasized BRI’s commitment to providing free, comprehensive guidance, supporting UMKM from their nascent stages through to their "naik kelas" (upgrading) into more established enterprises. "Our aim is not merely for UMKM to grow, but to transform towards sustainable digital economic independence," Jajang stated, positioning Pempek Rafi 81 and Nyayu Maryati as a prime example of this transformative journey, an entrepreneur who built her business from scratch through dedicated learning and consistent mentorship.
Nyayu’s story is one among thousands. Rumah BUMN BRI fosters a vibrant ecosystem of entrepreneurs from diverse sectors, including culinary arts, beverages, fashion, handicrafts, and various services. The institution currently supports approximately 11,000 UMKM nationwide, with a significant 6,000 actively participating in various empowerment programs. "Our programs extend beyond mere training; we also offer initiatives that facilitate UMKM development, such as legal assistance," Jajang elaborated. "Because UMKM face numerous and varied challenges, the programs at Rumah BUMN are designed to meet all these needs."
Jajang detailed the structured approach taken by Rumah BUMN BRI. Upon joining, UMKM are directed to complete a scoring assessment on the Link UMKM platform. This assessment generates an initial report, akin to a progress card, identifying three strongest and three weakest aspects of their business. "We then guide them to focus on training programs addressing those three weakest aspects," he explained. "Following this, we arrange expert speakers who are specialists in those fields to provide targeted training." This tailored approach ensures that resources are effectively deployed to address specific business needs.
Under the guidance of BRI, UMKM are not only growing but also undergoing a profound transformation towards a self-reliant and sustainable digital economy. "Every smile from an UMKM actor who successfully upgrades is energy for us," Jajang affirmed, highlighting the intrinsic motivation driving the program. By 2026, Rumah BUMN BRI under BRI KC S Parman aims to continue supporting its approximately 11,000 UMKM, with a focus on keeping the active participation rate high.
The tiered progression model—Go Modern, Go Digital, Go Online, and Go Global—is central to Rumah BUMN BRI’s strategy. While "Go Global" aims to prepare UMKM for international markets, Jajang acknowledged that not all products are suitable for export. Therefore, the primary focus currently lies in optimizing digitalization processes for all businesses. This ensures that even if an UMKM doesn’t export, it is equipped to thrive in the digital domestic market, leveraging online platforms and digital payment systems to expand its reach and operational efficiency.
Broader Impact and Implications
The success story of Pempek Rafi 81, facilitated by the support of Rumah BUMN BRI, carries significant broader implications for Indonesia’s economic development, cultural preservation, and digital transformation.
Economic Empowerment: Nyayu Maryati’s journey is a microcosm of the vast potential within Indonesia’s UMKM sector. UMKM are the backbone of the Indonesian economy, contributing over 60% to the national GDP and absorbing a substantial portion of the workforce. By fostering entrepreneurship, particularly among migrants who bring unique cultural capital, initiatives like Rumah BUMN BRI directly contribute to job creation, income generation, and poverty reduction. Pempek Rafi 81, though a small entity, demonstrates how local businesses can create self-employment and potentially employment opportunities for others, fostering economic resilience at the community level.
Cultural Preservation: In the face of rapid urbanization and globalization, the preservation of regional culinary heritage is crucial. Nyayu’s dedication to providing authentic Palembang pempek in Jakarta plays a vital role in keeping these traditional flavors alive and introducing them to new generations and diverse populations. Her adaptable product strategy ensures that while the core authenticity is maintained for purists, variations are available to appeal to a wider audience, thereby expanding the reach and appreciation of Palembang cuisine beyond its geographical origin. This act of culinary entrepreneurship acts as a cultural ambassador.
Digital Transformation: The seamless integration of digital tools such as WhatsApp Business, Google My Business, and especially QRIS BRI, highlights the indispensable role of technology in modern UMKM operations. Nyayu’s ability to pivot to an online Pre-Order system during the pandemic, and her continued reliance on digital marketing and payment solutions, underscores the importance of digital literacy and access for small businesses. Such practices not only enhance efficiency and customer convenience but also provide valuable data for business analysis and expansion. The convenience of QRIS, eliminating the need for cash and providing real-time transaction tracking, is a powerful enabler for financial inclusion and operational streamlining for countless small vendors.
Government and State-Owned Enterprise Support: The structured assistance provided by Rumah BUMN BRI exemplifies a successful public-private partnership model for UMKM development. By offering free training, mentorship, and access to market opportunities (like bazaars with reduced fees), these programs mitigate common barriers faced by small businesses, such as lack of capital, marketing knowledge, and business acumen. This institutional support is critical in nurturing entrepreneurial talent and transforming informal businesses into formalized, sustainable entities capable of contributing more significantly to the national economy.
Migration and Entrepreneurship: Nyayu’s story also reflects the broader phenomenon of internal migration and its economic impact. Migrants often bring with them unique skills, traditions, and cultural practices, which, when channeled into entrepreneurship, can enrich the cultural and economic fabric of their new homes. Her journey from struggling to find a taste of home to becoming a purveyor of that very taste is a testament to the entrepreneurial spirit often found within migrant communities, transforming personal needs into public services and economic opportunities.
In conclusion, Pempek Rafi 81 is more than just a culinary business; it is a narrative of tenacity, adaptation, and the transformative power of strategic support. Nyayu Maryati’s journey from a Palembang native missing her hometown’s flavors to a successful entrepreneur in Jakarta stands as an inspiring beacon for countless other UMKM, demonstrating how passion, combined with smart business strategies and institutional backing, can elevate a humble craving into a flourishing enterprise that not only satisfies appetites but also enriches communities and economies.
