Buku-UKM

UKM INDONESIA TUMBUH DAN MAJU BERSAMA SEMEN INDONESIA 1

DAFTAR ISI 

4 Pengantar Direktur Utama PT Semen Indonesia (Persero) Tbk. 

7 Pengantar Kepala Departemen CSR PT Semen Indonesia (Persero) Tbk. 

13 Membentengi Mitra Binaan dengan Hak Cipta 

KATEGORI INSPIRATIF 

16 R&D : Terpuruk dan Bangkit karena Bom Bali • Slumped by Bali Bombings? No Way! 

22 BONASSA COLLECTION : Modal Nekat Berujung Nikmat • Strong Determination as Initial Capital 

28 AL BAROKAH : Sarung Al Barokah Melayang ke Timur Tengah • Al Barokah Sarong Flies To Middle East 

33 UD FAMILY FOOD : Jadikan Makanan Olahan sebagai Mesin Uang • Processed Food As Money Machine 

38 UD DWI SUMBER SEJATI : Makmur bersama Peralatan Dapur • Triumphant with Kitchen Appliances 

44 SEKAR AYU : Nyaris Punah, Kini Batik Gedog Mendunia • Almost Extinct, now Batik Gedog Goes Global 

50 INDAH MEUBEL : Terinspirasi Sukses Jokowi • Inspired by Jokowi’s Success 

56 BAYU MANDIRI : Pelanggan Cetaknya Sampai Timor Leste • His Marketing Wings Reach East Timor 

62 IZZA COLLECTION : Sukses Berkat Hobi dan Desakan Ekonomi • Stronger Than Economic Pressure 

67 RASYIDA ALAM : Dari Garasi Berbuah Upakarti • From Garage to Upakarti Award 

KATEGORI PRODUKTIF 

74 SARI RONCHE : Lejitkan Baju Sulam ke Kalangan Atas • Kicks Embroidery Clothes to Upper Class 

80 NATHANIA ART : Kolaborasi Ibu-Anak Hasilkan Paten • Mom-Daughter Collaboration Get’s Patent 

84 KALYANA : Amerika Tembus, Kini Lirik Australia • After the USA, Now Targeting Australia 

2 

UKM INDONESIA TUMBUH DAN MAJU BERSAMA SEMEN INDONESIA

89 CARNADIA : Limbah Kaca Jadi Elok dan Mahal • Wasted Glass is Beautiful and Expensive 

94 KULIT KREASINDO : Bikin Pembeli Yaman Kepincut • Makes Yemeni Buyers Fascinated 

99 LYENA CRAFT : Hak Paten di Tangan, Bersiap Masuk Eropa • Having Patent, Preparing to Europe 

104 SUMBER AGUNG : ‘Raja Midas’ Sangkar Burung • ‘King Midas’ in Birdcage Business 

109 KERIPIK GERUS : Dari Iseng, Raup Puluhan Juta Rupiah • Just for Fun, Get Million Rupiahs 

114 GHAFA FRAME : Sukses Berkat Ketekunan dan Kesabaran • Success = Persistence + Patience 

117 BELGEDES ART : Berawal dari Kesibukan Wali Santri • It Starts from Pupil’s Parents 

120 LIEVIEDA : Kualitas Dijamin, Model Selalu Gres • Guaranteed Quality, Newest Style 

123 DEDE SATOE : Tanpa Pengawet, Bertahan hingga 1,5 Tahun • Without Preservatives, Lasting to 1.5 Years 

128 DUA PUTRA (DU-TRA) : Bikin Limbah Ikan Tak Berbekas • Fish Waste Goes without Trace 

132 BATIK LASEM ART : Jawab Kegelisahan dengan Muatan Lokal • Addressing Anxiety with Local Content 

136 EBONY GUN’S : Penemu Senapan Multisistem dari Pare • Inventor of Multisystem Rifle 

141 MELATI MEKAR MANDIRI : Bidik Pasar Atas, Motif Selalu Baru • Targeting Upper Market, Creating New Motifs 

145 NEBULA CAKE : Nebula Cake, Disuka karena Kaya Keju • Nebula Cake, Rich in Cheese 

149 FORTUNE ENTERPRISE : Mengolah Mineral Laut Jadi Kosmetik Berkelas • Turning Marine Minerals into Classy Cosmetic 

154 BATIK DEWI SARASWATI : Tak Lelah Ciptakan Motif Baru • Never Feel Tired to Create New Motif 

159 RIZKI BAROKAH : Menggores Hidup dengan Canting • Make a Living with Canting 


PENGANTAR 

HARUS 

TUMBUH 

DAN MAJU 

BERSAMA 

must grow and 

move forward together 

Ir SUPARNI 

Direktur Utama PT Semen Indonesia (Persero) Tbk. 

President Director of PT Semen Indonesia (Persero) Tbk. 

4 


SEJAK diresmikan di Gresik tanggal 7 

Agustus1957 oleh Presiden RI Soekarno, PT 

Semen Gresik (Persero) Tbk konsisten menerapkan 

konsep Triple Bottom Lines (Profit, 

Planet and People) secara berkelanjutan. 

Sebagai entitas bisnis pelat merah, Semen 

Gresik punya kewajiban menggali profit 

dan menyetorkan sebagian keuntungan 

kepada negara. 

Namun, di sisi lain, di tubuh perseroan 

melekat tanggung jawab untuk menjaga 

lingkungan dan menyejahterakan 

masyarakat. Tiga fungsi ini menyatu dan 

tidak mungkin dipisahkan. Ketika perseoran 

bertransformasi menjadi PT Semen 

Indonesia (Persero) Tbk tahun 2012, misi 

mulia yang menjamin sustainabilitas usaha 

tersebut tetap dikedepankan. 

Saat ini Semen Indonesia membina 

16.764 usaha kecil menengah (UKM) yang 

tersebar di seluruh Indonesia. Tingginya 

populasi usia produktif di negeri ini yang tak 

berbanding lurus dengan jumlah lapangan 

kerja mendorong orang untuk membangun 

usaha mandiri. 

Akan tetapi, bila tidak disokong kemampuan 

finansial, manajerial serta networking 

yang bagus, sulit membayangkan embrio bisnis itu bisa 

survive, apalagi berkembang. Alasan itulah yang mendorong 

Semen Indonesia hadir di tengah-tengah UKM. Hingga 2015 

di Indonesia terdapat 57,9 juta pelaku UKM, dengan kontribusi 

terhadap PDB sebesar 58,92 persen dan kontribusi dalam 

penyerapan tenaga kerja 97,30 persen. 

Sejengkal 

pun Semen Indonesia 

tidak pernah meninggalkan 

mereka. 

Kami ingin UKM-UKM 

itu mantap secara 

tridaya, yakni daya 

tahan, daya tarik 

dan daya saing.” 

“Semen Indonesia never 

leaves them any inch behind. 

We want the SMEs will be 

steady in Tridaya (3 powers); 

durability, attractiveness 

and competitiveness.“ 

SINCE the inauguration in Gresik on 

August 7, 1957, by President Soekarno, PT 

Semen Gresik (Persero) Tbk consistently 

applies the concept of Triple Bottom Lines 

(Profit, Planet and People) on an ongoing 

basis. As a state-owned business entity, 

Semen Gresik has an obligation to make 

profits and send some part of the profits to 

the state. 

However, on the other hand, the company 

bears inherent responsibility to protect 

environment and to promote social welfare. 

Those three functions are closely linked and 

not possible to be separated. So, when the 

company was transformed into PT Semen 

Indonesia (Persero) Tbk in 2012, the noble 

mission that guarantees the sustainability of 

these efforts is still put forward. 

Currently, Semen Indonesia has fosterpartnerships 

with 16,764 small and medium 

enterprises (SMEs) that are scattered 

throughout Indonesia. The high population 

of productive age that is not directly 

proportional to the number of jobs encourages 

people to build their own independent 

business. 

However, without financial capability support, 

managerial support and good networking, it is hard to 

imagine how the embryos of business can survive and thrive. 

These are the reasons that encourage Semen Indonesian to 

send helping hands to the SMEs. Up to 2015, there are 57.9 

million SMEs in Indonesia which contribute 58.92 percent to 

GDP and absorb 97.30 percent of labor force. 

Tak aneh bila UKM disebut sebagai tulang punggung 

ekonomi nasional. Mirisnya, akses mereka ke lembaga keuangan 

sangat terbatas, yakni baru 25 persen atau 13 juta pelaku 

UKM yang mendapat akses ke lembaga keuangan. Karena itu 

kami tidak pernah tanggung-tanggung dalam membina UKM. 

No wonder that SMEs are referred as the backbone of the 

national economy. Sadly, their access to financial institutions is 

very limited. Only 25 percent of them or 13 million SMEs have 

the access to financial institutions. Therefore, we’re never halfheartedly 

in fostering the SMEs. 


Merujuk konsep one stop service, pola pendampingan 

dieja-wantahkan melalui penyaluran pinjaman, pembinaan 

manajerial berkesinambungan dan mempromosikan produkproduk 

mitra lewat pameran di dalam maupun luar negeri. 

Semua dilakukan dengan mengedepankan aspek pemerataan, 

kemandirian, profesional serta etika. 

Buku ini memotret sebagian kecil UKM yang lahir, tumbuh 

dan berkembang bersama Semen Indonesia. Ada yang jalannya 

mulus, namun tak sedikit yang harus ’berdarah-darah’ untuk 

sampai ke tangga sukses. Sejengkal pun Semen Indonesia tidak 

pernah meninggalkan mereka. Kami ingin UKM-UKM itu mantap 

secara tridaya, yakni daya tahan, daya tarik dan daya saing. 

Di tengah persaingan bisnis semen yang makin menggila ini 

Semen Indonesia harus tetap jadi pemenang. Namun, sekali 

lagi, kami tidak ingin berlari kencang dan menjadi juara sendirian. 

Semen Indonesia harus tumbuh dan maju bersama UKM 

binaan, sebab itulah keberlanjutan yang sesungguhnya. (*) 

Referring to the concept of ‘one stop service’, the partnerships-assistance 

design is implemented through loan lending, 

sustainable managerial coaching, and product promoting 

through exhibitions at home and abroad. All are done by putting 

forward the aspects of equality, independence, professionality 

and ethic. 

This book is portraying a small fraction of SMEs that are 

born and/or grown up with Semen Indonesia. Some SMEs have 

a smooth road to success, however some others take long and 

heavy road to success. And, Semen Indonesia never leaves 

them any inch behind. We want the SMEs will be steady in Tridaya 

(3 powers); durability, attractiveness and competitiveness. 

In the middle of very tight cement business competition, Semen 

Indonesia must still be the winner. However, once again, 

we do not want to run fast and be champion alone. Semen 

Indonesia should grow and move forward together with the 

SMEs; because that is the real sustainability. (*) 

6 


PENGANTAR 

CSR 

Sebagai 

Peningkatan Reputasi 

dan Keberlanjutan 

Perusahaan 

CSR Improves the Reputation 

and Sustainability of a Company 

Ir WAHJUDI HERU 

Kepala Departemen CSR Semen Indonesia 

Head of CSR Department of Semen Indonesia 

SEMEN INDONESIA konsisten dengan prakarsanya dalam memastikan 

keselarasan pengembangan usaha dengan memadukan 

upaya menjaga kelestarian lingkungan hidup. Semuanya dimaksud 

untuk meningkatkan kompetensi masyarakat sekitar, menjamin 

peningkatan kesejahteraan, serta mutu hidup generasi masa kini 

dan masa depan yang semakin baik. 

Demikian juga halnya dengan kegiatan pengembangan usaha 

yang tengah giat dilaksanakan di lapangan. Perseroan telah 

memenuhi seluruh prosedur yang ditetapkan, termasuk menyusun 

dan mempresentasikan AMDAL lengkap dengan rencana UKL dan 

SEMEN INDONESIA is consistent with initiatives to ensure 

the alignment of business development with efforts to preserve 

the environment. It’s all meant to improve the competence of 

local communities, to ensure the improvement of welfare and 

the quality of life of present generation and future generation. 

Business development activities also are actively implemented 

in the field. The Company has complied with all procedures 

established, including: the creation and presentation of complete 

Environmental Impact Assessment with Environmental 


UPL untuk memastikan terjaganya lingkungan sekitar. Perseroan 

bahkan telah merencanakan penerapan teknologi penambangan 

maupun operasional pabrik terbaru yang lebih ramah lingkungan. 

Perseroan bertekad menerapkan keberhasilan pengelolaan lingkungan 

di Tuban yang pernah mendapatkan PROPER EMAS dari 

Kementerian Lingkungan Hidup, di lokasi pabrik lainnya. 

Selain itu, Perseroan juga tetap konsisten menjalankan upayaupaya 

peningkatan kualitas lingkungan sebagai bentuk partisipasi 

Semen Indonesia terhadap mitigasi perubahan cuaca. Selain 

upaya penghijauan, Perseroan menerapkan program Clean Development 

Mechanism (CDM) secara konsisten, meliputi penerapan 

konservasi energi melalui operasionalisasi dan pengembangan 

unit WHRPG, penggunaan biomass, penerapan AFR dan menyerap 

limbah industri tertentu sebagai bahan penolong dalam 

proses produksi terak. 

Keseluruhan upaya tersebut membuat Perseroan berhasil 

menurunkan angka emisi CO2 dan mendapatkan sertifikasi Car- 

Management and Environmental Monitoring plans to ensure 

the preservation of environment. The Company even has 

planned application of mining technology and operation of the 

newest plant to be friendly with environment. Semen Indonesia 

is determined to build on the success of environmental management 

in Tuban plant –which got PROPER EMAS from the 

Ministry of Environment– to other plant locations. 

In addition, the company also remains consistent to run 

the efforts to improve environmental quality as the participation 

to mitigate the bad impact of climate change. In addition 

to reforestation, the company also implements a program of 

Clean Development Mechanism consistently covering energy 

conservation through the operation and development of Waste 

Heat Recovery Power Generation unit, the use of biomass, 

the application of Alternative Fuel Resources, and to absorb 

specific industrial waste as auxiliary material in the process of 

slag production. 

The all efforts can make the company successful in reducing 

CO2 emissions to get certification of Carbon Emission Reduc- 

8 

UKM INDONESIA TUMBUH DAN MAJU 

BERSAMA SEMEN INDONESIA

on Emission Reduction (CER) sebagai bentuk 

pengakuan masyarakat global akan upaya 

nyata yang dilakukan Semen Indonesia dalam 

memperbaiki kualitas lingkungan. 

Sebagai wujud komitmen yang kuat dalam 

melaksanakan program Tanggung Jawab Sosial 

dan Lingkungan (TJSL), sejak tahun 2014 

lalu, Semen Indonesia mulai menerapkan 

blueprint kegiatan CSR yang mencerminkan 

suatu konsep TJSL yang tidak hanya merupakan 

kewajiban bagi perusahaan, namun lebih 

dari itu, menekankan kegiatan CSR sebagai 

media bagi peningkatan reputasi dan terjaminnya 

keberlanjutan perusahaan. Perseroan 

menerapkan empat pilar program-program 

CSR, yakni: 

“SI Cerdas” yang fokus pada peningkatan 

kompetensi melalui program pendidikan. 

“SI Prima” yang bersinergi dengan program-program 

Unit Pemasaran dan Litbang . 

“SI Lestari” yang fokus pada programprogram 

lingkungan. 

“SI Peduli” yang merupakan rumah yang 

berisi program-program sosial ekonomi. 

Kepada 

para pelaku 

usaha mikro ini, 

perseroan memberi 

pendampingan 

menyeluruh dengan 

konsep one stop 

service. 

“To micro businesses, 

the company provides 

comprehensive assistance 

with one-stop-service 

concept.” 

tion. This is recognition from the global 

community about the real efforts of Semen 

Indonesia to improve environment quality. 

As a strong commitment in implementing 

the program of Social and Environmental 

Responsibility, Semen Indonesia since 2014 

has implemented blueprint for CSR activities. 

It shows that the concept of Social and 

Environmental Responsibility is not only as 

an obligation of the company. More than 

that, it emphasizes CSR activity as a medium 

for improvement and ensuring the sustainability 

of the Company’s reputation. 

The Company implements four pillar of 

our CSR programs, namely: 

‘SI Cerdas’ focuses on increasing competence 

through education programs, 

‘SI Prima’ is in synergy with the programs 

of Marketing Unit and Research and Development 

Unit. 

‘SI Lestari’ focuses on environmental 

programs, and 

‘SI Peduli’ is a hub that contains socioeconomic 

programs. 

Empat pilar program CSR tersebut merupakan pengejawantahan 

dari tujuh subjek inti tanggungjawab sosial sesuai ISO 26000. 

SI Cerdas terdiri dari beragam kegiatan terintegrasi untuk memacu 

kualitas SDM. SI Lestari sebagai wujud komitmen perusahaan 

untuk memastikan keberlanjutan lingkungan mulai dari proses sebelum 

hingga pasca tambang. SI Peduli mendorong peningkatan 

kesejahteraan sosial ekonomi masyarakat, mulai pemberdayaan 

ekonomi, kesehatan, bantuan infrastruktur hingga penanganan 

bencana. SI Prima fokus untuk meningkatkan kualitas riset dan 

pengembangan. 

Alhamdulillah, konsep CSR Semen Indonesia yang bertumpu 

empat pilar tersebut mendapat apresiasi internasional. Semen 

Indonesia berhasil masuk dalam jajaran finalis Asia Sustainability 

Reporting Awards 2015 dalam kategori best community reporting 

yang diselenggarakan oleh CSRWorks International di Eden Hall 

The four pillars of the CSR program is the embodiment of 

the seven core subjects of social responsibility in accordance 

with ISO 26000. SI Cerdas consists of an integrated wide-range 

of activities to boost the quality of human resources. SI Lestari 

is the company’s commitment to ensure the sustainability of 

the environment from prior-mining to post-mining process. SI 

Peduli boosts socio-economic welfare of society, from economic 

empowerment, health care, infrastructure aid, to disaster 

management. SI Prima focuses on improving the quality of 

research and development. 

Alhamdulillah, the concept of Semen Indonesia’ sCSR which 

rests on the four pillars are appreciated internationally. Semen 

Indonesia became one of the finalists of 2015 Asia Sustainability 

Reporting Awards in best community category organized 

by CSRWorks International at Singapore Eden Hall, on January 


Singapura, Kamis, 28 Januari 2016. Keberhasilan ini cukup strategis 

karena tidak saja bermakna sebagai pengakuan tetapi juga 

merupakan upaya mendukung langkah ekspansi perusahaan di 

kawasan Asia. Sekaligus sebagai langkah benchmarking pengelolaan 

CSR tingkat Asia. 

Melalui pilar “SI Cerdas”, Perseroan melanjutkan program sertifikasi 

tukang yang hingga tahun 2015, telah tersertifikasi sekitar 

10.000 tukang. Perseroan juga melanjutkan program KIRANA, 

upaya pembangunan karakter generasi muda, melalui kegiatan 

lomba menyanyi dan cipta lagu anak yang dilaksanakan di 28 kota 

di seluruh Indonesia, untuk menggugah terciptanya lagu anakanak 

yang berkualitas guna mengembalikan kepribadian anak 

Indonesia sesuai dengan perkembangan usianya. 

Perseroan juga memberikan pelatihan Information, Communication, 

and Technology (ICT) bagi seluruh siswa SD, SMP, dan 

SMA agar generasi penerus di sekitar Perseroan melek IT. Selain 

memberi sumbangsih program-program pelatihan peningkatan 

28, 2016. This success is strategic. It is not only recognition but 

also a kind of support for the company’s expansion to Asia. It 

also as the benchmarking steps for management of CSR in Asia 

level. 

Through SI Cerdas’ pillar, the Company continues the certification 

program for handyman which until 2015 has ‘graduated’ 

around 10,000 workers. The Company also continues KIRANA 

program (youth character-building efforts) through kids singing 

and kids songwriting contest held in 28 cities across Indonesia. 

This activity to encourage the creation of good quality kid’s 

song in order to restore the Indonesia children’s personality 

development in accordance with their ages. 

Semen Indonesia also provides Information, Communication, 

and Technology training for all students from elementary, 

junior high school, and senior high school nearby so that the 

next generation will be IT literate. In addition, Semen Indo- 

10 


kompetensi dan pengembangan karakter bagi guru untuk meningkatkan 

kualitas pendidikan. 

Melalui pilar “SI Lestari” Perseroan meningkatkan intensitas program 

“Waste to Zero”, mengembangkan Mangrove Center di Tuban 

sebagai pusat pembelajaran dan program perlindungan keanekaragaman 

hayati, melestarikan habitat bagi berbagai organisme darat 

dan air, serta memperbaiki lingkungan sekitar pantai akibat abrasi, 

sekaligus sebagai ekowisata. Disamping mengembangkan sebagian 

lahan pasca tambang menjadi kebun percobaan dan laboratorium 

hidup yang bermanfaat untuk pembelajaran dan pendidikan serta 

menanamkan kesadaran hijau bagi generasi penerus. 

nesia contributes to training programs to increase the competence 

and character development for teachers to improve 

education quality. 

Through SI Lestari’s pillar, the Company increases the intensity 

of Waste to Zero program, develops Mangrove Center 

in Tuban as a learning center and protection program of 

biodiversity, preserving habitat for many terrestrial organisms 

and water, and improve environment around the coast due to 

abrasion, as well as for ecotourism. Besides developing most 

of post-mining land into experiments gardens and live laboratory 

that are useful for learning and education, it also to create 

awareness of green for the next generation. 


Perseroan juga konsisten meningkatkan intensitas kegiatan 

“Green Belt” di seluruh area tambang dan merealisasikan 

program penghijauan di areal-areal tertentu. Program kelestarian 

lingkungan tersebut di luar program-program lingkungan yang 

berkaitan erat dengan operasional perusahaan sebagaimana 

disinggung sebelumnya. 

Melalui pilar “SI Peduli”, sampai akhir tahun 2014 Perseroan 

telah membina 30.067 pelaku UKM sebagai mitra binaan yang 

menyerap tambahan tenaga kerja mencapai 61.156 orang 

dengan omzet mencapai Rp 1,71 triliun. Semuanya masuk dalam 

Program Kemitraan dan Bina Lingkungan (PKBL) Semen Indonesia. 

Implementasi PKBL ini mengacu aturan perundangan dari 

Kementerian BUMN yaitu Peraturan Menteri Badan Usaha Milik 

Negara : PER-09/MBU/07/2015 tentang Program Kemitraan dan 

Program Bina Lingkungan BUMN yang mulai diberlakukan tanggal 

3 Juli 2015. 

Kepada para pelaku usaha mikro ini, perseroan memberi 

pendampingan menyeluruh dengan konsep one stop service. 

Dimana, setiap mitra binaan, diberi pendampingan penuh. Mulai 

pembiayaan, pelatihan peningkatan kualitas produk, pelatihan 

pemasaran dengan menggandeng Mark Plus, dan pengelolalan 

keuangan. Tak berhenti sampai di situ, perseroan juga turut memfasilitasi 

dan mengurus sertifikat paten dari produk-produk UKM 

Binaan tersebut. 

Perseroan juga memberikan bantuan untuk kepentingan 

pendidikan, olahraga, kesenian, kesehatan, sarana dan prasarana 

umum, serta bantuan untuk bencana alam yang terjadi di tanah air. 

Sementara di Vietnam, Perseroan memberikan bantuan sekolah, 

dan pengobatan siswa sekolah di sekitar lokasi pabrik. (*) 

The Company is also consistent in increasing the intensity 

of the Green Belt activity around all of the mining area and 

realizing the greening program in particular areas. The environmental 

sustainability programs mentioned above are beyond 

the environmental programs that are closely related to the 

company’s operations. 

Through SI Peduli’s pillar, until the end of 2014 the company 

has trained 30,067 SMEs as skilled partners who add 

employment for 61,156 people with a turnover Rp 1.71 trillion. 

All of them are included in the Partnership and Community 

Development Program of Semen Indonesia. Implementation 

of this program refers to the regulations of Ministry of SOEs 

namely Peraturan Menteri Badan Usaha Milik Negara: PER-09/ 

MBU/07/2015 concerning the Partnership and Community 

Development Program in state owned enterprises that came 

into effect on July 3, 2015. 

To micro businesses, the company provides comprehensive 

assistance with one-stop-service concept. Each trained partners 

are given full assistance, from financing, training, improving 

product quality, marketing training in cooperating with 

Mark Plus, to financial management. The company also facilitates 

and takes care of the patent certificate for the products of 

the SMEs assisted. 

The Company also provides assistance for education, 

sports, arts, health, public facilities and infrastructure, as well 

as assistance for natural disasters in Indonesia. Particularly in 

Vietnam, the company provides school and medical assistance 

for students around the plant site. (*) 

12 


Membentengi 

Mitra Binaan 

dengan 

Hak Cipta 

Protecting Partners 

with Copyright 

PEMBAJAKAN masih menjadi momok serius bagi pelaku 

Usaha Kecil Menengah (UKM). Begitu mudah produk-produk orisinal 

yang dihasilkan dijiplak, baik sebagian maupun keseluruhan, 

untuk kemudian diaku pihak lain. Perlindungan terhadap karya dan 

merek di kalangan UKM cukup lemah. Semen Indonesia memberi 

jawaban persoalan ini. 

Melalui program CSR, Semen Indonesia sukses mengurus 

hak paten lima pelaku UKM yang menjadi mitra binaan. Kelima 

pelaku UKM yang telah mengantongi sertifikat paten dan merek 

tersebut adalah Lyena Craft (Bangkalan), Atthaya Batik (Bangkalan), 

Nathania Art Batik (Lasem Rembang), Melati Mekar Mandiri 

(Tuban) dan Kerajinan Tas dan Sepatu R&D (Lamongan). “Semua 

PIRACY remains a serious problem for Small and Medium 

Enterprises (SMEs). It is so easy to copycat the original products, 

in part or in a whole, then to claim them as another party’s belonging. 

The protection of work and brand among SMEs is quite weak. 

So, Semen Indonesia gives solution for this problem. 

Through CSR program, Semen Indonesia successfully takes care 

the patent of five trained partner SMEs. The five SMEs that got 

certificate of trademark and patent are Lyena Craft (Bangkalan), 

Atthaya Batik (Bangkalan), Nathania Art Batik (Lasem, Rembang), 

Melati Mekar Mandiri (Tuban) and R&D Bags and Shoes Craft 

(Lamongan). “We handle completely until they got the certificates 


kita yang urus, sampai sertifikat ada di tangan,” terang Kepala 

Biro Kemitraan Semen Indonesia, Febriwan. 

in their hand,” said Febriwan the Head of Partnership Bureau at 

Semen Indonesia. 

Apa yang dilakukan itu menjadi bagian dari langkah perusahaan 

dalam memberikan layanan penuh (one stop service) kepada 

UKM mitra binaan. Jadi tak sekadar didampingi dan dilepas begitu 

mulai mentas, tapi terus berlanjut sampai pada perlindungan 

produk lewat paten. 

“Selama ini yang menjadi momok bagi industri 

skala kecil kan urusan seperti itu (paten). Ketiadaan 

informasi dan akses membuat jarang yang 

mengurusnya. Padahal, ini menyangkut orisinilitas 

karya dan produk. Karena itu, kami hadir 

memberikan solusi,” ujarnya. 

Kelima mitra binaan di atas memang memiliki 

produk unik dengan orisinalitas tinggi. Sebut 

saja Lyena Craft yang mengolah serat daun agel 

menjadi aneka produk kerajinan bernilai jual, 

antara lain tas, tatakan gelas, dan kotak tisu. 

Guna memperlancar produksi, Herlina, si empunya 

usaha, merekrut para pengungsi Sambas. 

Mereka adalah warga Madura yang menjadi 

korban kerusuhaan Sambas, Kalimantan Barat, 

pada tahun 2000. Para pengungsi itu terusir dari 

bumi Kalimantan sehingga pulang kampung ke 

Bangkalan dengan harta seadanya. 

Ketiadaan 

informasi dan akses 

membuat jarang yang 

mengurusnya. 

Padahal, ini menyangkut 

orisinilitas karya 

dan produk. 

Ketiadaan 

informasi dan akses membuat 

jarang yang mengurusnya. 

Padahal, ini menyangkut o 

risinilitas karya dan produk. 

All that has been done is a part Semen Indonesia’s move to 

provide full one stop service for the trained partner SMEs. So, the 

SMEs were not merely accompanied and then released after they 

began to rise up, but the partnership is continued until product 

protection through patent. 

“So far, the main scourge for the small-scale 

industries is patent matters. The lack of information 

and lack of access makes the SMEs rarely 

care about patent. Whereas, patent issues 

concerns about the originality of works and 

products. Therefore, we are here to provide a 

solution for them,” he said. 

The five partner SMEs above indeed have 

unique products with high originality. Lyena Craft 

processes agel leaf fiber into a variety of handicraft 

products; among other are bags, coasters, 

and tissue paper box. In order to facilitate the 

production, Herlina the owner of the business, 

recruites some Sambas refugees. They are Madurese 

victims of Sambas riot in West Kalimantan 

in 2000. The refugees were expelled from 

Kalimantan to return home to Bangkalan with 

very modest treasures. 

Febriwan mengakui, produk-produk UKM selama ini memang 

rentan pembajakan. Apalagi bila sampai dipasarkan ke 

luar negeri. “Karenanya, untuk sementara ini kita proteksi lewat 

pengurusan paten pada beberapa produk yang dikirim ke luar 

negeri. Contohnya batik, jangan sampai nanti diklaim oleh negeri 

tetangga. Itu yang harus dicegah,” tambahnya. 

Saat ini pihaknya terus mendata produk-produk mitra binaan 

lainnya yang orisinal dan berkualitas untuk mendapatkan sertifikat 

paten dari Dirjen Hak Kekayaan Intelektual (HKI). “Program ini 

terus berjalan. Hanya saja, kami memang harus selektif dengan 

mempertimbangkan banyak hal. Khususnya dari sisi keaslian 

produk,” tandasnya. (*) 

Febriwan said the SMEs products are so far vulnerable to piracy. 

Especially, when the pirated products are marketed overseas. 

“Therefore, we protect them through patent on some products 

that will be shipped overseas. For example, batik. Don’t let the 

batik will be claimed by other countries. It must be protected,” he 

added. 

Today Semen Indonesia continues to track more products of 

SME partners that have originality and high quality to get patent 

certificate from the Directorate General of Intellectual Property 

Rights. “This program continues to roll. However, we still should 

be selective to consider many things. Particularly from the authenticity 

of the product,” he said. (*) 

14 


KATEGORI INSPIRATIF 

Para pelaku UKM ini pernah menjadi bagian dari Mitra Binaan Semen Indonesia. 

Mereka tumbuh bersama dan berkembang sehingga bisa mencapai kemandirian 

seperti sekarang. Kisah merangkai sukses penuh inspirasi. 

From Zero 

to Hero 


HAZAR FALASIFA 

Terpuruk 

dan Bangkit 

Karena 

Bom Bali 

Slumped by 

Bali Bombings? 

No Way! 

TRAGEDI BOM BALI TAHUN 2002 MEMBUAT BISNIS KERAJINAN 

KERAMIK YANG BARU DITEKUNI HAZAR FALASIFA TERPURUK. 

SEMPAT LIMBUNG SESAAT, PEREMPUAN YANG BIASA DISAPA 

VALIS ITU AKHIRNYA MENEMUKAN JALAN SUKSES YANG BARU. 

KINI DIA DIKENAL SEBAGAI BOS R & D LAMONGAN YANG 

MEMPRODUKSI HANDICRAFT DENGAN BAHAN ALAMI. 

BALI BOMBING IN 2002 IS TRAGEDY. THE NEWLY CREATED 

BUSINESS CERAMICS OF HAZAR FALASIFA WAS SUDDENLY 

SLUMPED DOWN. GOT GIDDY MOMENT, SHE FINALLY FOUND 

A SUCCESSFUL NEW WAY. NOW SHE IS THE R & D BOSS IN 

LAMONGAN WHICH PRODUCES HANDICRAFTS WITH NATURAL 

MATERIALS. 

16 


VALIS tak mungkin lupa dengan meledaknya bom di Bali tahun 

2002 yang meremukkan sektor pariwisata di tanah air. Kala itu 

usaha kerajinan keramik yang digeluti bersama sang suami, Dody 

Arymawanto, sedang tumbuh. Sebuah artshop di Tegallalang, Gianyar, 

dia sewa untuk mempermudah pemasaran di Pulau Dewata. 

Tak dinyana, pada 12 Oktober 2002 terjadi ledakan hebat di 

Jalan Legian, Kuta, yang menjadi tempat nongkrong turis asing. 

Tragedi yang mengentakkan dunia itu membawa efek buruk bagi 

perekonomian di Bali. Kunjungan turis merosot drastis, bisnis 

pariwisata pun seolah terlempar ke titik nadir. 

“Pesanan barang akhirnya cancel semua, padahal sebagian 

sudah kita bikin. Ya sudah, bisnis kerajinan keramik itu ambruk. 

Saya benar-benar terpukul,” kata Valis. Hanya, perempuan kelahiran 

Lamongan, 21 Maret 1979, tak ingin 

lama-lama berkubang duka. Peristiwa 

Bom Bali seolah menantangnya 

untuk bangkit lagi. 

VALIS, her common name, never forget the bomb explosion in 

Bali that crushed tourism sector. At that time, the ceramics business 

that she and her husband Dody Arymawanto built was growing well. 

She rented an art shop at Tegallalang, Gianyar, to facilitate the marketing 

of her product in Bali and the world. 

Unexpectedly, on October 12, 2002, a terrific explosion occurred 

at Jalan Legian, Kuta, where foreign tourist used to hangout. 

The tragedy that stamped the world also brings bad effects for the 

economy in Bali. Tourist arrivals dropped drastically, the tourism business 

also slumped down. 

“Orders of goods 

were canceled even 

some of the goods has 

already been made. 

Lantas Valis memilih berjualan 

handicraft berbahan alami dari 

rumah ke rumah. Aneka tas itu dia 

kulak dari beberapa perajin, lantas 

dijual lagi dengan keuntungan 

relatif kecil. Saat 

itu dia memang ingin 

menjaring konsumen 


sebanyak-banyaknya. Di luar dugaan, 

tahun 2003 dia mendapat pesanan 

600 tas. “Padahal saya cuma modal 

album foto, lalu masuk dari toko 

ke toko. Pesanan 600 tas itu saya 

kerjakan selama tiga bulan, setelah 

itu order makin deras mengalir,” 

lanjutnya. 

Merasa sudah punya pasar dan 

paham karakternya, Valis pun memproduksi 

barang sendiri. Apalagi, 

selama berhubungan dengan perajin 

atau penjual pertama, kadang dia 

tidak menemukan kecocokan harga. 

“Dengan modal Rp 5 juta dan dua 

pekerja, tahun 2004 saya mulai membikin 

barang sendiri. Tapi saya masih 

ambil barang dari perajin lain karena 

belum mampu memenuh pesanan 

konsumen,” beber sarjana Administrasi 

Niaga dari Unibraw, Malang, ini. 

Label R & D yang merupakan 

akronim dari ‘rahmat’ dan ‘doa’ 

dipilih, karena Valis percaya rahmat 

akan datang bila kita bekerja keras 

dibarengi doa. Mengusung moto 

‘Natural Exclusive Product’, R & D 

mulai memproduksi tas, sandal, dan 

sepatu. Bahannya mayoritas memanfaatkan 

sumber daya di Lamongan, 

mulai pandan, karung goni, serat 

agel (corypha utan), eceng gondok, 

rotan, dan tempurung kelapa. 

“Produk saya lebih condong ke 

fashion, khususnya untuk perempuan. 

Sebab bahannya alami,” ujar dia. Desain 

menarik, dikerjakan tangan-tangan 

terampil (handmade), dan bahan 

ramah lingkungan membuat produk 

R & D gampang diterima konsumen 

Well, our ceramic crafts business collapsed. 

I was really hit hard,” said Valis. 

However, the Lamongan-born woman 

did not want to stay long wallowing 

in grief. The Bali bombing challenges 

her to get up again. Valis then sells 

natural-made handicrafts door-to-door. 

She bought various bags from several 

artisans, and then sold them again with 

a relatively small profit. 

At that time, her initial goal was to 

capture consumer as much as possible. 

Unexpectedly, in 2003 she received 

order for 600 bags. “My only capital 

was just a photo album and going from 

store to store. So, I served the 600 

bags orders in three months. After that, 

other orders are flowing,” she said. 

Getting more orders, but sometimes 

she didn’t find acceptable price with 

the craftsmen or the first seller, Valis 

then produced her own goods. “With a 

capital of Rp 5 million and two workers, 

in 2004 I started to make my own stuff. 

At the same time, I still take some stuff 

from other crafters when I can’t meet 

customer orders,” said Valis, a bachelor 

of Business Administration from 

Brawijaya University, Malang. 

Her craft business office is at Jalan 

Sunan Kalijogo 120, Lamongan. Label 

R & D is an acronym of ‘Rahmat’ (grace) 

and ‘Doa’ (prayer). It is chosen because 

the belief that grace will come when we 

work hard accompanied with prayer. 

Carrying ‘Natural Exclusive Product’ 

motto, R & D began producing bags, 

sandals, and boots. Most of the materi- 

18 


anyar. Tak ayal, dalam setahun jumlah 

pekerjanya naik jadi 10 orang. 

Pasar makin menganga setelah 

bisnis kerajinan yang berkantor di 

Jalan Sunan Kalijogo 120, Lamongan, 

ini menjadi mitra binaan Semen 

Indonesia di tahun 2005. Pameran di 

berbagai daerah kian sering diikuti, 

termasuk di luar negeri seperti Jordania, 

China, Singapura, dan Malaysia. 

“Dari Semen Indonesia saya dapat 

pinjaman modal tiga kali . Pertama Rp 

6 juta, saya gunakan untuk membeli 

mesin jahit karena pesanan makin 

banyak. Yang kedua Rp 12 juta, dan 

terakhir tahun 2015 sebanyak Rp 25 

juta,” ungkap ibu satu anak ini. 

Bagi Valis, ada yang lebih penting 

daripada fasilitas kredit bunga 

ringan yang dia dapat dari Semen 

Indonesia. Yaitu hubungan baik 

dengan perusahaan besar, dan itu 

memungkinkan dirinya membuat 

jaringan pasar yang lebih luas. Terbukti, 

selama jadi mitra binaan Semen 

Indonesia, R & D kerap diajak 

pameran ke berbagai kota besar. 

Alhasil produk-produknya pun 

menyebar ke Jakarta, Jogjakarta, Bali, 

Kalimantan, Sulawesi, hingga NTB 

dan NTT. Bahkan, saat pameran di Jakarta, 

R & D berhasil menggaet buyer 

dari Saudi Arabia. Ekspor ke kawasan 

timur tengah itu berjalan sejak 2006 

sampai sekarang. “Sekali PO (preorder) 

bisa sampai satu kontainer 20 

feet atau 40 feet. Mereka pesan tas 

saja. Nilainya sekitar Rp 200 juta sampai 

Rp 300 juta, kalau 40 feet ya bisa 

Rp 400 juta lebih,” sebut Valis. 

als are natural resources in Lamongan, 

such as; pandanus, jute sacks, Agel 

(Corypha utan) fiber, water hyacinth, 

rattan and coconut shell. “My products 

tend more to fashion, especially 

for women. I took the materials from 

nature,” she said. 

Attractive design, skillfully handmade, 

and environment-friendly materials 

make the R & D products easier to 

accept by new consumers. Needless 

to say, within a year the number of her 

employees rose to 10 people. 

Markets increasingly open after R & 

D joined as trained partners of Semen 

Indonesia in 2005. R & D often takes 

part in regional, national, and international 

exhibitions. In foreign countries 

exhibition, R & D products were 

displayed at Jordan, China, Singapore, 

and Malaysia. 

“From Semen Indonesia, I get capital 

loan three times. The first one was Rp 

6 million and I used it to buy a sewing 

machine to handle more and more 

orders. The second was Rp 12 million, 

and the last in 2015 was Rp 25 million,” 

said Valis, the mother of one child. 

For her, there’s something more 

important than just a low interest rate 

credit facilities from Semen Indonesia. 

The good relationship with a great company 

enables her to make wider market 

network. Evidently, R & D is often invited 

to exhibition in various major cities 

as the partners of Semen Indonesia. 

As a result, R & D products spread 

to Jakarta, Yogyakarta, Bali, Kaliman- 


Desain menarik, 

dikerjakan tangantangan 

terampil 

(handmade), dan 

bahan ramah lingkungan 

membuat 

produk R & D 

gampang diterima 

konsumen anyar. 

Sekarang R & D 

telah menjelma jadi 

perusahaan yang mapan 

dan mandiri. Dengan 

total pekerja 60 orang, 

sebagian besar berstatus 

mitra kerja yang 

menggarap order secara 

borongan, omzet usaha 

kerajinan ini menyentuh 

Rp 150 juta tiap bulan. 

Angka itu, diakui Valis, 

“Di luar penjualan saat 

pameran atau ekspor ke 

Arab Saudi.” 

R & D sengaja 

melempar produk ke 

pasaran dengan harga 

beragam. Tujuannya 

agar seluruh segmen 

bisa tersentuh. Misalnya tas berbahan pandan atau eceng gondok 

dijual dari Rp 20 ribu sampai Rp 500 ribu, sepatu karung goni Rp 

40 ribu, sandal kayu rata-rata Rp 100 ribu. Paling mahal tas rotan 

kombinasi kulit yang dibanderol Rp 400 ribu sampai Rp 500 ribu. 

“Segmennya memang khusus,” ujar Valis yang mendesain sendiri 

sebagian besar produk kerajinannya. 

Beberapa tokoh populer yang jadi langganan produk R & D 

antara lain Nina Soekarwo, istri Gubernur Jatim Soekarwo, lalu Fatma 

Saifullah Yusuf, istri Wakil Gubernur Jatim Saifullah Yusuf, serta 

Inggrid Kansil yang tak lain istri mantan Menteri Koperasi Syarif 

Hasan. Asal dikelola dengan bagus dan selalu mengikuti tren, Valis 

yakin usaha kerajinan berbahan alami ini masih bisa berkembang. 

R & D sendiri terus meluaskan cakupan pasarnya dengan cara 

memaksimalkan promosi. Baik melalui getok tular, pameran, serta 

memanfaatkan media sosial seperti facebook, line, instagram, 

maupun website. “Suatu saat saya ingin memiliki gerai di sejumlah 

kota, biar produk R & D makin dikenal. Entah pakai sistem 

franchise atau apa,” tutur peraih pengharagaan Wirausaha Muda 

Terbaik Jatim 2008 dan Produk Primaniaga Potensi Ekspor 2005 

dari Menteri Perdagangan RI ini. (*) 

tan, Sulawesi, West Nusatenggara and East Nusatenggara. During 

an exhibition in Jakarta, R & D got some buyers from Saudi Arabia. 

Exports to the Middle East run from 2006 to the present. “The 

pre-order can be up to one container of 20 feet or 40 feet. They 

only order bags. The value of 20 feet container is approximately Rp 

200 million to Rp 300 million, and for 40 feet is more than Rp 400 

million,” said Valis. 

Currently, R & D has been transformed to be a well established 

and independent enterprise. R & D has total 60 employee, most of 

them are working partners on contract. The craft business gets turnover 

Rp 150 million per month. “That figure beyond the sale during 

exhibitions or export to Saudi Arabia,” said Valis. 

R & D deliberately throw the product to market at various prices. 

The goal is to reach the entire segment of market. For example, bags 

made from pandan or water hyacinth can be sold from Rp 20 thousand 

to Rp 500 thousand, gunny sacks shoes is about Rp 40 thousand, 

wooden sandals is of Rp 100 thousand in average. The most 

expensive is combinations of rattan and leather bag which cost Rp 

400 thousand to Rp 500 thousand. “The segment is really special,” 

said Valis who designs most of the craft products. 

Some popular figures who became a loyal consumer among 

others are Nina Soekarwo the wife of East Java Governor Soekarwo, 

and Fatma Saifullah Yusuf the wife of the East Java Deputy Governor 

Saifullah Yusuf, and Ingrid Kansil the wife of former Minister of Cooperatives 

Syarif Hasan. 

R & D continues to expand market coverage by maximizing 

promotion. Either through word of mouth, exhibitions, as well as 

utilizing social media such as Facebook, online, Instagram, and 

website. “Sure, I want to have outlets in several cities one day. It can 

be in franchise or other system. More outlets make R & D products 

increasingly known,” said the winner of 2008 East Java Best Young 

Entrepreneur Awards and 2005 Export Potential Prime Products from 

Minister of Trade.(*) 

Attractive design, skillfully handmade, 

and environment-friendly materials make the R & D 

products easier to accept by new consumers. 

20 


R&D 

Pemilik : Hazar Falasifa (Valis)-Dody Arymawanto 

Produk : Handicraft 

Showroom/workshop : Jl Sunan Kalijogo 120 Lamongan 

Jumlah Pekerja: 60 orang 

Omzet : Rp 150 juta perbulan 

Gabung Semen Indonesia: 2005 

Email : valishandicraft@yahoo.co.id 

FB : Handicraft Valis Lamongan 

HP : 081 2311 9035 

Owner : Hazar Falasifa (Valis) - Dody Arymawanto 

Product : Handicraft 

Showroom/workshop : Jl Sunan Kalijogo 120 Lamongan 

Number of Workers : 60 people 

Turnover : Rp 150 million per month 

Join in Semen Indonesia partnership : 2005 

Email : valishandicraft@yahoo.co.id 

Facebook : Handicraft Valis Lamongan 

Mobile phone : 081 2311 9035 


WIDAYANTI 

Modal Nekat 

Berujung Nikmat 

Strong Determination as 

Initial Capital 

22 


MULANYA SEKADAR MENGEPUL 

DAN MEMASARKAN PAKAIAN DARI 

SEJUMLAH RUMAH KONFEKSI, 

WIDAYANTI AKHIRNYA NEKAT 

MEMBANGUN USAHA SENDIRI. DIA 

FOKUS MEMPRODUKSI BUSANA 

MUSLIM ANAK-ANAK HINGGA DE- 

WASA. KEUNGGULAN PRODUKNYA 

TERLETAK PADA DESAIN YANG 

SELALU GRES. 

Sekarang ini 

dalam sebulan kami 

mampu memproduksi 1.000 

setel pakaian, dengan desain 

yang selalu berganti.” 

AT FIRST, WIDAYANTI MERELY COL- 

LECTS AND SELLS CLOTHES FROM 

A NUMBER OF SEAMSTRESSES. 

THEN, SHE IS DETERMINED TO 

BUILD HER OWN PRODUCTION 

BUSINESS. SHE IS FOCUSED ON 

PRODUCING MUSLIM FASHION 

FOR KIDS TO ADULTS. HER PROD- 

UCTS PRIMACY LIES IN THE DE- 

SIGN OF WHICH IS ALWAYS NEW. 

‘BONDO NEKAT ASAL SELA- 

MAT,’ begitu prinsip yang dipegang 

Widayanti saat merintis usaha konfeksi. 

Akronim ‘kalimat sakti’ itulah 

yang akhirnya dijadikan label busana 

muslim yang dia produksi; Bonassa. 

Dibilang nekat karena perempuan 

kelahiran Gresik ini tidak memiliki 

basic khusus di bidang jahit-menjahit 

atau fashion, selain sekadar memasarkan 

pakaian jadi ke toko-toko. 

Namun, minimnya pengalaman 

tersebut tak membuatnya surut 

langkah. Sembari mencari dan 

memasarkan, Widayanti mencoba 

mempelajari dan memahami seluk 

beluk dunia konfeksi. Perempuan 

kelahiran Gresik ini menjadi pengepul 

pakaian sejak 1998. Wilayah 

pemasarannya mencakup hampir 

seluruh kota di Jatim. 

Dua tahun menjadi pengepul, 

Widayanti mulai memahami sistem, 

model dan cara kerja industri konfeksi. 

Dia pun melihat peluang dari 

banyaknya permintaan dan jaringan 

pasar yang sudah dimiliki. Dengan 

“Right now, within a month, Bonassa is 

able to produce 1,000 sets of clothes, 

with always a new design.” 

‘BONDO NEKAT ASAL SELAMAT’ 

or ‘capitalizing strong determination 

in order to survive’ is the principles 

held by Widayanti when she began 

her seamstress business. So, Bonassa, 

the acronym of her mantra, is 

made to be her Muslim fashion label. 

Well, it was arguably strong determination 

as her only capital because 

she did not have any specialized basic 

in sewing or fashion. Her only skill 

is marketing apparel from seamstress 

to stores. 

However, the lack of sewing experience 

did not make her back away. 

While collecting and selling clothes, 

Yanti was trying to learn and then to 

understand the ins-and-outs of garment 

business. So, the Gresik-bornbusinesswoman 

collects apparel 

since 1998 with coverage marketing 

area almost the entire of East Java. 

After two years in collecting and 

selling business, Widayanti began to 

understand the system, the model 

and the work of apparel industry. 

She also sees some opportunities 

from the many networks she already 


modal pas-pasan dan dukungan suami, Supriyanto, perempuan 

yang akrab dipanggil Yanti ini lantas membuka usaha konfeksi 

sendiri. “Tapi saya tetap jadi pengepul. Soalnya pasar saya kan 

banyak, tidak sebanding dengan usaha yang baru saya rintis,” 

katanya. 

Memulai usaha tahun 2010, saat itu dia hanya bermodal satu 

set peralatan konfeksi mulai mesin jahit, obras, pemasang kancing, 

dan mesin potong, plus tiga orang pekerja. “Saat itu omzet 

kita sebulan hanya Rp 10 juta. Saya pasarkan ke Jombang, Krian, 

Babat, Lamongan, Bojonegoro dan Gresik. Hampir setiap hari saya 

keluar kota untuk memasarkan pakaian. Kali ini lebih bersemangat 

karena memasakan produk sendiri,” ceritanya. 

Merek Bonassa langsung dilekatkan pada baju-baju buatannya. 

Menurut Yanti, Bonassa menggambarkan prinsip dan sumber 

semangatnya saat memulai usaha. Agar lebih cepat maju, tahun 

owned. So, with very low fresh capital but with big support from 

Supriyanto her husband, she opened her own seamstress business. 

“But, I remain collect and sell clothes. My apparel market 

is bigger than my new and small seamstress can produce,” said 

Yanti. 

Starting her own production in 2000, Yanti just has a set of 

seamstress equipment (sewing machine, obras machine, mounting 

studs, and cutting machine) plus three workers. “At that time, my 

business turnover was only Rp 10 million a month. I sold my apparel 

to Jombang, Krian, Babat, Lamongan, Bojonegoro and Gresik. 

Almost every day, I got out of town to market clothes. However, I 

felt more excited because I market my own products,” she said. 

Bonassa brand is directly attached to her homemade clothes. 

According to Yanti, ‘Bonassa’ describes the principle and the 

source of spirit when she started up her business. 

24 


2003 dia bergabung menjadi mitra binaan Semen Indonesia. 

Pinjaman modal usaha Rp 20 juta segera dia kantongi. “Untuk beli 

mesin dan bahan-bahan konfeksi. Berkat bantuan itu saya mampu 

meningkatkan volume produksi,” akunya. 

Dari semula memproduksi pakaian anak-anak, Yanti kemudian 

merambah pasar pakaian dewasa. Berbeda dengan usaha konfeksi 

lain, Bonassa Collection fokus memproduksi busana muslim. Mulai 

gamis, baju takwa, baju muslim untuk anak-anak, hingga setelan 

baju muslim dewasa. Saat ini 

Bonassa menjadi pemasok tetap seragam santri Pondok 

Pesantren Gontor, dari Gontor 1 hingga Gontor 7, yang berada 

di Kendari, Sulawesi Tenggara. “Alhamdulillah, sekali kirim bisa 

mencapai 100 setel pakaian. Itu hanya untuk satu pondok,” ungkapnya. 

In order to grow more rapidly, in 2003 she joined in Semen 

Indonesia partnership. She got capital loan of Rp 20 million immediately. 

“I used the money to buy more machineries and materials. 

From the loans, I was able to increase the volume of production,” 

she admitted. 

Initially only producing kid’s clothes, then Yanti penetrated the 

adult clothing market. In contrast to other seamstress business, 

Bonassa Collection focuses on producing Muslim fashion. She 

makes robe, Muslim clothes for kids, Muslim suit and dress for 

adults. 

Currently, Bonassa supplies uniforms for Gontor Boarding 

Schools, from Gontor 1 in Ponorogo (East Java) to Gontor 7 in 

Kendari (Southeast Sulawesi). “Alhamdulillah, in a package, I can 

send up to 100 set of clothes. It was only for a boarding school of 

seven,” he said. 


BERSAMA SEMEN INDONESIA 25

Desain selalu baru dan pemilihan warna cerah membuat pakaian 

produksi Bonassa banyak disuka pembeli. Untuk satu kali 

produksi, Yanti sengaja hanya menggunakan satu desain. Dalam 

sebulan setidaknya dia dapat membuat lima sampai enam desain 

baju. “Desainnya kita buat sendiri, kita sesuaikan dengan tren 

terbaru,” tukasnya. 

Kini Yanti mulai menikmati hasil kerja kerasnya. Dari yang hanya 

beromzet Rp 10 juta dengan tiga karyawan, kini omzet usahanya 

melejit hingga Rp 120 juta tiap bulan. Selain itu, 20 orang terlibat 

dalam usahanya, baik sebagai karyawan atau mitra. Karena keterbatasan 

tempat, Yanti sengaja mengembangkan pola kemitraan. 

“Mereka kita belikan mesin jahit untuk mengerjakan order dari 

Bonassa. Dengan begitu mereka bisa kerja di rumah masing-masing,” 

kata perempuan kelahiran 30 Desember 1974 ini. 

Design that always new and selection of bright color make Bonassa 

production is much preferred by the buyer. For one production, 

Yanti uses only one design. Within a month, she can make at 

least five to six designs. “I make the design in accordance to the 

latest trends and market’s demand,” she said. 

Yanti now enjoys the results of her hard work. From turnover 

only Rp 10 million with three employees, now her business’s 

turnover soars to Rp 120 million each month and 20 people as 

employees or partners. Due to limited working space, Yanti develops 

partnership with her employees. “I buy sewing machines for 

them to work on orders from Bonassa. So, they can work at their 

own home,” said the businesswoman who was born in December 

30, 1974. 

Belakangan Bonassa pun membuka cabang di Jombang. Yanti 

beralasan, ekspansi ini dilakukan agar lebih dekat dengan pasar. 

Di samping itu, UMK (upah minimum kabupaten/kota) di Jombang 

26 

UKM INDONESIA TUMBUH DAN MAJU BERSAMA SEMEN INDONESIA 

Bonassa also opens a seamstress business branch in Jombang. 

The expansion is in order to be closer to the market. In addition, 

the minimum wage rule in Jombang is lower than in Gresik. “Right

lebih rendah ketimbang Gresik. “Sekarang ini dalam sebulan kami 

mampu memproduksi 1.000 setel pakaian, dengan desain yang 

selalu berganti. Biasanya satu desain hanya kami produksi sebanyak 

200 setel,” tutur pengusaha yang baru saja membeli mesin 

bordir dari China ini. 

Mimpi perempuan kelahiran 30 Desember 1974 ini terus berlanjut. 

Ke depan dia ingin mempunyai stan di pusat grosir agar 

cakupan pasarnya semakin luas. “Kemarin ada yang nawari di PGS 

(Pusat Grosir Surabaya), mudah-mudahan segera bisa ditempati,” 

harapnya. (*) 

now, within a month, Bonassa is able to produce 1,000 sets of 

clothes, with always a new design. Usually, I only produce as much 

as 200 set for a design,” said Yanti, who had just bought embroidery 

machine from China. 

Her dream continues. In the future, she would like to have 

booth at a wholesale center in order to have more extensive 

market coverage. “Somebody has offered me a booth at Pusat 

Grosir Surabaya (Surabaya Wholesale Center), hopefully it can be 

occupied soon,” she hoped. (*) 

BONASSA COLLECTION 

Pemilik: Widayanti 

Workshop : Jl RA Kartini 1C No 3A, 

Kelurahan Telogopatut, Gresik 

Jumlah Pekerja : 20 orang 

Omzet : Rp 120 juta per bulan 

Gabung Semen Indonesia : 2003 

HP : 081330476208 

Owner : Widayanti 

Workshop : Jl RA Kartini 1C No. 3A, 

Telogopatut, Gresik 

Number of Workers : 20 



Mobile phone : 081330476208 


HAJI 

THOIFUL 

CHOIR 

Sarung Al Barokah 

Melayang ke Timur Tengah 

AL BAROKAH SARONG FLIES TO MIDDLE EAST 

TAK HANYA PASAR YANG MAKIN MENYEMPIT, PERAJIN 

SARUNG TENUN JUGA HARUS TANGGUH MENGHA- 

DAPI SERBUAN PEMODAL BESAR. KEJELIAN MELIHAT 

PELUANG DAN KREATIVITAS DIPERLUKAN AGAR BISA 

BERTAHAN. DAN THOIFUL CHOIR LEBIH SUKA 

‘BERMAIN’ DI PASAR EKSPOR. 

H THOIFUL CHOIR merupakan 

generasi ketiga penerus usaha sarung 

tenun di Dusun Jambu, Desa 

Semampir, Kecamatan Cerme, 

Kabupaten Gresik. Sama seperti 

warga kebanyakan, usaha ini 

ditekuni secara turun temurun 

sejak puluhan tahun lalu. 

“Alhamdulillah, saya ini 

termasuk generasi ketiga 

yang masih eksis sampai 

sekarang,” ungkap 

Thoiful, lantas 

menjelaskan usaha 

rumahan ini dirintis 

sejak 1967 silam. 

Awalnya dia 

masih membantu 

usaha orangtuanya. 

Pada 1995, 

NOT ONLY MARKET GETTING NAR- 

ROWED, WOVEN SARONG TRADI- 

TIONAL ARTISANS MUST ALSO BE 

RESILIENT TO FACE THE LARGE 

INVESTOR’S INVASION. IN ORDER 

JUST TO SURVIVE, THE FORESIGHT 

TO SEE OPPORTUNITIES AND 

GREAT CREATIVITY ARE NEEDED. 

SO, HAJ THOIFUL CHOIR PREFERS 

TO PLAY IN EXPORT MARKET. 

THOIFUL CHOIR is the thirdgeneration 

successor of woven 

sarong business in Dusun 

Jambu, Semampir Village, District 

Cerme, Gresik. Just like 

most of the residents there, 

the sarong business has been 

run for generations since many 

years ago. “Thank God, I am 

the third generations that still 

exist until now,” said Thoiful, 

explaining his home business 

since 1967. 

Initially, he just helped his parents 

business. In 1995, the alumni 

of Pesantren Darul Ulum Jombang 

28 


alumni Pondok Pesantren Darul Ulum Jombang ini kemudian 

membuka usaha sendiri. Saat itu dia diberi 30 alat tenun bukan 

mesin (ATBM) oleh sang mertua. Sebagai pembeda, dia menamai 

usahanya Al Barokah. “Ya biar lancar dan dapat barokah,” ujarnya 

memberi alasan. 

Thoiful lalu melepaskan status pegawai honorer di Pemkab 

Gresik yang sudah beberapa tahun dijalani. Keputusan yang tepat, 

karena dia bisa lebih fokus mengurus usaha baru yang dikelola 

bersama sang istri, Hj Ismiftahkhal Izzah. 

Berbeda dengan pelaku usaha sejenis lainnya, Thoiful fokus 

menggarap pasar ekspor. Khususnya wilayah Arab Saudi dan 

negara-negara timur tengah lainnya. Alasannya, selain sudah memiliki 

jaringan, motif maupun corak yang diminta juga tak terlalu 

opened his own business. At that time, he was given 30 handloom 

machines by his parent in-laws. Then, he named his business Al 

Barokah. “Barokah means endowment. So, I hope my business be 

blessed and run smoothly,” he explained. 

Thoiful then resigned from temporary employee status in Gresik 

regency governmental office. It was a right decision, because he 

can focus more on taking care of his new business managed with 

his wife Hj Ismiftahkhal Izzah. 

In contrast to other similar businesses, Thoiful focus on the 

export market. Especially in Saudi Arabia and other Middle East 

countries. The reason, among others, is he already has a network. 

And, the motifs and patterns requested by Middle East consumer 


njelimet. “Kalau pasar sana nggak terlalu pilihpilih 

motif. Yang penting soft, nggak nyolok,” 

terangnya. 

Pilihan menggarap pasar ekspor itu bisa 

dibilang cukup berani. Sebab, sebelumnya 

banyak pelaku usaha pembuatan sarung yang 

tumbang akibat dikibuli rekanan di luar negeri. 

Barang sudah dikirim tapi uang tak dibayar. 

“Atau diberi BG (bilyet giro) tapi nggak ada 

isinya alias blong. Saya beberapa kali mengalami 

pengalaman pahit seperti itu,” aku dia. 

Berbekal pengalaman pahit tersebut, Thoiful 

putar otak agar produknya bisa sampai 

ke tempat tujuan dan pembayarannya pun 

aman. Sampai akhirnya dia menemukan model 

kemitraan dengan para distributor di Surabaya. 

Jadi, Thoiful hanya fokus pada produksi. 

Semua bahan, mulai benang dan kain, telah disiapkan 

pihak distributor. “Saya hanya siapkan 

alat tenun dan karyawannya. Sedang benang 

dan bahan lainnya dari mereka. Saya hanya 

terima ongkos produksi,” paparnya. 

Kendati marginnya turun, namun pola ini 

cukup menguntungkan kedua belah pihak. 

Keuntungan yang kecil bisa ditutup dengan 

volume pemesanan yang besar. Selain itu, 

dia tak lagi was-was produknya tidak dibayar. Pola kerja sama ini 

membuat Al Barokah makin besar. Karyawan yang awalnya hanya 

30 orang membengkak jadi 350 orang. Waktu itu pihaknya sampai 

kewalahan melayani pesanan. Bahkan, rekanan kerjanya sampai 

menitipkan uang lebih dulu. 

Membangun 

kepercayaan itu 

sulit dan butuh 

waktu lama. Apalagi 

ini menyangkut 

kualitas, karena itu 

jangan sampai kita 

mengecewakan 

konsumen.” 

“Building trust is difficult 

and takes a long time. 

Especially, it concerns to 

the quality. Don’t let the 

consumer disappointed,” 

are not too meticulous. “Middle East market 

is not too picky on motifs. They like soft color, 

do not like striking color,” he explained. 

His choice to work on export market is 

quite risky. Why? Some other sarong businesses 

have already collapsed due to cheating 

partner abroad. They have already sent the 

sarongs, but never got the paid money. “Or, 

if giro slips were given, there’s no money out 

there. I also have some bitter experiences like 

that,” he said. 

Knowing such bitter experience, Thoiful 

was thinking out loud to make his products 

get to the destination and the payment is 

secure. Then, he found a model of partnership 

with distributors in Surabaya. So, Thoiful 

only focus on production. All materials, from 

yarn and fabric, have been supplied by the 

distributors. “I just take care of the loom and 

workforce. Yarn and other materials are from 

them. Then, I get payment for the cost of 

production,” he explained. 

Although his profit margins fells, this 

partnership is quite beneficial for both parties. 

The small profit can be covered by large orders. 

Moreover, he was no longer wary that his 

products go unpaid. This partnership pattern makes Al Barokah 

bigger. Orders came so great that made Al Barokah overwhelmed. 

Even, his partner deposited money first to him to ensure the business. 

So, Thoiful hired more employees. At first Al Barokah had 

only 30 employees, now it hires 350. 

Salah satu keunggulan sarung tenun Al Barokah adalah kualitas, 

baik bahan maupun hasil akhirnya. Thoiful turun langsung mengawasi 

proses produksi tahap demi tahap. “Membangun kepercayaan 

itu sulit dan butuh waktu lama. Apalagi ini menyangkut 

kualitas, karena itu jangan sampai kita mengecewakan konsumen,” 

ingatnya. Selain itu, Thoiful juga memberi kelonggaran pada 

distributor untuk memberi label tersendiri. “Saya kasih kosongan 

(tanpa merek). Terserah mereka mau kasih merek apa,” cetusnya. 

One of the advantages of sarong Al Barokah is quality both in 

material and in end result. Thoiful directly oversees the production 

process step by step. “Building trust is difficult and takes a long 

time. Especially, it concerns to the quality. Don’t let the consumer 

disappointed,” he said. In addition, Thoiful also let the distributors 

to give their own label. “I send sarong with no brand. It’s up to 

them to brand the sarongs,” he said. 

30 


Sarung tenuh produksi Al Barokah masuk kategori premium. 

Satu kodi berharga Rp 7 juta. Kadang, dia juga menerima order 

super premium dengan harga Rp 2 juta ke atas. Berkat usahanya 

ini, Thoiful dan istri sudah dua kali menunaikan ibadah haji yakni 

pada 2001 dan 2007 lalu. Bahkan, tahun 2017 nanti, dia berencana 

pergi ke tanah suci untuk kali ketiga. Anak semata wayangnya 

akan diajak serta. 

Thoiful bergabung menjadi mitra binaan Semen Indonesia pada 

tahun 2009. Setahun kemudian dia menyabet juara I Semen Gresik 

UKM Award 2010 kategori Pertumbuhan Penyerapan Tenaga 

Kerja. Atas prestasinya itu dia diajak Semen Indonesia pameran 

ke Dubai. Sepulang dari sana, Thoiful pun berbagi ilmu dengan 

kalangan UKM di Sumatera. Belum lagi, dia kerap difasilitasi Semen 

Indonesia untuk berinteraksi dengan kalangan media. “Efeknya 

terasa banget. Order terus mengalir, terutama dari pasar lokal yang 

selama itu memang belum tergarap maksimal,” tuturnya. 

Safari ke berbagai daerah untuk berbagi ilmu terus dilakukan 

Woven sarong by Al Barokah is in premium category. A kodi of 

20 pieces is worth Rp 7 million. Sometimes, he also received order 

super-premium and more expensive. Thanks to sarong business, 

Thoiful and his wife had pilgrimage twice in 2001 and in 2007. In 

2017, he planned to go to the holy land for the three times. They 

will take along their only child to Mecca. 

Thoiful joined Semen Indonesia partnership in 2009. A year 

later, he got 2010 Semen Gresik SME Award on Manpower Absorption 

Growth category. For his achievement, he was invited by 

Semen Indonesia for an exhibition in Dubai. Returning from there, 

Thoiful shared knowledge with SMEs in Sumatra. He often facilitates 

Semen Indonesia to interact with mass media. “The effect is 

real. Orders flow continuously, especially from local market that for 

long goes unpenetrated,” he said. 

Until now, Thoiful keeps on touring to various regions to share 


AL BAROKAH 

Pemilik : Thoiful Choir 

Alamat : Dusun Jambu RT 01/RW 01, 

Desa Semampir, Kecamatan 

Cerme, Gresik 




HP : 082 234 908 984, 085 733 847 666 

Owner : Thoiful Choir 

Address : Dusun Jambu RT 01/RW 01, 

Desa Semampir, Kecamatan 

Cerme, Gresik 


Number of workers : 350 


Mobile phone : 082234908984, 085733847666 

Thoiful sampai sekarang. Dia diminta tim Bina Lingkungan Pabrik 

Tuban dan Rembang untuk memberi pelatihan pada warga sekitar 

pabrik. “Ilmu itu semakin kita bagi bukannya berkurang, tapi 

malah bertambah. Baik ilmu maupun rezekinya,” yakinnya. 

Kesempatan bertatap muka dengan sebanyak mungkin pelaku 

usaha juga dimanfaatkan untuk menjalin jaringan pemasaran. 

Kendati zaman sudah sedemikain canggih, untuk urusan pemasaran, 

Thoiful tetap lebih sreg dengan pola lama. Sejauh ini dia belum 

tertarik untuk menawarkan produknya lewat jaringan online. 

“Trauma melihat banyak teman saya yang tertipu. Barang sudah 

dikirim tapi nggak juga dibayar. Mending tatap muka langsung, 

kita tahu orangnya dan pembeli juga bisa tahu langsung kualitas 

barangnya,” pungkasnya. (*) 

his knowledge. He is asked the Community Development teams at 

Semen Indonesia Rembang Plant and Tuban Plant to provide training 

to the residents around the plant. “Knowledge is, the more we 

share, the more it increases. Never vanish, but increase. Increasing 

the knowledge, increasing the sustenance,” he said. 

Having time to face directly with so many businessesmen is 

also used to establish a marketing network. Although times have 

advanced so fast and modern, for marketing, Thoiful remain feels 

more comfortable with the old model. So far, he has not been 

interested in offering products via online. “It is traumatic when I see 

many of my friends were fooled by someone in Internet. They have 

sent goods, but never get the payment. So, I prefer face-to-face 

marketing to online marketing. I know the buyer, and the buyer 

know me and know directly the quality of my products,” he said. (*) 

32 


RIRIN 

SP 

Jadikan Makanan Olahan 

sebagai Mesin Uang 

PROCESSED FOOD AS MONEY MACHINE 

TAK PERNAH TERBAYANG BAGI RIRIN UNTUK MEMILIKI USAHA 

SENDIRI. USAI MENGGONDOL GELAR SARJANA PERTANIAN 

(SP) DARI UNIVERSITAS NEGERI SEBELAS MARET (UNS) SOLO, 

DIA BEKERJA DI SEBUAH PERUSAHAAN MAPAN. NAMUN JA- 

LAN SUKSESNYA JUSTRU DI USAHA MAKANAN OLAHAN YANG 

DITEKUNI BERSAMA SUAMI. 

SHE NEVER IMAGINES TO HAVE HER OWN BUSINESS. TAKING 

A BACHELOR DEGREE OF AGRICULTURE FROM THE UNIVER- 

SITAS NEGERI SEBELAS MARET IN SOLO, SHE WORKED AT A 

WELL-ESTABLISHED COMPANY IN PASURUAN. HOWEVER, THE 

ROAD TO SUCCESS IS PROCESSED FOODS BUSINESS WITH 

HER HUSBAND. 



SUKSES, bagi Ririn, adalah gabungan dari kerja keras dan 

kesabaran. Semua sudah dirasakan dan dibuktikan sendiri ketika 

melahirkan dan membesarkan UD Family Food. Perusahaan yang 

bergerak di bidang makanan olahan hasil laut (Indonesia Dim 

Sum) ini menjelma menjadi mesin uang bagi Ririn bersama suami 

dan tiga anaknya. Dalam setahun, usaha rumahan ini mampu 

membukukan omzet Rp 1 miliar lebih. 

Jalan panjang dilalui Ririn sehingga bisa membesarkan 

usaha sampai seperti sekarang. Cerita bermula 

saat dia diprotes sang suami akibat terlalu 

sibuk di perusahaan tempatnya bekerja. 

Waktu itu, di awal tahun 2000-an, Ririn 

dipercaya penuh mengelola pabrik pengolah 

makanan hasil laut di kawasan 

Pasuruan. Pasar ekspor yang dibidik 

membuatnya harus mencurahkan 

waktu dan pikiran ke perusahaan. 

Setiap hari, dari rumahnya di Tenaru, 

Driyorejo, Gresik, Ririn harus menempuh 

perjalan darat puluhan kilometer. 

Berangkat sebelum subuh dan pulang 

paling cepat pukul 22.00 WIB malam. 

“Lama kelamaan, suami saya protes. 

Soalnya waktu buat keluarga hampir tak 

ada. Padahal, dua buah hati kami waktu itu 

juga butuh perhatian penuh dari saya selaku 

ibunya,” kisahnya. 

Sang suami, Ali Usman, tegas meminta dia keluar dari 

perusahaan. Tak mudah bagi Ririn untuk meluluskan permintaan 

tersebut. Apalagi kondisi keuangan keluarga saat itu belum stabil. 

Tabungan masih sedikit, sementara gaji suami sebagai guru juga kecil. 

Per bulan, sang suami hanya membawa uang Rp 50 ribu. “Kami 

diskusi agak lama. Suami tetap minta saya mencurahkan waktu sepenuhnya 

untuk keluarga. Sisi lain, dia ingin terus mengabdi menjadi 

guru guna meneruskan amanat dari orangtua,” cerita Ririn. 

Di tengah kebimbangan itu sang suami terus memberinya 

keyakinan. Ririn akhirnya benar-benar resign, kendati perusahaan 

berusaha mati-matian menahannya. Setelah itu, bersama suami, 

SUCCESS, for Ririn, is a combination of hard work and patience. 

She has proven it by herself when founding and raising 

UD Family Food. The seafood processing company (Indonesia 

Dim Sum) is transformed into money machine for Ririn, her husband 

Ali Usman, and her three children. Within a year, this homebased 

business is able to make turnover of Rp 1 billion. 

It takes a long and difficult road for Ririn to rise 

up such the business. The story began when she 

was protested by her husband due to too 

busy working at the company. 

At that time, in the early 2000s, 

Ririn fully managed seafood processing 

plant in Pasuruan. Targeted 

export markets make it a must for 

her to devote time and thought 

for the company. Every day, from 

her home in Tenaru, Driyorejo, 

Gresik, Ririn should take a road 

trip tens of kilometers. Leaving 

home before dawn, she will be 

home at 22:00. “Eventually, my 

husband protested me. My time for 

family was almost zero. In fact, my 

two kids also need the full attention of 

mother,” said Ririn. 

Her husband, Ali Usman, expressly requested her to 

quit from the company. For Ririn, it was not easy. Moreover, the 

family’s financial situation was not yet stable. Their savings was 

small. Her husband’s salary as a teacher was also small. Per month, 

her husband just got Rp 50 thousand. “We had a long discussion. 

My husband kept asking me to devote my time fully to families. 

The other hand, he wants to serve as a teacher to continue his 

parent’s mandate,” said Ririn. 

In the midst of the uncertainties, Ali Usman continued to give 

her confidence. So, Ririn eventually resigned from the company. 

Then, Ririn and her husband agreed to open their processed 

34 



mereka sepakat untuk merintis usaha makanan olahan, seperti 

yang menjadi keahlian Ririn selama ini. Menyesuaikan dengan 

lidah orang Indonesia, Ririn pun berinovasi dengan olahan baru. 

Dengan modal awal Rp 3 juta, lemari pendingin plus blender, 

Ririn memulai perjuangannya. Siang hari digunakan untuk mencari 

pembeli, sore sampai malam dipakai untuk produksi. 

Respons pasar ternyata cukup bagus. Produk Ririn diterima 

banyak kalangan. Ujung-ujungnya ia mampu menambah mesin 

pembeku dan merekrut tenaga kerja untuk membuat adonan. 

“Kami juga sulap ruang makan jadi tempat produksi,” ungkap 

perempuan kelahiran Gresik, 29 Oktober 1978 ini. 

foods business likes what Ririn does over the years. With an 

initial capital of Rp 3 million, plus refrigerator and blender, Ririn 

started the business. During the day, she tried to find buyers. In 

the afternoon until evening, she carried out production. Adjusting 

with Indonesian tongue, Ririn made some innovation with 

new process. 

Market response was quite good. Ririn’s products were welcomed 

by many circles. So, she was able to add a freezer for 

production and recruit some manpower to make dough. “We also 

changed dining room into place of production,” said Ririn, who 

was born in Gresik, October 29, 1978. 


Dalam perjalanannya, usaha Ririn ini tak serta merta mulus. 

Cobaan sempat juga dialami. Pada tahun 2008, dia mengalami rugi 

sampai Rp 15 juta. Sebuah angka yang cukup besar bagi Family 

Food yang saat itu masih merangkak. Produknya ditolak pasar. 

Akibatnya, dia harus merumahkan sebagian karyawan. Tak hanya itu, 

Ririn terpaksa menjual semua perhiasan untuk menutup utang. “Saat 

itu saya sampai tak mampu membeli susu anak saya,” kenangnya. 

Peristiwa pahit itu justru melecut dan menguatkan mental Ririn 

dan Ali Usman. Pelan-pelan mereka membangun kembali usahanya 

sehingga kembali tumbuh. Permintaan mulai meningkat, jumlah 

karyawan juga bertambah. Sebulan, omzet penjualan Family Food 

bisa menembus Rp 100 juta atau sekitar Rp 1 miliar per tahun. 

Along the way, Ririn’s business was not necessarily smooth. She 

also experienced some ordeal. In 2008, she suffered a loss up to 

Rp 15 million. It was big enough for Family Food. At that time, the 

products were rejected by market. As a result, she had to lay off 

some employees. Ririn also sold all her jewelry to cover the debt. 

“Even, I could not buy milk to my little son,” she said. 

Dispirited? No. The bad situation just whipped up and 

strengthened up Ririn and Ali Usman’s mental. Slowly but surely, 

they rebuild their business. Orders began to increase, so did the 

number of employees. In a month, Family Food sales turnover 

could reach Rp 100 million or more than Rp 1 billion per year. 

Untuk semua produknya dia menjamin 

bebas dari bahan pengawet, zat pewarna 

maupun MSG. Tapi produk Laras Food bisa 

bertahan lama, paling tidak dalam 

setahun masih layak dikonsumsi. 

For all products, she guarantees there’s no preservative, 

dyes or MSG. Without preservative, Laras Food 

products are processed in such a way that can last for 

long. At least within a year the product is suitable for 

consumption. 

Produknya pun menyasar ke wilayah perkotaan. Di Surabaya, 

produk olahan dengan merek dagang Laras Food ini bisa dijumpai 

di Carrefour dan beberapa swalayan dan supermarket ternama. 

Kendati begitu, Ririn juga membangun jaringan di toko-toko 

perorangan dan pasar tradisional. “Semua kita layani. Ini juga 

untuk makin mengenalkan brand kita,” bebernya. 

Berbeda dengan usaha rumahan yang lain, sejak awal Ririn 

paham pentingnya memiliki merek sendiri. Karena itu dia tidak 

pernah melempar produknya ke pasaran tanpa merek. Semuanya 

diberi cap, sementara UD Family Food sebagai produsen. 

Kenapa begitu? “Ini juga hasil pembelajaran dari teman-teman 

UKM. Awalnya mereka besar namun kemudian tutup setelah 

produknya ditiru orang lain. Karena itu, sejak awal saya berusaha 

The product was targeted to urban areas. In Surabaya, processed 

food products with Laras Food trademark can be found 

in Carrefour and some other famous supermarkets. Nevertheless, 

Ririn also builds a network of individual stores and traditional 

markets. “We serve all. It is also for introducing our brand,” she 

explained. 

In contrast to other home-based business, since the beginning 

Ririn understands the importance of having own brand. Therefore, 

she never sends her products into market without brand. Every single 

product has stamped brand, while UD Family Food as producer. 

Why? “It is the result of learning from my SME friend’s experience. 

They were great in business, but then bankrupt after their 

product were imitated or hijacked by others. Therefore, from the 

36 


membangun brand ini. Meski di tiap wilayah berbeda mereknya,” 

tuturnya. 

Selain Laras Food, Ririn memiliki beberapa merek untuk pasar 

yang berbeda. Seperti di Medan, Ririn memakai merek Seafood 

Lover. Untuk semua produknya dia menjamin bebas dari bahan 

pengawet, zat pewarna maupun MSG. Tapi produk Laras Food 

bisa bertahan lama, paling tidak dalam setahun masih layak dikonsumsi. 

Ibu tiga anak ini tercatat sebagai mitra binaan Semen Indonesia 

sejak 2010. Awalnya dia mendapat bantuan pinjaman modal Rp 

20 juta. Dana sebesar itu digunakan untuk membeli mesin pendingin 

dengan daya beku tak sampai dua jam. Produksinya jadi 

makin cepat dan bisa langsung dikirim ke konsumen. “Sekaligus 

hemat listrik karena kebutuhan itu yang paling banyak menyedot 

pengeluaran,” bebernya. 

Tak hanya pembiayaan, dari Semen Indonesia dia juga mendapatkan 

pendampingan dan pelatihan dalam pengelolaan 

keuangan maupun manajemen. Beberapa kali Family Food diajak 

pameran ke berbagai daerah. Ini yang membuat produk olahan 

Ririn makin dikenal. 

Merasa sudah bisa mandiri, sejak 2012 dia memutuskan tidak 

lagi menjadi mitra binaan SMI. Meski begitu Ririn tetap menjaga 

hubungan baik dengan manajemen perusahaan semen pelat merah 

tersebut. “Pokoknya harus tangguh, jangan gampang putus 

asa,” ujar Ririn membagi kiat sukses. (*) 

beginning I try to build this brand. Although my brand is different 

in each different region,” she said. 

Besides Laras Food for Surabaya, Ririn has several brands for 

different markets. In Medan, for example, Ririn uses Seafood Lover 

brand. For all products, she guarantees there’s no preservative, 

dyes or MSG. Without preservative, Laras Food products are processed 

in such a way that can last for long. At least within a year 

the product is suitable for consumption. 

Ririn, now a mother of three kids, joined in Semen Indonesia 

partnership since 2010. Initially, she got capital loan of Rp 20 

million. The money was used to buy special cooling machine with 

freezing time less than two hours. With the machine, the production 

became faster and the product can be directly sent to consumer. 

“It is also energy saving, due to electricity cost take most 

of our budget,” she explained. 

Not only capital loan, Family Food also received assistance and 

training in financial management from Semen Indonesia. Several 

times, Family Food was also invited to various exhibitions. This 

makes Ririn’s processed product become widely-known. 

Feeling ready to be independent, in 2012 Ririn decided to be 

no longer as Semen Indonesia partners. Even so, Ririn still maintains 

good relations with the management of the state-owned 

cement company. What is her tip for success? “Be tough, and not 

easy to go despair,” said Ririn. (*) 

UD FAMILY FOOD 

Pemilik : Ririn SP 

Alamat : Desa Tenau RT 11/ RW 4, 

Kecamatan Driyorejo, Gresik 


Gabung Semen Indonesia : 2010 -2012 

Website : www.larasfood.com 

HP : 082 244 751 419, 081 230 552 686 

Owner : Ririn SP 

Address : Desa Tenau RT 11/ RW 4, 

Kecamatan Driyorejo, Gresik 


Join in Semen Indonesia partnership : 2010 - 2012 

Website : www.larasfood.com 

Mobile phone : 082244751419, 081230552686 


IKHWAN ALI 

Makmur 

bersama 

Peralatan Dapur 

Triumphant with Kitchen Appliances 

KEGAGALAN ADALAH SUKSES YANG TERTUNDA. PEPATAH 

KLASIK INI DIYAKINI BETUL OLEH IKHWAN ALI. BOS UD DWI 

SUMBER SEJATI INI SEMPAT MENGALAMI JATUH BANGUN, 

SEBELUM AKHIRNYA SUKSES SEPERTI SEKARANG. ALAT PARUT 

KELAPA DAN PENCABUT BULU AYAM MENGUBAH JALAN 

HIDUPNYA. 

“FAILURE IS A DELAYED SUCCESS.” THIS CLASSIC SAYING IS 

BELIEVED TO BE TRUE BY THE IKHWAN ALI. THE OWNER OF 

UD DWI SUMBER SEJATI HAD EXPERIENCED SOME UPS AND 

DOWNS, BEFORE FINALLY GAINS TRIUMPHANT NOW. BUT, 

HOW? WELL, COCONUT GRATER AND CHICKEN FEATHER 

PLUCKER CHANGED HIS WAY OF BUSINESS. 

38 


“JUJUR SAJA, kalau melihat kondisi 

masa lalu, sulit percaya bila saya bisa 

sampai (sukses) seperti ini,” ujar Ikhwan 

Ali saat ditemui di workshop-nya di 

Desa Pelemwatu, Kecamatan Menganti, 

Kabupaten Gresik. Kecukupan materi, 

sesuatu yang sama sekali tak terbayang 

di benak anak ketiga dari lima bersaudara 

ini, kini telah direngkuh. Semua berkat 

usaha pembuatan alat parut kelapa yang 

dirintisnya dari bawah. Usaha rumahan ini 

menghasilkan omzet Rp 75 juta hingga Rp 

100 juta setiap bulan. 

“Alhamdulillah. Allah SWT maha pemurah, 

senantiasa mendengar dan mengabulkan 

doa hambanya,” ungkapnya. 

Ikhwan memulai usaha pembuatan 

alat parut kelapa tahun 1996. Ada sedikit 

unsur keterpaksaan, karena saat itu dia 

baru di-PHK dari sebuah pabrik roti di 

kawasan Dinoyo, Surabaya. Sempat 

limbung, Ikhwan pun bergabung dengan 

usaha peralatan dapur di kawasan Darmo 

Permai, Surabaya. “Setelah delapan bulan 

di sana, saya kemudian keluar dan memutuskan 

mandiri,” kisahnya. 

Kendati cukup ahli membuat roti, dia 

mengesampingkan hal itu. Alasannya 

sederhana, lifetime roti cukup pendek 

sehingga pemasarannya harus cepat. 

Paling lama tiga hari, jika tak laku sudah 

berjamur. “Beda dengan besi. Sampai tiga 

tahun sekalipun tetap besi namanya. Tak 

akan berubah bentuk,” katanya menyodorkan 

alasan. Awalnya Ikhwan menjalankan 

usaha pembuatan alat parut kelapa 

ini bertiga dengan temannya, dengan 

empat karyawan. Perbedaan visi membuat 

kongsi ini pecah, dan Ikhwan jalan sendiri 

sampai sekarang. 

Harus jeli membaca 

peluang dan membuat 

variasi produk.” 

“You must be observant to 

read the odds, and you must 

create various products.” 

“HONESTLY, if you look at my past 

condition, it is hard to believe I can get 

my business success like this,” said Ikhwan 

Ali at his workshop in Pelemwatu village, 

Menganti district, Gresik. Business fortune, 

something that was totally unimaginable 

in his mind, has now been embraced. 

Thanks to coconut grater that he made 

when he started business from the bottom. 

Now, this home-based business generates 

turnover Rp 75 million to Rp 100 million 

per month. 

“Alhamdulillah. Allah is merciful, always 

hears and listens to His servant,” said the 

third of five siblings. 

Ikhwan started to make coconut grater 

in 1996. There was a slight element of 

compulsion, because at that time he had 

just been laid off from a bread factory in 

Dinoyo, Surabaya. Devastated, Ikhwan 

tried his fortune to work in kitchen appliances 

business at Darmo Permai, Surabaya. 

“After eight months there, I resigned 

and decided to do business independently,” 

said Ikhwan. 

He is expert enough to make bread, 

but he rules out it. The reason is simple; 

bread lifetime is short so that its marketing 

should be fast. The bread lifetime is three 

days maximum. Unsellable, the bread will 

be already moldy. “Iron is different. Not 

only three days, even until three years, 

you still call it as iron. It will not change,” 

he gave reason. Initially Ikhwan run the 

business of making coconut grater along 

with his two friends and with four employees. 

Then, the three had different vision. It 

made the joint venture broken. So, Ikhwan 

runs the business by himself until now. 


Kelincahan membangun jaringan dan kesediaan memenuhi 

keinginan konsumen membuat usahanya berkembang pesat. 

Diversifikasi produk pun dilakukan. Tak hanya parut kelapa, usaha 

rumahan ini juga melayani pembuatan alat pencabut bulu ayam. 

Selain dijual di kawasan Kembang Jepun Surabaya, produkproduk 

ini juga dilempar ke Sulawesi dan Kalimantan. 

Ketepatan waktu penyelesaian dan kualitas yang terjaga 

menjadi salah satu keunggulan alat buatan Ikhwan. Tak ayal, ketika 

Indonesia diterpa krisis moneter, usaha Ikhwan sama sekali 

tak terganggu. Malah, berkat kejelian melihat peluang, bapak 

dua anak ini melahirkan produk baru berupa mesin penyedot 

air. Mesin ini biasa dipakai para penambang emas tradisional 

di Sulawesi dan Kalimantan. Ikhwan membuat mesin baru ini 

karena permintaan alat parut kelapa dan pencabut bulu ayam 

menurun. 

“Saya beli mesinnya di Solo, terus kita assembly dan lem- 

Agility to build networks and willingness to meet consumers’ 

desire make his business thrives. At his home-based businesses, 

Ikhwan also make other products. Not only coconut grater, his 

business also makes chicken feather plucker. Not only for sale 

Kembang Jepun area in Surabaya, these products are sent to 

Sulawesi and Kalimantan. 

Good punctuality of completion and good quality of product 

made Ikhwan’s business in consumer’s heart. 

No doubt, when Indonesia was hit by the financial crisis, 

Ikhwan’s business was entirely undisturbed. In fact, thanks to his 

foresight to see opportunities, the father of two creates new products 

such as water suction machine. This machine is usually used 

by traditional gold miners in Sulawesi and Kalimantan. Ikhwan 

makes this new machine due to decreasing demand for grated 

coconut and chicken feather plucker. 

“I bought the machine in Solo. Then, I assembled the machine 

40 



As an entrepreneur, Ikhwan is not too stingy to share his sucpar 

ke pasar. Laris manis kayak kacang goreng. Sebab harganya 

lebih murah dibanding produk impor yang saat itu terkena imbas 

kenaikan dolar,” kisahnya. Usahanya makin berkembang saat 

Ikhwan bergabung sebagai mitra binaan Semen Indonesia pada 

2005. Dia mendapat pendampingan dalam pengelolaan keuangan 

usaha maupun kesempatan membangun relasi lewat berbagai 

pertemuan dan pameran. “Saya menjadi makin percaya diri dan 

termotivasi mengelola usaha ini,” akunya. 

Setelah lima tahun dibina SMI, Ikhwan merasa sudah cukup. 

Dia tak mau egois dan memberi kesempatan pada UKM-UKM lain 

untuk bergabung menjadi mitra binaan. “Gantian. Apalagi, usaha 

juga semakin maju dan kuat. Kasihan yang lain kalau saya terus di 

sana,” papar usahawan protolan kelas satu STM ini. 

Ikhwan tak pelit berbagi jurus sukses. Dia selalu mendukung 

to meet the miners’ demand. When I throw them into the market, 

they were sold out like hotcakes. My price was cheaper than the 

imported product. Especially, the price for imported goods was 

very high due to dollar appreciation,” said Ikhwan. His business 

grows faster when Ikhwan joined as Semen Indonesia’ partner in 

2005. He got assistance in financial businesses management as 

well as opportunity to build relationships through various meetings 

and exhibitions. “I became more confident and motivated to 

manage this business,” he admits. 

After five years supervised by Semen Indonesia, Ikhwan felt 

enough. Did not want to be selfish, he provide opportunities for 

other SME to become Semen Indonesia’ trained partners. “It’s 

their turn. Moreover, my businesses are getting more advanced 

and stronger. If still there, then how about the others?” said 

Ikhwan, who didn’t finish his technic school education. 


karyawannya yang ingin merintis usaha sendiri. Alhasil, di Dusun 

Pelemwatu, usaha peralatan dapur ini menjamur. Dari sekitar 

2.000 kepala keluarga yang tinggal di sana, lebih dari 70 persennya 

menggeluti usaha ini. Toh, Ikhwan tak khawatir pasarnya 

bakal tergerus. Malah, usahanya makin membesar. 

Kuncinya? “Harus jeli membaca peluang dan membuat variasi 

produk. Contohnya, ketika yang lain masih asyik membuat alat 

parut kelapa dan pencabut bulu ayam, saya sudah bikin mesin 

penyedot air,” kata dia. 

Saat ini, Ikhwan dibantu 80 karyawannya juga memproduksi 

mesin molen, mesin perontok padi dan jagung, as ketinting untuk 

baling-baling perahu, dan lainnya. “Yang terbaru mesin molen 

dan as ketinting. Ini juga memenuhi permintaan teman-teman di 

lapangan. Untuk as ketinting kita kirim ke Luwu Sulawesi dan Raja 

Ampat Papua. Saya dengar Semen Indonesia punya pabrik juga di 

Vietnam. Kalau ada kesempatan, produk saya juga bisa masuk. Di 

sana kan juga banyak sungai dan perahu,” harapnya. (*) 

cess formula. He always supports his employees who want to 

open their own businesses. As a result, in Dusun Pelemwatu, 

kitchen appliances making business are mushrooming. Of approximately 

2,000 families who lived there, more than 70 percent 

are involved to this business. Even though, Ikhwan never worry his 

market will be eroded. In fact, his business continues to expand. 

The key? “You must be observant to read the odds, and you 

must create various products. For example, when the others were 

still busy making coconut grater and chicken feather plucker, I’ve 

already made water suction machine,” he said. 

Currently, Ikhwan and his 80 employees produce molen engines, 

rice and corn threshing machine, shaft for long-tail boat propeller, 

and many others. “The newest are molen engine and propeller 

shaft. Well, I should meet consumer’ demands in the field. I send 

the propeller shaft to Luwu in Central Sulawesi and di Raja Ampat 

in West Papua. I learn that Semen Indonesia also has factories in 

Vietnam. If there is a chance, my products can also be sent there. In 

Vietnam, there also a lot of river and long-tail boats,” he hopes. (*) 

42 


UD DWI SUMBER SEJATI 

Pemilik : Ikhwan Ali 

Alamat : Dsn Pelemwatu RT 05/ RW 03 

Pelemwatu, Kecamatan Menganti, Gresik 


Omzet : Rp 75 juta hingga Rp 100 juta per bulan 


HP : 081 235 138 779 

Owner : Ikhwan Ali 

Address : Dusun Pelemwatu RT 05/RW 03, Pelemwatu, 

Menganti district, Gresik 


Turnover : Rp 75 million to Rp 100 million per month 

Join as Semen Indonesia partner : 2005 

Mobile phone : 081 235 138 779 


Uswatun Hasanah 

NYARIS PUNAH, KINI 

Batik Gedog 

MENDUNIA 

Almost Extinct, now 

Batik Gedog Goes Global 

TAHUN 70-AN JADI MASA KELAM BAGI BATIK TULIS 

TENUN GEDOG TUBAN. BATIK UNIK YANG SANGAT KUAT, 

HINGGA BISA DIGUNAKAN SEBAGAI GENDONGAN JAMU, ITU 

TERANCAM PUNAH. PERAJINNYA TINGGAL 

TIGA ORANG. 

THE YEARS OF 1970S WERE A DARK PERIOD FOR WEAVING 

GEDOG BATIK OF TUBAN. THE BATIK IS UNIQUE AND VERY 

STRONG, SO IT CAN BE USED AS BAG OF HERBS CARRIER OF 

HERBS. HOWEVER, GEDOG BATIK WAS ENDANGERED DUE TO 

THERE WERE ONLY THREE ARTISANS WHO MAKE IT. 

44 


ADALAH Mbah Karsipah, Mbah Sumbul dan Mbah Tarsini, tiga 

perajin batik gedog yang tersisa di Desa Kedungrejo, Kecamatan 

Kerek, Tuban, ketika itu. Beberapa tahun kemudian Mbah Sumbul 

dan Mbah Tarsini meninggal dunia, tanpa sempat mewariskan 

keahlian membatiknya. 

Uswatun Hasanah (46), anak kandung Mbah Marsipah, tergerak. 

Ibu satu anak ini tak ingin batik gedog tinggal kenangan. Semula 

dia ingin belajar pada sang ibu. “Tapi ibu nggak mau ngajari. Kata 

beliau, untuk apa belajar batik? Tani saja,” kata Uswatun. 

At Kedungrejo village, Kerek district, in Tuban, there were only 

three gedog batik artisans left in 1970s. They were Mbah (Granny) 

Karsipah, Mbah Sumbul, and Mbah Tarsini. Then, Sumbul and Tarsini 

passed away without a chance to hand on their batik expertise 

to younger generation. 

Uswatun Hasanah, a daughter Mbah Karsipah, touched. She 

doesn’t want gedog batik becomes a memory of the past. At first, 

she wanted to learn it from her mother. “But, my mother was not 

willing to teach me. She yelled ‘learning batik for what? Do farming 

instead’,” said Uswatun, a mother of one child. 


Tak patah arang, sejak 1985 dia belajar membatik secara otodidak. 

Pada tahap awal dia meniru aneka motif batik peninggalan 

neneknya. Delapan tahun kemudian barulah Uswatun belajar 

secara formal. Melihat ketekunan dan keseriusan anaknya, Mbah 

Karsipah akhirnya luluh. 

“Ibu akhirnya mau mengajari saya. Itu yang membuat saya 

makin bersemangat,” sambungnya. Batik tenun gedog, jelas 

Uswatun, biasa digunakan sebagai hantaran pernikahan dari pihak 

laki-laki kepada mempelai perempuan. Bagi keluarga berada, 

jumlah yang dibawa sebanyak 100 lembar. 

nama gedog diambil dari 

bunyi dog…dog...dog… 

dalam proses pembuatannya. 

Batik gedog mempunyai ciri unik berupa gambar burung Lok 

Can yang selalu ada di setiap motif. Lok Can, konon, merupakan 

burung yang dibawa tentara Tartar dari China menuju Majapahit. 

Kapal armada China itu sebelumnya transit di pantai Bom, Tuban. 

Sedangkan nama gedog diambil dari bunyi dog…dog...dog… 

dalam proses pembuatannya. 

Ada 40 motif baru ciptaan Uswatun yang telah dipatenkan, 

antara lain Singo Barong, Kates Gantung, juga Kembang Waluh. 

“Yang ngurus pemerintah daerah,” cetus istri Sri Widodo, pengusaha 

pabrik tahu, ini. Sadar betapa pentingnya menjaga kelestarian 

batik gedog, Uswatun tak mau memonopoli kepintarannya. 

Dia mulai menularkan kepiawaiannya kepada anak-anak di 

lingkungan Kedungrejo. Tahun 1993, pelatihan gratis di balai desa 

itu diikuti 20 anak. Tahun-tahun berikutnya jumlah anak yang ingin 

belajar membatik semakin banyak. Uswatun pun harus berkeliling 

dari satu desa ke desa. “Beban saya berkurang setelah Semen 

Gresik turun tangan tangan. Sejak tahun 200-an mereka membiayai 

pelatihan yang saya adakan,” tuturnya. 

Kini Uswatun bisa ‘memanen’ jerih payahnya. Bisa dikata, dari 

46 


Not dispirited, Uswatun learnt batik by herself since 1985. 

At the early stages, she just imitated her mother’s various batik 

motifs. Eight years later, Uswatun learnt formally. So, with the persistence 

and seriousness, she made Karsipah’s heart finally melted. 

“Mother eventually wishes to teach me. That’s what makes me 

more excited,” she said. 

The name ‘gedog’ is taken from the 

sound of ‘dugh... dugh... dugh...’ i 

n the manufacturing process. 

Gedog woven batik has unique characteristic. The name 

‘gedog’ is taken from the sound of ‘dugh... dugh... dugh...’ in the 

manufacturing process. Gedog batik has unique picture of Lok 

Can bird in every motif. Lok Can is said a bird brought by the Tartar 

army from China to Majapahit. The Chinese fleet ships stopped 

by in Boom beach in Tuban before transiting to Majapahit. 

Uswatun said gedog woven batik is used as wedding gift of the 

groom to the bride. For rich family, the gift amount is as many as 

100 sheets of gedog batik. 

Now, there are 40 new patterns of gedog batik created by 

Uswatun. Among others are Singo Barong, Kates Gantung, and 

Kembang Waluh. All of them are patented for her. “The local government 

takes care of patent arrangement for me,” said the wife 

of Sri Widodo the tofu manufacturers. 

Realizing the importance of preserving gedog batik, Uswatun 

does not want to monopolize her skill. She began to transfer her 

skills to children in her neighborhood in Kedungrejo. In 1993, she 

gave free training at the village hall to 20 children. In subsequent 

years, she had more children who want to learn batik. So, Uswatun 

must travel from one village to other. “My burden was reduced after 

Semen Gresik gave a helping hand. Since 2000s, Semen gave 

financial assistance to the training that I held,” she said. 

Now Uswatun can ‘harvest’ of her labors. It could be said, of 


seluruh rumah warga di Kedungrejo, minimal satu penghuninya 

bisa membatik. Sedikitnya 250 orang di antara mereka bekerja 

untuk rumah batik Sekar Ayu milik Uswatun. “Kebanyakan dibawa 

pulang untuk dikerjakan di rumah. Sketnya kita yang bikin, nanti 

pewarnaanya juga di sini,” kata dia. 

Semen Gresik pula yang mendanai pameran Uswatun 

ke luar negeri, seperti Singapura, Malaysia, 

Swedia, juga Belanda. Pameran itulah yang 

membuat pasar batik gedog mendunia. 

Perempuan ayu itu tak perlu 

susah-susah memasarkan karyanya. 

“Mereka sudah langsung 

pesan ke sini. Ada yang dari 

Bali, Belanda dan Australia,” 

ungkap dia. 

Dalam sebulan angka 

penjualan batiknya 

berada di kisaran Rp 

100 juta sampai Rp 

400 juta. Tak perlu 

heran, sebab batik 

gedog khas Tuban 

terbilang mahal. Satu 

lembar bernilai ratusan 

ribu, bahkan ada yang 

sampai jutaan rupiah. 

“Kalau Semen Gresik lagi 

ada kegiatan bisa pesan 

sampai 600 lembar,” beber 

Uswatun. 

Sukses teraih, godaan mulai 

bermunculan. Paling diingat Uswatun 

adalah tawaran pindah ke Singapura, 

ketika dirinya mengikuti pameran di Batam. 

Meski diiming-imingi berbagai fasilitas, Uswatun 

bergeming. “Saya tidak mau pindah karena nanti batik 

dan tenun pasti diakui punya sana. Percuma saya bertahuntahun 

menghidupkan kembali batik dan tenun Kedungrejo,” 

tandasnya. 

all homes in Kedungrejo, at least one occupant can make batik. 

At least 250 of them work for Sekar Ayu batik house belongs to 

Uswatun. “Most of them take the materials from me and work at 

their home. I only do the sketch and later the coloring here,” she 

said. 

Semen Gresik also send Uswatun to exhibitions 

abroad, such as in Singapore, Malaysia, Sweden, 

and the Netherlands. The exhibitions 

make gedog batik reach worldwide 

markets. So, Uswatun do not need 

to bother to market her work. 

“Costumers send orders directly 

to me. The customers are 

from Bali, the Netherlands 

and Australia,” she said. 

Within a month, gedog 

batik sales figures 

are in the range of RP 

100 million to RP 400 

million. No need to 

wonder, because the 

typical Tuban gedog 

batik is fairly expensive. 

One sheet of batik is 

worth hundreds thousands 

or even millions rupiah. 

“If the Semen Gresik 

has some event, the orders 

could be up to 600 sheets,” 

Uswatun said. 

However, when success is in 

hand, naughty temptation began to 

appear. Uswatun remembered the most 

temptation is an offer to move to Singapore 

when she participated in an exhibition in Batam. 

Well, although lured by various facilities, Uswatun stand 

still. “I do not want to move to foreign country. I’m afraid that 

batik and woven clothing sooner or later will be claimed as their 

heritage. It will be useless that I for many years trying to revive 

batik and woven clothes in Kedungrejo,” she said. 

48 


Cobaan lain datang seiring peristiwa pengeboman di Bali. 

Pembayaran barangnya yang dikirim ke Pulau Dewata tiba-tiba 

macet. “Soalnya pariwisata anjlok,” tukasnya. Dampaknya, angsuran 

pinjaman ke Semen Indonesia ikut-ikutan seret. “Untung Pak 

Faf (Faf Adi Samsul, saat itu Kepala Divisi Pengelolaan Sosial PT 

Semen Gresik) terus memberi pengertian agar tidak patah semangat,” 

tuturnya. 

Semen Indonesia membantu Uswatun membuka jaringan pasar 

baru lewat berbagai pameran, di dalam maupun luar negeri. Wajar 

bila Uswatun menjadi pemenang utama Anugerah UKM Semen 

Gresik 2010. Bahkan, pemerintah pun memberikan anugerah tertinggi 

bidang industri, Upakarti 2010, untuk kategori pelestari. (*) 

Another nuisance came from bombings in Bali. The payment 

for her batik shipped to the island was suddenly jammed. “It was 

due to tourism plummeted. The impact was my installment loan 

payments to Semen became blocked too. Luckily, Mr. Faf Adi 

Samsul (then, Chief of Social Management Division of PT Semen 

Gresik) gave me strong support in order not to be discouraged,” 

she said. 

Semen Indonesia also helps Uswatun to open new market 

network through various exhibitions at home and abroad. Uswatun 

became the winner of 2010Semen Gresik SME Award. Indonesian 

government gave the highest industrial award 2010 Upakarti in 

conservationist category. (*) 

SEKAR AYU 

Pemilik : Uswatun Hasanah 

Produk : Batik tulis tenun gedog 

Rumah/Showroom : Desa Kedungrejo, 

Kecamatan Kerek, Tuban 

Omzet : Rp 100 juta-Rp 400 juta per bulan 


HP : 081330709716/081357611714 

Owner : Uswatun Hasanah 

Product : Gedog woven batik 

Home/Showroom : Desa Kedungrejo, 

Kecamatan Kerek, Tuban 



Mobile phone : 081330709716/081357611714 


Terinspirasi Sukses Jokowi 

Ir H EKA SOEJOED 

Inspired by Jokowi’s Success 

MESKI ORANG TUANYA PENGUSAHA MEBEL, TAPI EKA SOE- 

JOED TIDAK TAHU BANYAK TENTANG BISNIS PEMBUATAN PER- 

ALATAN RUMAH TANGGA BERBAHAN KAYU ITU. TAK HERAN, 

SAAT DIA KENDALIKAN, USAHA KELUARGA TERSEBUT SEMPAT 

TERPURUK. SEMUANYA BERUBAH SETELAH EKA BERTEMU 

JOKO WIDODO (JOKOWI). 

DESPITE HIS PARENTS IS FURNITURE BUSINESSMEN, EKA SOE- 

JOED DID NOT KNOW MUCH ABOUT BUSINESS OF MAKING 

HOUSEWARES FROM WOOD. NOT SURPRISINGLY, WHEN THE 

TIME CAME FOR HIM TO CONTROL THE FAMILY BUSINESS, IT 

HAD SLUMPED DOWN. HOWEVER, EVERYTHING CHANGED 

INTO BETTER AFTER EKA MET JOKO WIDODO (JOKOWI). 

50 


JALAN PANJANG dilalui Eka Soejoed 

dalam membesarkan Indah Meubel 

hingga seperti sekarang. Semua 

dimulai pada tahun 2000, saat sulung 

dari empat saudara ini diminta pulang 

oleh kedua orangtuanya, H Soejoed 

dan (alm) Hj Soewari Boediami, untuk 

meneruskan usaha mebel keluarga 

di Kecamatan Jatirogo, Kabupaten 

Tuban, Jawa Timur. 

Ayun langkahnya agak tersendat, 

antara menerima atau tidak panggilan 

tugas dari kedua orangtuanya. Maklum, 

saat itu dia sudah merintis hidup yang 

relatif mapan di Kota Malang. Alumni 

Teknik Aristektur Institut Teknologi 

Nasional (ITN) Malang ini sudah bekerja 

di salah satu pengembang bonafide 

di sana. Beberapa buah karyanya bisa 

dilihat di Museum Brawijaya Malang. 

“Saya sudah punya rumah, pekerjaan 

mapan dan keluarga. Tetapi panggilan 

pulang itu tiba-tiba datang. Bagaimana 

tidak gamang,” kisahnya. 

Sebagai anak pertama, tentu saja Eka 

memiliki tanggung jawab lebih besar 

dibanding adik-adiknya. Akhirnya, dengan 

mengucap bismillah, Eka dan istri pilih pulang kampung. Meninggalkan 

gemerlap dan hawa dingin Malang yang sudah diakrabinya. 

Keluarga kecil itu memilih tinggal di desa berpagar lebatnya hutan jati. 

“Terhitung sejak tahun 2000, saya kembali pulang. Kembali ke kampung 

di mana saya dilahirkan dan dibesarkan,” urainya. 

Kendati sudah akrab dengan pernak pernik mebel, namun 

tak serta merta ayah tiga anak ini langsung move on di tahun 

pertama memegang kendali usaha pembuatan perlengkapan rumah 

dari kayu tersebut. Apalagi, situasi ekonomi saat itu berubah 

drastis usai Indonesia dihantam krisis ekonomi 1998. Kondisi itu 

ikut memorak-prondakan pasar utama mebel yang dibina sejak 

puluhan tahun lalu. Yakni grup-grup arisan yang selama bertahuntahun 

menjadi pasar potensial produk mebel orangtua Eka. 

IT TAKES a long way for Eka 

Soejoed to develop Indah Meubel 

as it is now. All was started in 2000, 

when the eldest of four brothers sent 

back home by his parents, H Soejoed 

and (late) Hj Soewari Boediami, to 

inherit the family furniture business in 

Jatirogo, Tuban. 

His step was a little bit choked, 

whether receiving or not the call of 

duty from his parents. Understandably, 

he then has pioneered a relatively 

well-established life in Malang. 

Getting architect bachelor degree 

from Institute Teknologi Nasional in 

Malang, he has been working at one 

of bonafide developer there. Some of 

his work still can be seen at Museum 

of Brawijaya. “I’ve got a house, a 

well-established job and family. But, 

the parent’s call came in a sudden. 

How couldn’t I be nervous,” he said. 

As firstling, of course Eka has 

greater familial duty than his younger 

siblings. So, by saying ‘Bismillah’, 

Eka and his wife chose to return home. Leaving Malang, the 

small family live in a remote village surrounded by teak forest. 

“It was in 2000, I returned back to the village where I was born 

and grew up,” he explained. 

Already familiar with the knickknacks of furniture, it didn’t 

mean the father of three children immediately start on in the 

first year of the business. Moreover, the Indonesia’s economic 

situation was worsened drastically due to 1998 economic crisis 

that destroyed main market of furniture. The regular social 

gatherings, that for years have been a potential market for Eka’s 

parents, were almost vanished. 


“Semasa masih dikelola ibu, kami memang banyak melayani 

grup-grup arisan mebel. Tak hanya di Tuban, malah sampai ke 

Semarang, Surabaya bahkan Jakarta,” jelasnya. “Tetapi dengan 

adanya krismon dan mata uang yang tak stabil membuat pasar 

utama ini tak lagi relevan dipertahankan,” tambah Eka. 

Butuh waktu lama bagi Eka untuk menemukan jurus pemasaran 

yang tepat agar usaha warisan keluarga itu bisa terus survive. 

Apalagi, dua tahun setelah itu ibunya meninggal dunia. Padahal, 

sang bunda-lah yang selama ini terus memberikan motivasi dan 

mengajari cara mengelola bisnis mebel. 

Ekonomi sulit, order juga sepi. Di sisi lain, Eka memiliki tanggung 

jawab besar menghidupi 50 karyawan perusahaan mebelnya. 

“Ibaratnya waktu itu tidak sekadar jatuh, tapi kondisi saya 

sudah ndlosor. Benar-benar sulit,” ungkapnya. Dalam situasi terpuruk, 

tiba-tiba inspirasi datang dari Jokowi yang saat itu belum 

menjadi presiden RI, tapi masih sebagai wali kota Solo. 

Dalam kapasitas sebagai ketua umum Asosiasi Mebel Indo- 

“When the business was still managed by my mother, we got a 

lot of orders from the gathering’s lottery for furniture. The gathering 

was not only in Tuban, but also in Semarang, Surabaya and even in 

Jakarta. But, the financial crisis and an unstable currency made our 

main market was no longer relevant to be maintained,” said Eka. 

It took a long time for Eka to find the right marketing tactics to 

make the family’s business could continue to survive. Moreover, 

two years after he went back home, her mother passed away. It was 

hard due to the fact that his mother was the one who continuously 

motivates and teaches him how to manage the furniture business. 

In hard economy, orders were also limited. On the other hand, 

Eka has a big responsibility to 50 employees of his furniture 

company. “It was like I was not just falling but also falling with face 

down. It was really hard,” he said. In worsen situation, suddenly an 

inspiration was popped up by Joko Widodo. At that time, Jokowi 

was mayor of Solo (now, the president of Indonesia). 

In his capacity as chairman of the Indonesian Furniture Associa- 

52 


nesia (Asmindo) Solo, Jokowi mengundang 

para pelaku usaha mebel berkumpul. Tak hanya 

di Solo dan sekitaran Jawa Tengah, beberapa 

pengusaha furnitur di Tuban dan Ngawi juga diundang. 

Pertemuan ‘lintas provinsi ini’ sengaja 

diadakan agar para pelaku usaha mebel bisa 

membangun jaringan dan saling komunikasi. 

Dalam pertemuan itu, Eka bisa berdialog empat 

mata dengan Jokowi. Intinya, Eka menceritakan 

tantangan menggeluti bisnis mebel bagi 

pengusaha yang tinggal di desa seperti dirinya. 

Ketersedian bahan yang melimpah berupa kayu 

jati tak menjamin kelanggengan usaha. Para 

pengusaha mebel seperti dirinya paling banter 

hanya kuat bertahan selama 

tiga-lima tahun. Setelah itu, 

dengan terpaksa mereka 

harus alih profesi. “Kalau 

saya ibaratkan, waktu itu 

kami seperti ayam yang mati 

di lumbung padi,” tuturnya. 

“Saya kemudian didatangi 

Pak Jokowi, diajak 

bicara empat mata. Kemudian 

beliau mengentak 

alam bawah sadar saya saat 

melontarkan pertanyaan, 

‘sudah pernah pameran belum?’ 

Belum sempat saya 

jawab, beliau bilang. ‘saya 

nggak akan bisa hidup 

tanpa pameran.’ Saya langsung 

terdiam,” beber Eka. 

Kalimat dari Jokowi itu terus dia renungkan. 

Benarkah pameran bisa membuat bisnis ini 

hidup? Rasa ragu masih menyergap. Pasalnya, 

pengalaman selama ini, seringkali ajang pameran 

hanya formalitas belaka. Buktinya, sering 

kali produk Indah Meubel dipinjam oleh instansi 

pemerintah untuk dipamerkan. Namun tidak 

Saya benarbenar 

bisa hidup 

dari pameran. 

Persis seperti apa 

yang disampaikan 

Pak Jokowi.” 

“I really could live from 

exhibitions; just like what 

Pak Jokowi said.” 

tion (Asmindo) Solo, Jokowi invited furniture 

businessmen. Not only from Solo and Central 

Java, he also invited some furniture entrepreneur 

from Tuban and Ngawi in East Java. The ‘across 

province’ meeting was organized to make the 

owners or managers can build business network 

and communication with each other. 

During the meeting, Eka had a private 

dialogue with Jokowi. In essence, Eka told 

Jokowi about the challenges for furniture 

business entrepreneurs who live in small village. 

Having abundant materials such as teak 

wood didn’t guarantee the continuity of their 

business. The furniture entrepreneurs like 

him, at best, only survive 

for three to five years. After 

that, they were forced 

to change profession. 

“I likened us like ‘dead 

chickens in granary’,” he 

said. 

“Then, Pak Jokowi 

talked to me privately. He 

yanked my subconscious 

when he asked me, ‘Has 

you ever participated 

in exhibition?’ I haven’t 

replied yet, he just said, ‘I 

could never live without 

exhibition.’ His advice 

made me fell silent,” Eka 

said. 

Jokowi’s words made him contemplate. Is it 

true that exhibition could make this business 

alive? Doubts still ambushed Eka. In his mind, 

exhibition was only a mere formality. He had the 

proof that Indah Meubel’s products were often 

borrowed by government agencies for exhibition 

but there was never any transaction. 



pernah ada traksasi atau kabar lanjutan. 

Masih dalam suasana galau, Eka bersama sang adik yang kebetulan 

jadi dosen di ITS membuka showroom di kawasan Mulyosari, 

Surabaya. “Dari sana jalan untuk ikut pameran mulai terbuka, 

karena kami dapat undangan dari Disperindag Jatim untuk ikut 

pameran Java Furniture 2004,” ujarnya. 

Sejak itu jaringan pemasaran Indah Meubel mulai bertambah. 

Lebih dari itu, Eka jadi makin paham seluk beluk bisnis mebel. 

Apalagi, dalam pameran tersebut dia mendapatkan transaksi 

hingga puluhan juta rupiah. “Saya menjadi makin bersemangat,” 

akunya. Eka pun makin rajin mengikuti pameran, sehingga dalam 

setahun dia bisa tiga-empat kali memamerkan produknya ke 

berbagai daerah. 

Seiring dengan itu, Eka mampu menemukan kekuatan produknya; 

yaitu mengembangkan pola yang bisa dibilang anti-mainstream. 

Ya, di saat industri mebel berkutat pada desain dan bahan 

itu-itu saja, Indah Meubel menghadirkan sesuatu yang baru. Eka 

mengolah sisa kayu jati yang awalnya dianggap limbah menjadi 

produk bernilai jual tinggi. Mulai kulit, akar, sampai ranting dia 

bentuk menjadi produk furnitur yang cantik dan laris di pasar. 

Keinginan terus eksis dari satu pameran ke pameran itulah yang 

mendorong Eka menjadi mitra binaan Semen Indonesia pada 2008. 

Still in the spirit of confusion, Eka with his sibling who happens 

to be a lecturer at ITS opened a showroom in Mulyosari, Surabaya. 

“From there, the road to join exhibition began to open. We got 

an invitation from Department of Industry and Commerce of East 

Java office to participate 2004 Java Furniture exhibition,” he said. 

Since then, the network marketing of Indah Meubel began to 

grow. Eka became increasingly understand about the ins and outs 

of the furniture business. Moreover, the exhibition made him got 

tens of millions rupiah transactions. “I became more and more 

excited,” he admitted. Eka even be more diligent in taking part in 

exhibition. In a year, he could participate in three or four in exhibitions 

show his products to various regions. 

Along with that, Eka could find the strength of his products; 

developing anti-mainstream pattern. In time when the furniture 

industry dwelled on the same design and materials, Indah 

Meubel brought something new. Eka process wasted teak 

wood into high value products. The bark, roots, until the twigs, 

he redesigns them into beautiful furniture products with high 

demand in market. 

The desire to exist from one exhibition to another prompted 

Eka to be a partner of Semen Indonesia in 2008. Various ad- 

54 


Beragam keuntungan dia peroleh dari program ini. Selain pinjaman 

modal, Eka mengakui, cakupan pemasaran produknya semakin luas. 

“Yang tak kalah penting, motivasi usaha menjadi makin berlipat. 

Kenapa? Karena saya bisa ketemu dengan banyak pelaku UKM lainnya. 

Di situ kita sering berbagi kisah suka-duka,” ujarnya. 

Eka menegaskan, inovasi produk yang jadi kekuatan Indah 

Meubel bakal terus dipertahankan. Background insinyur desain 

arsitektur membuatnya lebih leluasa melahirkan model-model 

baru. Kini, usaha yang dia tekuni selama 16 tahun terakhir itu terus 

membesar. Dalam sebulan omzet penjualannya menembus Rp 120 

juta. “Saya benar-benar bisa hidup dari pameran. Persis seperti 

apa yang disampaikan Pak Jokowi,” tandasnya. (*) 

vantages he gains from this partnership program. In addition to 

loan capital, Eka can make his market increasingly wide opens. 

“Also important, the motivation to do business is doubled. Why? 

Because I could meet many other SMEs. There we often share the 

story of ups and downs,” he said. 

Eka said product innovation as Indah Meubel’s power will be 

maintained. His background as design engineers make him more 

freely to bear new models. Now, the business that he runs for 

more than 16 years continues to grow. Within a month, the sales 

turnover may reach Rp 120 million. “I really could live from exhibitions; 

just like what Pak Jokowi said,” he said. (*) 

INDAH MEUBEL 

Pemilik : Ir H Eka Soejoed 

Workshop/showroom : Jl Jombok 177, Jatirogo, Tuban 

Telp : 0356-551140 • Fax : 0356-551512 

HP : 081 3302 62189 

Showroom Bandung : Jl Marhacinta 169 Telp : 022-70792707 

Shooroom Probolinggo : Jl Mayjen MT Hariyono III/16 

Email : indah_furniture@ymail.com 



Owner : Ir H Eka Soejoed 

Workshop/showroom : Jl Jombok 177, Jatirogo, Tuban 

Telephone : 0356551140 • Facsimile : 0356551512 

Mobile phone : 081330262189 

Bandung Showroom : Jl Marhacinta 169 Telp : 02270792707 

Probolinggo Showroom : Jl Mayjen MT Hariyono III/16 

Email : indah_furniture@ymail.com 




IWAN DHAMAR S 

Pelanggan 

Cetaknya 

Sampai 

Timor Leste 

His Marketing 

Wings Reach East Timor 

DENGAN MODAL NYARIS NOL, BAYU MANDIRI BERKEMBANG 

JADI SALAH SATU PERUSAHAAN PERCETAKAN PALING SUKSES 

DI SURABAYA. KUALITAS CETAKAN SERTA KOMITMEN TERHA- 

DAP DEADLINE JADI ANDALAN UTAMA UNTUK MENGIKAT PE- 

LANGGAN. ORDER YANG DITERIMA MULAI BIKIN NOTA, KARTU 

NAMA, BUKU, HINGGA ALAT PERAGA KAMPANYE. 

INITIALLY, THE BUSINESS WAS NEARLY ZERO CAPITAL. TODAY, 

BAYU MANDIRI PROVES ITSELF TO BE ONE OF THE MOST SUC- 

CESSFUL PRINTING COMPANY IN SURABAYA. BAYU MANDIRI 

MAINTAINS BEST PRINTING QUALITY AND COMMITS TO THE 

DEADLINE. IT PRINTS BLOCK NOTE, BUSINESS CARD, BOOK, 

TO ELECTION CAMPAIGN MATERIAL. 

56 


SOAL ORDER GARAPAN, Bayu Mandiri pantang menolak. 

Sekecil apa pun, misalnya kartu nama senilai Rp 300 ribu, tetap 

dilayani. Toh, andai dianggap kurang efisien, pekerjaan itu bisa 

disubkan ke percetakan yang lebih kecil. “Hitung-hitung bagi 

rezeki. Sebenarnya kita bisa mengerjakan, tapi tidak efisien. 

Ibaratnya cuma ngangkut air seember, tapi pakai truk,” terang 

Iwan Dhamar S, owner Bayu Mandiri. 

Karena tidak turun langsung menjadi pemasar, Iwan mengaku 

tidak terlalu bernafsu mengejar garapan berskala besar. Nilai kecil 

tak masalah, yang penting rutin. “Walau sekali order cuma Rp 

20 juta, tapi kalau dikumpulkan kan banyak juga,” tukasnya. Toh 

begitu bukan berarti Bayu Mandiri tidak pernah mengerjakan cetakan 

bernilai wah. 

Contohnya jelang Pilkada Surabaya 2015 kemarin, percetakan 

yang beralamat di Jl Prambanan 9, Surabaya, ini dapat order 

FOR PRINTING ORDERS, Bayu Mandiri never refuses. No 

matter how small, for example only Rp 300,000 business card, it 

is okay. After all, if the order is considered to be less efficient, the 

job can be distributed to smaller printing company. “Well, it is also 

for sustenance. We could do the job, but it is not efficient. Why 

should I bring a bucket of water using a truck? So, I send the water 

to be brought by motorcycle,” said Iwan Dhamar S, the owner of 

Bayu Mandiri. 

Iwan is not directly involved in marketing, so he admits not 

too eager to pursue large-scale orders. For him, it is okay to get 

smaller order. What really matters is regularity. “Although the 

order is only Rp 20 million, but if it is frequent and regular, the 

value will be big enough,” he said. 

However, it doesn’t mean Bayu Mandiri never get ‘wow’ project. 

Ahead of the 2015 Surabaya elections, the printing plant at 


mencetak alat peraga kampanye senilai Rp 400 juta. Dua tahun sebelumnya 

Iwan menggarap proyek buku-buku pelajaran dari Dinas 

Pendidikan dengan ongkos Rp 1,5 miliar. Order miliaran biasanya 

juga datang di akhir tahun, ketika instansi ramai-ramai membuat 

kalender. 

Lima belas tahun berkibar, Bayu Mandiri memiliki belasan 

pelanggan setia dari berbagai daerah. Mulai Surabaya, Gresik, 

Kalimantan, Sulawesi, Papua, hingga Timor Leste. Cukup aneh, karena 

Iwan mengaku tidak pernah memasang iklan di media massa. 

Promosi ‘resmi’ hanya dilakukan via Yellow Pages, itu pun fokus di 

kawasan timur Indonesia. 

“Karena teman-teman percetakan di Indonesia timur itu biasanya 

lari ke Surabaya kalau tidak bisa mengerjakan order besar, 

Jl Prambanan 9 Surabaya get printing order for campaign props 

for Rp 400 million. Two years earlier, Iwan worked on textbooks 

projects from the Department of Education at about Rp 1.5 billion. 

Billions rupiah order usually come at the end of the year, when the 

agencies or institutions are busy to made calendar. 

Fifteen years in business, Bayu Mandiri has dozens of loyal 

customers from various regions. From Surabaya, Gresik, Kalimantan, 

Sulawesi, Papua, to East Timor. It is quite strange, due to Iwan 

admitted he never advertise his business in the mass media. The 

only promotion he made is via Yellow Pages, focused in eastern 

part of Indonesia. 

“My friends of printing business in eastern Indonesia usually 

go to Surabaya when they can’t handle big order or complicated 

58 


atau yang cetakannya rumit. Itu yang saya tangkap,” beber lulusan 

STM Grafika Jakarta ini. 

Dari Timor Leste, Iwan menerima garapan mencetak buku-buku 

pelajaran sekolah. Karena kualitasnya terjaga dan tidak pernah 

telat, klien Bayu Mandiri pun terus bertambah. “Satu merasa puas, 

akhirnya mereferensikan ke temannya yang lain. Begitu seterusnya, 

jadi lebih banyak dari mulut ke mulut,” aku dia. 

Kini, dengan karyawan hampir 40 orang, tiap bulan Bayu Mandiri 

mencatat omzet Rp 300 juta. Menurut Iwan itu angka minimal, 

karena hanya impas untuk menutup gaji karyawan dan biaya operasional. 

Sementara aset usaha sudah menggelembung berlipat-lipat 

dalam wujud tiga mesin cetak—dua merek Komori dan Sakurai 

(Jepang), serta satu lagi merek Heidelberg (Jerman)--, juga tanah 

seluas 1.500 meter persegi yang akan dijadikan kantor baru. “Tiga 

mesin cetak itu kira-kira senilai Rp 2 miliar,” sebut Iwan. 

printing. That’s what I cacht,” said Iwan, who studies at Graphic 

School in Jakarta. 

From Timor Leste, Iwan get order to print school textbooks. 

Due to maintain quality and never break the deadline, Bayu 

Mandiri’s clients continues to increase. “One client feels satisfied, 

then he refers me to others. And so on. So, it is a lot more word of 

mouth business,” he said. 

Now, with nearly 40 staff, Bayu Mandiri makes turnover about 

Rp 300 million per month. According to Iwan, it is minimum figure. 

It is just breakeven to cover employee salaries and operational 

costs. However, his business assets had ballooned many times. 

Bayu Mandiri has three-printing machines; Komori and Sakurai 

from Japan, and Heidelberg from Germany, and 1,500 square meters 

of land that will be the new office. “Three printing machines is 

approximately Rp 2 billion,” Iwan said. 

Pertama cuma jadi broker, 

karena belum punya mesin cetak. 

Jadi modalnya benar-benar nyaris nol.” 

“At first, I was just a broker, 

because I don’t have any printing press. So, my capital to 

build my own printing business was really almost zero.” 

Itu belum termasuk unit bisnis CTP (computer to plate) di Jl 

Panglima Sudirman, Surabaya, serta cabang Bayu Mandiri di Malang 

yang juga berkembang pesat. “Cabang di Malang itu buka 

tahun 2007, sekarang sudah punya pekerja 10 orang,” imbuh 

bapak tiga anak ini. 

Iwan bertutur, turning point hidupnya terjadi tahun 2001. Dia 

nekat resign dari sebuah perusahaan swasta lantaran gajinya 

pas-pasan untuk menafkahi istri dan dua anak yang masih bayi. 

Belum lagi cicilan rumah terus menghantui tiap bulan. Sang istri, 

Purwo Damayanti, mendukung penuh keputusan Iwan. “Pertama 

cuma jadi broker, karena belum punya mesin cetak. Jadi modalnya 

benar-benar nyaris nol,” kata dia. 

That does not include the CPT (computer to plate) business 

unit in Jl Panglima Sudirman, Surabaya, as well as Bayu Mandiri 

branch in Malang which is also growing rapidly. “Malang branch 

was opened in 2007, and now it has 10 employees,” said the 

father of three children. 

Iwan says, the turning point of his life occurred in 2001. He was 

determined to resign from a private company, because his salary 

was barely not enough to support his wife and two baby kids. His 

salary was not enough to pay house mortgage each month. So, 

his wife, Damayanti Purwo, fully supported his decision to resign. 

“At first, I was just a broker, because I don’t have any printing 

press. So, my capital to build my own printing business was really 

almost zero,” he said. 


Jalan mulai terbuka setelah Iwan menangani pencetakan tabloid 

internal Semen Indonesia, Gapura. Akhirnya dia bisa menjadi 

mitra binaan Semen Indonesia dan mendapat pinjaman pertama 

tahun 2002 sebesar Rp 50 juta. “Uangnya saya gunakan untuk beli 

mesin cetak merek Hamada, karena itu yang paling murah. Lagian 

itu barang second,” kenangnya. 

Mesin cetak kedua dibeli tiga tahun kemudian, setelah Iwan 

memperoleh pinjaman dengan nilai sama dari Semen Indonesia. 

Bisnis Bayu Mandiri terus tumbuh seiring kian banyaknya jumlah 

pelanggan. “Tahun 2003 pernah dapat order dari Kupang senilai 

Rp 900 juta. Itu nilai yang besar. Dari keuntungannya saya bisa 

melunasi cicilan rumah,” tukasnya. 

Sertifikat rumah yang telah lunas itu lantas dia agunkan ke 

bank guna mencairkan kredit Rp 150 juta. Dana itulah yang dipakai 

untuk uang muka pembelian mesin cetak Heidelberg. Iwan 

mengakui, sukses usaha yang ditekuninya tak lepas dari sokongan 

Semen Indonesia. “Saya yakin, kalau dulu tidak punya mesin 

perkembangannya tidak akan secepat ini,” pungkasnya. (*) 

The business track began to open when Iwan handles the printing 

project of Gapura (internal tabloid of Semen Indonesia). Then, 

he become a trained partner of Semen Indonesia and got the first 

Rp 50 million loans in 2002. “I used the money to buy a printing 

machine Hamada, because of it was the cheapest and second 

hand machine,” he recalls. 

The second printing machine was purchased three years later, 

after Iwan obtained a loan with the same value from Semen Indonesia. 

Then, Bayu Mandiri business continues to grow with the 

increasing number of loyal customer. “In 2003, I ever got Rp 900 

million order from Kupang. It was a great value then. From the 

profit, I could pay off the house mortgage,” he said. 

Then, he uses his house certificate as collateral for bank loans 

of Rp 150 million. He used the loan to purchase Heidelberg printing 

machines. Iwan admitted the success of his business can’t be 

separated from the support of Semen Indonesia. “If I don’t have 

printing machine, I’m sure my business development will not be as 

fast as now,” he concluded. (*) 

60 


BAYU MANDIRI 

Pemilik : Iwan Dhamar S 

Jenis Usaha : Percetakan 

Alamat : Jl Prambanan 9 Surabaya 

HP : 0811343685 

Email : bayumandiri@yahoo.com, bayumandiri9@gmail.com 

Website : www.bayumandiri.com 



Pemenang II Semen Gresik Award 2009 kategori 

“Kepatuhan Terhadap Pengelolaan Administrasi” 

Owner : Iwan Dhamar S 

Type of Business : Printing 

Address : Prambanan 9, Surabaya 

Mobile phone : 0811343685 

Email : bayumandiri@yahoo.com, bayumandiri9@gmail.com 

Website : www.bayumandiri.com 

Being partner of Semen Indonesia : 2002 


Runner Up of 2009 Semen Gresik Award in 

‘Compliance Administration Management’ category 


Hj MUSFIAH 

Sukses Berkat Hobi 

dan Desakan Ekonomi 

Stronger Than 

Economic 

Pressure 

DESAKAN EKONOMI DAN HOBI, DUA KATA ITULAH YANG 

MEMBUAT IZZA COLLECTION SUKSES. USAHA YANG DIKELOLA 

DUA BERSAUDARA, MUSFIAH DAN SYAIFUL FUAD, INI PUNYA 

OMZET RP 500 JUTA SEBULAN. JILBAB IZZA LARIS MANIS KA- 

RENA MODELNYA BERAGAM DAN HARGANYA BERSAING. 

NEVER, EVER, EVER, EVER GIVE UP ON ECONOMIC PRESSURE. 

IT MAKES IZZA COLLECTION BECOME A SUCCESSFUL BUSI- 

NESS. RUN BY SIBLINGS MUSFIAH AND SYAIFUL FUAD, IT HAD 

A TURNOVER OF USD 500 MILLION PER MONTH. HIJABS BY 

IZZA COLLECTION ARE SOLD-OUT DUE TO DIVERSIFIED DE- 

SIGN AND COMPETITIVE PRICE. 

62 


JALAN BERLIKU ditempuh 

Musfiah untuk membesarkan 

Izza Collection. Tahun 1997, 

Musfiah yang menggondol 

gelar sarjana dari Fakultas 

Dakwah UIN Sunan Ampel 

Surabaya dihadapkan pada 

kenyataan pahit. Sang suami, 

Moch Ja’far, yang selama ini 

menjadi penopang utama 

ekonomi keluarga, meninggal 

dunia. Saat itu kedua putrinya, 

Sholichatul Nasichah baru 

berusia 3,5 tahun sedangkan 

Izzatur Rohmania Safitri 

menginjak usia 18 bulan. 

Tak ingin larut dalam kesedihan, 

Musfiah memutar otak 

bagaimana menyelamatkan 

keluarga kecilnya itu, walau 

statusnya single parent. Kebetulan, 

sejak muda Musfiah 

hobi menjahit. Dia sering 

coba-coba membuat jilbab 

atau mukena sendiri. Mulai 

memilih bahan, membuat 

model, memotong kain sampai 

menjahit, dilakukan sendiri. 

Meski begitu Musfiah tak 

serta merta membuka usaha 

sendiri. Keinginan kuat itu 

dipendam dulu mengingat 

tingginya desakan ekonomi 

untuk memastikan asap 

dapurnya tetap mengepul. 

Untuk sementara, sembari 

mengajar, dia turut mengambil order jahit dari pengusaha konfeksi 

di Gresik. “Selain menjahit, saya juga dipercaya untuk membuat 

model,” kisahnya. 

Di sela mengerjakan order, Musfiah membuat jilbab sendiri 

Izza itu kan artinya mulia. 

Harapan saya, mudah-mudahan 

apa yang saya kerjakan ini selalu 

tinggi dan mulia.” 

“Izza means noble. I hope whatever 

I do in business is always noble.” 

UP AND DOWN ROAD 

must be taken by Musfiah to 

raise Izza Collection business. 

In 1997, Musfiah faced 

a harsh reality. Her husband, 

Moch Ja’far, which has been 

the main economic pillar of 

her family, suddenly passed 

away. At that time, her two 

daughters were very young. 

Sholichatul Nasichah was still 

3.5 years old. Izzatur Rohmania 

Safitri was 18 months. 

Avoiding herself dissolve 

in grief, she push her brain 

on how to save her family 

with her new status as single 

parent. Musfiah, who got 

bachelor degree from the 

Faculty of Da’wa of UIN Sunan 

Ampel Surabaya, thought 

about business. 

Since she was young, 

Musfiah has a hobby to sew 

everything. She often tries 

to make her own hijab or 

mukena by herself. From 

choosing the materials, making 

design, cutting fabric to 

sew, to final touching, she 

does it by herself. 

Even so, Musfiah was not 

necessarily to open her own 

business. She even buried 

her strong desire to create 

her own business. Given the high economic pressure to ensure 

her kitchen works, she took job from other. She teaches at school 

and took sewing orders from a convection company in Gresik. 

“Fortunately, in addition to sewing, I was also trusted to make the 

design,” she said. 


di rumahnya yang beralamat di Dusun Banyuwangi RT 6/ RW III, 

Desa Banyuwangi, Kecamatan Manyar, Gresik. Mulanya dipasarkan 

ke para kerabat dan teman yang datang. Ternyata sambutannya 

bagus. Sampai akhirnya dia memberanikan diri membeli 

bahan sendiri ke Surabaya. Modalnya? “Saya jual cincin nikah. 

Saya ingat, waktu itu laku Rp 170 ribu. Uangnya langsung saya 

bawa ke Pasar Kapasan Surabaya untuk beli bahan,” tuturnya. 

Merasa sudah mendapatkan pasar dan kondisi keuangan mulai 

membaik, Musfiah tidak lagi mengambil order jahitan dari luar. 

Dia total merintis usaha sendiri. Sang adik, Syaiful Fuad yang 

waktu itu membuka warung kopi diajak serta. Musfiah menangani 

produksi, sedang sang adik bertanggung jawab mencari pelanggan 

dan pasar. 

Berharap produknya bisa diingat pelanggan sejak awal, jilbab 

buatan Musfiah langsung diberi merek. Dia memilih nama depan 

anak keduanya, Izza. “Izza itu kan artinya mulia. Harapan saya, mudah-mudahan 

apa yang saya kerjakan ini selalu tinggi dan mulia,” 

harapnya. Lambat laun usaha rumahan ini maju pesat. Musfiah 

mulai mempekerjakan tetangga kanan kiri untuk meladeni order 

yang kian menumpuk. Kepada mereka, Musfiah juga tak segan 

berbagi ilmu. Tak masalah 

bila ada karyawannya 

yang keluar karena ingin 

membuka usaha sendiri. 

Alhasil, kini di sekitar 

tempat tinggalnya ada 

puluhan usaha rumahan 

yang sedang tumbuh. 

“Rezeki Allah itu maha 

luas. Saya percaya, 

setiap kebaikan yang kita 

tanam pasti nantinya akan 

kembali pada kita, selama 

semua diniati dengan rasa 

ikhlas. Buktinya, sampai 

sekarang saya masih bisa 

berkembang. Begitu juga 

dengan warga sini yang 

dulu sebagian pernah ikut 

saya,” ujarnya. 

64 


In between doing the sewing order, Musfiah made her own 

hijab design in her home at at Dusun Banyuwangi RT 6 / RW III, 

Desa Banyuwangi, Kecamatan Manyar, Gresik. At first, she sells the 

hijabs to her relatives and friends who visit her house. It turned out 

that people love her product. So, finally, she bought the materials 

to Surabaya. 

How about the first capital? “Well, I sell my wedding ring. I remember 

it was sold for Rp 170 thousand. I took the money directly 

to the market to buy materials at Kapasan market in Surabaya,” 

she said. 

After getting her own market and her financial conditions 

began to improve, Musfiah no longer take sewing orders from 

outside. She totally builds her own business. She asked her little 

brother, Saiful Fuad, who run a coffee shop then, to run her business. 

Musfiah takes care of production, Saiful handles customers 

and markets. 

Hoping her product can be in customer’s mind from the beginning, 

Musfiah immediately gives brand to all her hijab. She names 

after her hijab Izza as her second child’s name. “Izza means noble. 

I hope whatever I do in 

business is always noble,” 

she said. Gradually, this 

home-based business 

begins to thrive. Musfiah 

started hiring her close 

neighbor to handles the 

mounting orders. To 

neighbors who help her, 

Musfiah do not hesitate 

to share knowledge. She 

never complains when 

some of her employees 

resign and open their 

own business. 

As a result, in her 

neighborhood there are 

dozens of home-based 

hijab making businesses 

now. “Fortune from God

Musfiah tak menyangkal, Semen Indonesia turut berperan 

dalam menyukseskan usahanya. Pinjaman modal yang diterimanya 

tahun 2006 sangat berarti, apalagi waktu itu pesanan 

sedang banyak-banyaknya. Tawaran kredit memang banyak, 

tapi rata-rata bunganya tinggi. “Awalnya juga ragu, janganjangan 

nanti urusannya sulit dan sama saja dengan yang lain,” 

aku perempuan kelahiran 12 Oktober 1968 ini. 

Dugaanya ternyata salah. Proses menjadi mitra binaan Semen 

Indonesai sangat mudah. Bahkan, manajemen perusahaan 

semen milik pemerintah itu kerap jemput bola menguruskan 

segala dokumen yang diperlukan. Pertama gabung, 

Musfiah mendapat pinjaman modal sebesar Rp 8 juta. Setelah 

itu, terus berkembang sampai yang terakhir dapat Rp 50 juta 

pada 2012. Di tahun itu, Izza Collection menyabet penghargaan 

Semen Gresik UKM Award. “Kami kerap diajak ikut 

pameran, salah satunya Inacraft di Jakarta tahun itu juga,” 

kenangnya. 

Berbagai pameran yang diikuti membuat pesanan makin 

banyak, bahkan dari Lombok dan Makassar. Mereka tertarik 

dengan produk Izza Collection karena modelnya beragam, di 

samping harganya yang bersaing. Musfiah sengaja mengambil 

laba tidak terlalu banyak, namun kualitas tetap dinomorsatukan. 

Saat ini, dua hari dalam sepekan (Selasa dan Jumat) 

dia wajib mengirim barang ke Lombok (NTB) dan Makassar 

(Sulsel). Ini pula yang membuat Musfiah menolak order dari 

Surabaya dan sekitarnya. “Bukannya sombong, tapi tenaganya 

memang tidak mengatasi,” ungkapnya. 

Kini ada 31 karyawan yang bekerja di Izza Collection dengan 

tanggung jawab masing-masing, mulai menjahit, merajut 

dan menyulam. Namun Musfiah dan Syaiful Fuad tetap 

mengawasi ketat agar kualitas produknya terjaga. Berkat 

usaha ini keduanya bisa menambah aset pribadi. Dua buah 

mobil, sebidang tanah dan sebuah rumah di daerah Sidayu, 

Gresik, bisa dibeli. Sedang kedua anak Musfiah tengah menempuh 

studi di Malang. 

Anak pertama di Fakultas Bisnis Internasional Universiis 

very vast. I believe, every seed of kindness that we plant 

will definitely be back to us as a plant which bear fruits –as 

far as our intention with sincerity. You want proof? Until now, 

my business keeps on growing. So does the business of my 

neighbor who worked for me in the past,” she said. 

Musfiah admits Semen Indonesia plays a big role in her 

success in business. Capital loan she received in 2006 was 

very significant, especially it was the time when she got so 

many orders. She also got many credit offers, but she refuse 

them due to high interest rates. “Originally, I also hesitant 

to receive loans from Semen Indonesia. I thought, it could 

be complicated and tantamount as others creditor,” says the 

woman who was born in October 12, 1968. 

And, her allegation was wrong. The process of becoming 

trained partners of Semen Indonesia is very easy. In fact, the 

management of the government-owned cement company 

often arranges all the necessary documents. 

At first, Musfiah obtained Rp 8 million capital loan. After 

that, the loans continue to grow until she got Rp 50 million 

in 2012. In that year, Izza Collection won Semen Gresik SME 

Award. “I am often invited to participate in exhibition, one of 

which was Inacraft in Jakarta that year,” she recalls. 

Various exhibitions make her gets more and more orders, 

even from Lombok and Makassar. Consumers are interested 

in her product because the designs are diverse and the price 

is competitive. Musfiah deliberately take profit not too much, 

however she puts quality as number 1 matter. 

Currently, every Tuesday and Friday, she must send her 

products to Lombok in West Nusatanggara and Makassar in 

South Sulawesi. It makes Musfiah refuse orders from Surabaya. 

“I don’t have enough time and power to handle,” she 

said. 

Now, at Izza Collection, there are 31 employees with their 

respective responsibilities, from sewing, knitting, embroider- 


tas Brawijaya, sementara adiknya di Universitas Islam Negeri 

Malang. “Si sulung awal tahun 2016 ini harus melanjutkan studi 

ke Selandia Baru selama satu semester. Alhamdulillah, dari usaha 

ini kami bisa menanggung seluruh biaya pendidikan mereka,” 

pungkasnya. (*) 

ing, packaging to marketing. Musfiah and Syaiful Fuad supervise 

closely to make sure the product quality is maintained. 

Thanks to the business, Musfiah and Syaiful both can add their 

personal assets. Two cars, a piece of land and a house in Sidayu 

Gresik, can be purchased. Both of Musfiah’ daughter are now 

studying in Malang. The first daughter is in Brawijaya University to 

study International Business. The other is in State Islamic University. 

“The eldest, at beginning of 2016, starts to study in New 

Zealand for a semester. Alhamdulillah. From this business, I can 

bear the entire cost of their education,” she concluded. (*) 

IZZA COLLECTION 

Pemilik : Hj Musfiah 

Alamat : Dusun Banyuwangi RT 6/ RW III, 

Desa Banyuwangi, Kecamatan Manyar, Gresik 




Owner : Hj Musfiah 

Address : Dusun Banyuwangi RT 6 / RW III, 

Desa Banyuwangi, Kecamatan Manyar, Gresik 


Workers : 31 people 


66 


RIZANTY TUAKIYA 

DARI GARASI 

BERBUAH UPAKARTI 

DIBANTU SEORANG PEMBANTU RUMAH TANGGA, TAHUN 

2003 RIZANTY TUAKIYA MERINTIS USAHA BERJUALAN BUSANA 

MUSLIM DI GARASI MOBIL. MERASA DAGANGANNYA SAMA 

DENGAN TOKO-TOKO BUSANA YANG LAIN, OTAKNYA BER- 

PIKIR KERAS. SETAHUN KEMUDIAN LAHIRLAH BUSANA PRODUK 

SENDIRI DENGAN LABEL RASYIDA ALAM. 

IN 2003, RIZANTY TUAKIYA WAS ASSISTED BY A HOUSEKEEPER 

TO START BUSINESS BY SELLING MUSLIM CLOTHING AT HER 

GARAGE. FEELING HER MERCHANDISE WAS AS THE SAME AS 

OTHER CLOTHING IN OTHER STORES, HER BRAIN STARTED TO 

THINK HARD. A YEAR LATER, RASYIDA ALAM WAS BORN AS 

FASHION PRODUCTS WITH HER OWN LABEL. 

From Garage to 

Upakarti Award 


ANEKA BUSANA MUSLIM untuk perempuan itu dikulak dari 

Pasar Tanah Abang, Jakarta. Selain memajangnya di garasi 

rumah Jl Gayungsari Timur MGM 18 Surabaya, sekali waktu dia 

juga mengikuti pameran atau bazar. Dari sana Shanty, panggilan 

akrabnya, jadi tahu baju-bajunya tidak beda dengan milik pedagang 

lain. “Lalu saya mikir, kenapa tidak bikin baju sendiri saja? 

Biar beda dengan yang lain dan bisa menentukan margin sendiri,” 

kisahnya. 

Tahun 2004 mulailah dia memproduksi busana muslim sendiri, 

dengan merek Rasyida Alam. Itu merupakan akronim dari nama 

AT FIRST, various Muslim clothing for women was bought 

from Tanah Abang in Jakarta and she sold them at her garage 

at Jl Gayungsari Timur MGM 18 Surabaya. Once in a time, she 

also attended at some exhibitions or bazaar. From there, Shanty, 

her nickname, knows the clothes she sells were not different to 

clothes from other traders. “Then I think why I don’t make my own 

clothes? Let it be different from the others, and I can determine 

my own margin,” she said. 

In 2004, she began producing her own Islamic clothing with 

Rasyida Alam brand. It is an acronym of the names of her two 

68 


kedua anak dan suaminya, yaitu Ra (M Ramadan Alamsyah Putra), 

Syida (M Al Syidat Alamsyah Putra), dan Alam (Yudi Alamsyah). 

Wawasan Santy makin luas usai mengikuti Pekan Raya Jakarta 

tahun 2005, sehingga muncul ide membuat busana muslim bernuansa 

ektnik. 

Kesan etnik itu diwujudkan dalam pemilihan bahan batik 

maupun tenun, serta motif lukisan. “Awalnya yang saya angkat 

memang lukisan di atas busana, tapi temanya tetap etnik. Misalnya 

wayang,” tambahnya. Karya pertama itu berbuah penghargaan 

SmesCo Award 2008 dari Kementerian Koperasi dan UKM, 

kategori produk fesyen. 

Mendapat respons bagus dari konsumen, Shanty makin teguh 

dengan pilihannya mengangkat busana muslim etnik. Bahan kain 

batik dan tenun dia buru dari berbagai daerah di Indonesia. Ada 

tenun Bima, Jepara, Bali, NTT, juga NTB. “Batiknya dari Jatim, 

Jateng dan Jabar. Ide desainnya lebih banyak saya cari di internet, 

termasuk baju-baju luar negeri. Nanti tinggal disesuaikan dengan 

karakter busana muslim saja,” papar lulusan D-3 FMIPA Unair, 

Surabaya, jurusan Fisika ini. 

Merasa belum cukup, Shanty membuat terobosan dalam 

melayani pelanggan. Dia berani menggratiskan ongkos jahit bila 

pengerjaan bajunya telat atau melewati deadline. Pelanggan jadi 

children and her husband. Ra from M. Ramadan Alam Putra, Syida 

from M. Al Syidat Alam Putra, and Alam from Yudi Alam. Shanty 

got more extensive insight after attending 2005 Jakarta Fair 

that brought out the idea of making ethnical fashion for Muslim 

women. 

The ethnic theme was manifested in the selection of woven 

and batik materials and painting motif. “At first, I took the painting 

on clothing with ethnic theme. For example, wayang theme,” 

she added. Well done. Her first work got 2008 SmesCo Award in 

fashion product category, from the Ministry of Cooperatives and 

SMEs. 

Getting a good response from consumers, Shanty becomes 

more firmly with her choice to take ethnic sense in Muslim fashion. 

So, she must look for batik fabric and woven fabric from various 

regions in Indonesia. She got woven fabric from Bima, Jepara, 

Bali, East Nusatenggara, West Nusatenggara. “I also got batik 

from East Java, Central Java and West Java. I get design ideas 

much more from the Internet, including from foreign clothes. 

Then, I combine all into to the specific character of Muslim 

fashion,” said Shanty who got diploma from Science Faculty of 

Airlangga University, Surabaya, majoring in Physics. 

Feeling not have been enough, Shanty made a breakthrough in 


puas dan jumlahnya makin banyak, sehingga 

di tahun 2006 dia mulai ‘terusir’ 

dari rumah. “Pertama usaha di garasi, 

karena penuh lalu nambah di ruang atas, 

ruang tengah, sampai seluruh ruangan 

habis. Akhirnya saya keluar dan kontrak 

rumah sendiri,” ujarnya. 

Tahun 2012, seiring laju usaha yang 

makin bagus, Shanty membeli rumah 

di Jl Kebonsari Sekolahan 14 Surabaya, 

yang dijadikan workshop sampai 

sekarang. Dibantu 40 karyawan yang 

sebagian besar warga sekitar, dalam 

sebulan Rasyida Alam bisa memproduksi 

500 potong busana muslim. 

Harganya beragam, dari yang termurah 

Rp 200 ribu sampai busana terusan 

Abaya yang mencapai Rp 1,5 juta. 

Pengusaha UKM kelahiran Surabaya 29 

Agustus 1969 ini punya lima outlet untuk 

memajang karyanya, yaitu dua di Jembatan 

Merah Plaza (JMP), Royal Plaza, 

City of Tomorrow (Cito), dan rumah 

lamanya di Gayungsari. 

Di samping outlet dan dari pameran 

ke pameran, antara lain ke China serta 

Malaysia, Shanty mengaku memasarkan 

produknya via medsos. Entah itu facebook, 

instagram, WhatsApp, ataupun 

line. “Nggak perlu buka toko banyakbanyak, 

promosi lewat online saja sambutannya 

luar biasa. Di China pasarnya 

memang bagus, makanya dua kali saya 

pameran di sana,” beber mantan sales 

promotion manager sebuah perusahaan 

minuman ini. 

Dengan omzet penjualan rata-rata 

Rp 200 juta perbulan, Rasyida Alam 

mampu menghidupi puluhan karyawan. 

Nggak perlu 

buka toko 

banyak-banyak, 

promosi lewat online 

saja sambutannya 

luar biasa.” 

“No need to open more stores. 

By using online promotion, 

I also get lots of orders.“ 

serving customers. She dared to eliminate 

the cost of sewing if her workmanship 

came late or passed the deadline. 

It makes her customers feel so satisfied. 

And she got more and more customer. 

So, in 2006 she was ‘expelled’ from her 

house. 

“At first, my business was in the garage. 

However, my garage was so full. 

Then, my business conquered the upper 

room, living room, until the entire room. 

Finally, I should get out of the house 

and rented other house for home,” she 

said. 

In 2012, as her business growing better, 

Shanty bought a house in Jl Kebonsari 

Sekolahan 14 Surabaya and she used 

it as her workshop until now. Assisted by 

40 employees, mostly local residents, 

Rasyida Alam can produce 500 pieces of 

Muslim clothing in a month. 

The price varies; from Rp 200 thousand 

the cheapest to Rp 1.5 million for 

Abaya outfit. Shanty has five outlets 

to display her work; two in Jembatan 

Merah Plaza, and each one in Royal 

Plaza, City of Tomorrow, and her house 

in Gayungsari. 

Shanty sells her product in her outlet 

and in exhibitions, including in China 

and Malaysia. She also markets her 

products via social media; Facebook, 

Instagram, WhatsApp, or Line. “No 

need to open more stores. By using online 

promotion, I also get lots of orders. 

China’s market is good, so I participates 

in exhibition there twice,” said the 

former sales promotion manager of a 

beverage company. 

70 


Itu belum termasuk lima mitra kerja yang mendukung operasional 

usahanya, yaitu tim bordir Sidoarjo, tim payet dan dompet di 

Bangil, penjahit di Malang, serta tim kaos ciput di Surabaya. Bila 

ditotal, ada sekitar 48 orang yang menyokong proses produksi 

dari luar workshop. 

Nilai lebih inilah yang membuat Rasyida Alam 

diganjar penghargaan Upakarti 2012 Kategori 

Jasa Pengabdian dari Pemerintah RI, 

bidang usaha Industri Tekstil, yang diserahkan 

Presiden Susilo Bambang 

Yudhoyono. Shanty menuturkan, 

ada hal-hal sederhana yang dia 

lakukan sehingga bisnisnya 

bisa berkembang seperti 

sekarang. 

Pertama, jangan 

mengukur keuntungan 

usaha melulu dari hasil 

penjualan. Justru berusaha 

bertindak efisien 

akan sangat membantu 

menambah keuntugnan. 

“Contohnya, 

untuk menghindari 

lupa, tulis jadwal bayar 

di meja kerja. Ini penting 

agar kita terhindar dari 

denda keterlambatan, 

terhindar dari malu karena 

ditagih, dan yang terpenting 

menjadi lebih dipercaya,” ingat 

pengusaha binaan Semen Indonesia 

sejak 2014 ini. 

Soal karyawan, jangan anggap mereka 

sebagai pegawai atau sekadar aset, namun bagian 

dari keluarga besar. Berbagi keuntunganlah dengan mereka, 

sekecil apa pun, bahkan ketika perusahaan sedang tidak untung. 

“Kami telah beritikad menyisihkan keuntungan untuk memberangkatkan 

karyawan naik haji, paling tidak satu tahun satu karyawan. 

Semoga Allah meridhoi,” harapnya. (*) 

With an average sales turnover of Rp 200 million per month, 

Rasyida Alam is able to support dozens of employees. It also 

empowers five business operations partners; the embroidery team 

in Sidoarjo, sequins and wallets team in Bangil, tailors in Malang, 

and ciput shirt wear in Surabaya. Total, there are 48 people who 

support the production process from outside her workshop. 

This added value makes Rasyida Alam was rewarded 

2012 Upakarti in Services Category from 

the government, handed by President 

Susilo Bambang Yudhoyono. 

Shanty said, there are some 

simple things that she does 

to make her business grows 

as it is now. First, do not 

measure your business 

fortune from solely the 

sale. Actually, trying to 

act efficiently would 

help add fortune and 

profit. “For example, to 

avoid forgetfulness and 

negligence, write your 

payment schedule on 

your desk. This is important 

so you can avoid 

late charges, avoiding 

prudency and shame 

because you’re billed, and 

the most importantly is you 

must be more credible,” said 

the businesswoman who becomes 

Semen Indonesia partner 

since 2014. 

About employees, never consider 

them as just an employee or just an asset, 

but consider them as part of a big family. Share 

your fortune with them, no matter how small, even when the 

business is not profitable. “We set aside some profits to send my 

employee for pilgrimage to Mecca, at least one year one employee. 

May God bless us,” said Shanty, who was born in Surabaya, 

August 29, 1969 . (*) 


RASYIDA ALAM 

Pemilik : Rizanty Tuakiya 

Produk : Baju muslim etnik 

Rumah : Jl Gayungsari Timur MGM 18 Surabaya 

Workshop : Jl Kebonsari Sekolahan 14 Surabaya 


Omzet : Rp 200 juta 


Email : shantytuakiya@yahoo.com 

HP : 0821 3141 2941 

Owner : Rizanty Tuakiya 

Products : Muslim clothing with ethnic style 

Home : Jl Gayungsari Timur MGM 18 Surabaya 

Workshop : Jl Kebonsari Sekolahan 14 Surabaya 


Turnover : Rp 200 million 


Email : shantytuakiya@yahoo.com 

Mobil phone : 0821 3141 2941 

72 


KATEGORI PRODUKTIF 

Tak sekadar mengasah 

naluri bisnis, 

pelaku usaha Mitra 

Binaan Semen Indonesia 

ini juga 

dibekali 

dengan berbagai 

pengetahuan dan 

pendampingan agar 

bisa terus tumbuh, 

produktif dan 

tangguh. 

Impossible 

is Nothing! 


SISKA SUMARTONO 

TAK BANYAK ORANG MAU 

MEMAKAI BAJU SULAM KARENA 

DIANGGAP KETINGGALAN ZA- 

MAN. TAPI, BERKAT TANGAN KRE- 

ATIF SISKA SUMARTONO, BAJU 

SULAM BERUBAH JADI BUSANA 

EKSKLUSIF SEKALIGUS ELEGAN. 

KUNCINYA TERLETAK PADA MOTIF 

DAN PILIHAN BAHAN. 

NOT MANY PEOPLE LIKE TO WEAR 

EMBROIDERY BECAUSE IT IS CON- 

SIDERED OBSOLETE. BUT, THANKS 

TO CREATIVE HANDS OF SISKA 

SUMARTONO, EMBROIDERED 

CLOTHES IS TURNED INTO EX- 

CLUSIVE AND ELEGANT FASHION. 

THE KEY LIES IN THE MOTIF AND 

CHOICE OF MATERIALS. 

Lejitkan Baju Sulam 

ke Kalangan Atas 

Kicks Embroidery Clothes 

to Upper Class 

74 


Ide itu harus 

menabrak batas. 

Kalau yang begitu-begitu 

saja sudah biasa.” 

“Well, I must think out-of-the-box. 

If just doing the same thing, there 

will be no innovation. 

SOAL MOTIF, Siska tak segan menggali ide dari berbagai sumber. 

Mulai mengamati flora-fauna di alam, majalah fashion, hingga 

memelototi gaya desain Net-a-Porter hingga Dolce & Gabbana. 

“Saya lihat mana saja karya desainer luar negeri yang bisa diadaptasi 

dengan karakter Indonesia. Produk fashion kan harus selalu 

berkembang agar digemari anak muda,” katanya. 

Dengan label Sari Ronche, perempuan kelahiran Surabaya 

tahun 1970 ini fokus memproduksi baju berhias sulam benang, 

serta aneka craft macam sapu tangan, bros, maupun tas. Di rumah 

sekaligus workshop yang terletak di Jl Karangmenjangan VIII/4 

Surabaya, setiap hari Siska menuangkan ide-ide kreatifnya yang 

berbuah baju eksklusif dan elegan. Pelanggannya adalah kaum 

hawa dari kalangan menengah ke atas. 

Beberapa pesohor yang pernah mengenakan baju buatannya 

antara lain desainer ibukota Anne Avantie, Dirjen Industri 

Kecil dan Menengah Euis Saedah, serta istri mantan ketua DPR 

RI Setya Novanto. Mereka tertarik baju-baju Sari Ronche setelah 

melihatnya di ajang Indonesia Fashion Week 2012 di Jakarta. 

“Waktu itu saya bawa 100 potong baju sulam, saya siapkan enam 

FOR MOTIF, Siska doesn’t hesitate to explore ideas from various 

sources. She observes the flora and fauna in the wild, watches 

fashion magazines, or stares stylish design at Net-a-Porter or 

Dolce & Gabbana. “I always look for which overseas designer’s 

motif that can be adapted to Indonesia’s character. The fashion 

products should always be evolving to make it popular with young 

people,” said Siska, who was born in Surabaya 1970. 

With label Sari Ronche, she focuses on producing garments 

decorated with embroidery, and various kinds of craft such as 

handkerchief, brooch, or bag. In her home and also her workshop 

at Jl Karangmenjangan VIII/4 Surabaya, every day Siska pours her 

creative ideas to create exclusive and elegant clothes. Her clients 

are women from upper middle class. 

Some celebrities who wore her homemade clothes among 

other are designer Anne Avantie, Director General of Small 

and Medium Industry Euis Saedah, as well as the wife of former 

chairman of the House of Representatives Setya Novanto. They 

interested to Sari Ronche clothes after saw them at 2012 Indonesia 

Fashion Week in Jakarta. “At that time, I brought 100 pieces of 


ulan sebelumnya. Tak disangka dapat sambutan luar biasa,” 

tutur perempuan bernama lengkap Fransiska Romanna Dwi Enny 

Kusumawati ini. 

Dibantu sembilan pekerja, semuanya ibu rumah tangga warga 

sekitar tempat tinggalnya, dalam sebulan Siska mampu menghasilkan 

100 potong baju sulam sederhana. Bila desainnya rumit dan 

eksklusif, pengerjaannya lebih lama lagi. Baju-baju itu dihargai Rp 

300 ribu sampai Rp 6 juta, sedangkan untuk craft rata-rata dilepas 

dengan harga Rp 50 ribu. 

Siska tak menampik anggapan baju bikinannya relatif mahal. 

Bisa dipahami karena dia membuatnya limited edition. Untuk baju 

seharga Rp 3 juta ke atas, paling banter dia hanya memproduksi 

10 potong. “Itu pun tetap ada perbedaannya, misal desainnya 

sama tapi warnanya lain. Ya maklumlah, orang-orang menengah 

ke atas kan tidak suka kalau bajunya dikembari,” paparnya. 

Siska menggunakan benang DMC atau Rose 25 untuk membuat 

hiasan sulam di atas baju atau celana. Manakala butuh 

gambar yang tebal dan timbul dengan teknik bullion, dia gunakan 

benang cap Payung. “Pasar saya hampir di seluruh kota di Indonesia, 

tapi lebih banyak di Jakarta, Jogjakarta dan Bandung. Untuk 

luar negeri sudah sampai ke China, Singapura serta Belanda,” 

sebut istri Stefanus Sumartono ini. 

Pasar China terbuka setelah Siska menggelar pameran di 

Guangzhou, September 2013, atas sponsor Semen Indonesia. 

Masyarakat China yang sudah familiar dengan produk sulam 

tradisional mereka, ternyata kagum dengan kebaya sulam karya 

pengurus Persadir (Perkumpulan Pengusaha Bordir) Jatim ini. 

Hebatnya, Siska tak mau sekadar mengekor mode yang sedang 

tren. Pelan namun pasti, Sari Ronche didesain untuk menjadi 

pionir. Seperti langkah yang dilakukan dengan mengeksplorasi 

dua warisan budaya yakni batik dan tenun. Tak jarang dia harus 

berburu bahan hingga ke pelosok, mulai batik Pekalongan, tenun 

tradisional di beberapa desa di Jatim, sampai tenun Batak (ulos). 

Tak berhenti di situ, ide kreatif Siska juga menjamah bahan 

yang tak biasa. Sebut saja serat goni yang disulap jadi jas yang 

76 


embroidery clothing that I made six months earlier. Unexpectedly, 

I got extraordinary response,” said the woman who has birth name 

Fransiska Romanna Dwi Enny Kusumawati. 

Assisted by nine workers, all of them are housewives residents 

nearby, Siska within a month is capable to produce 100 pieces of 

simple embroidery clothing. If the design is meticulous and exclusive, 

the process will take much longer. The clothes are tagged Rp 

300 thousand to Rp 6 million, while the craft are Rp 50 thousand 

in average. 

Siska admits that her clothes are relatively expensive. It is 

understandable because she makes them as limited edition. 

For clothes worth RP 3 million and above, she only produces 10 

pieces. “Among them, there is still some difference. For example, 

they have the same design but different colors. Well, you know, 

the upper-middle class like exclusive clothes,” she explained. 

Siska uses DMC threads or Rose 25 threads to make embroidery 

ornaments on shirt or pants. When it needs thick and 

embossed picture with bullion techniques, she uses Payung-brand 

threads. “My market is almost in all major cities in Indonesia, 

especially Jakarta, Yogyakarta and Bandung. For overseas market, 

my product goes to China, Singapore and the Netherlands,” said 

the wife of Stephen Sumartono. 

China’s market was open after Siska participated in exhibition 

sponsored by Semen Indonesia in Guangzhou on September 

2013. Chinese, who are familiar with their traditional embroidery, 

was amazed by embroidered kebaya made by Siska. 

Remarkably, Siska doesn’t want merely trailing the current 

fashion trends. Slowly but surely, Sari Ronche is designed to be a 

pioneer. Such as, by exploring the cultural heritage of batik and 

weaving. Often, she must hunt for materials to remote areas, from 

Pekalongan batik, to traditional weaving from several villages in 

East Java, to ulos (Batak weaving) in North Sumatera. 

Siska’s creative idea also touches unusual materials. She can 

turn jute fibers into a very cool jacket, or patchwork into expensive 


sangat keren, atau baju-baju mahal berhana kain perca. “Ide itu 

kan harus menabrak batas. Kalau yang begitu-begitu saja sudah 

biasa. Harus ciptakan yang aneh tapi berkualitas,” kata pengusaha 

rumahan dengan omzet Rp 40 juta per bulan ini. 

Memulai usaha tahun 2007 dengan modal Rp 5 juta dan tiga 

pekerja, Siska berharap rumah sulam Sari Ronche tetap jadi rujukan 

kaum hawa yang menginginkan busana beda. Di samping itu, ibu 

Fransiskus Galih Sumartono, Imanuel Gading Sumartono dan Nikolas 

Ganesya Sumartono ini ingin usahanya langgeng dan bisa diwariskan. 

“Kuncinya pada motif dan penempatan gambarnya. Banyak 

orang bisa menyulam, tapi kalau penempatannya ngawur atau 

desain bajunya jadul, ya sulit diterima pasar sekarang,” ujar Siska 

yang belajar menyulam dari sang ibu, Maria Irmiana Suparni. 

Siska berkisah, begitu menamatkan pendidikan di STM Pembangunan 

Surabaya jurusan Teknik Kimia tahun 1990, menyulam 

masih dia jadikan kegaitan sambilan untuk mengisi waktu luang. 

Pandangannya mulai bergeser saat menjadi karyawati sebuah 

perusahaan kosmetik di Surabaya. 

clothes. “Well, I must think out-of-the-box. If just doing the same 

thing, there will be no innovation. I must create something strange 

but with good quality,” said Siska, whose home-based business 

makes Rp 40 million turnover per month. 

Siska learned embroidery from her mother, Maria Irmiana 

Suparni. Starting business in 2007 with a capital of RP 5 million 

and three workers, Siska hopes her embroidery home Sari Ronche 

remains a referral for women who want different fashion. She also 

wants her business last long and can be inherited. 

“The key is on the motif and the placement of picture. Many 

people can embroider. But, if the placement is inconsequential or 

the design is obsolete, it will be hard to penetrate market now,” 

said Siska, the mother of Fransiskus Galih Sumartono, Imanuel 

Gading Sumartono and Nikolas Ganesya Sumartono. 

After graduated from STM Pembangunan Surabaya of Chemical 

Engineering in 1990, she only embroidered to spend leisure 

time. Then, her view began to shift when she became an employee 

of a cosmetics company in Surabaya. 

78 


Pergaulan dengan kalangan model dan praktisi fashion, salah 

satunya desainer papan atas Ali Charisma, membuat Siska kian 

mantap mendalami keahlian menyulam. Awalnya diterapkan di 

busana yang dikenakan sendiri, lambat laun menyebar ke temanteman 

sekantor. Order pun mulai berdatangan meski promosinya 

hanya dari mulut ke mulut. “Sampai akhirnya saya putuskan keluar 

dari pekerjaan dan fokus di usaha ini,” kata pemenang Desain 

Fesyen Terbaik I pada Gelar Sepatu, Kulit dan Fesyen (SKF) 2015 

yang diadakan Kementerian Perindustrian RI ini. 

Sari Ronche makin membesar setelah banyak yang suka 

dengan karya-karya Siska. Ini pula yang mengantarnya berkenalan 

dengan Semen Indonesia. Suatu ketika, saat pameran di 

Palangkaraya, Siska duduk bersebelahan dengan karyawan Semen 

Indonesia yang juga ikut pameran. Dari obrolan singkat itu, Siska 

akhirnya menjadi mitra binaan BUMN penghasil semen tersebut. 

Ujung-ujungnya dia diajak pameran ke Guangzhou, China. 

Kini hari-hari Siska juga disibukkan dengan mengisi workshop 

atau seminar yang digelar Disperindag Jatim ke daerah-daerah 

sentra garmen. Antara lain ke Madiun, Tulungagung, Trenggalek, 

dan Surabaya. “Saya pernah juga mengajar narapipada di lapas 

Jombang tentang pemanfaatan limbah garmen,” beber penulis 

buku Trendi dengan Busana Tenun (Kreasi Busana Tenun Nusantara) 

ini. (*) 

Getting along with models and fashion practitioners, one of 

them is top designer Ali Charisma, made Siska strengthens her 

heart to be embroidery expert. Initially, she put the embroidery on 

garment she wore and it gradually spread to her friends at work. 

Then, orders began to arrive despite her promotion was just by 

word of mouth. “Finally, I decided to quit my job and focus on 

this business,” said the winner of Best Fashion Design on Shoes, 

2015 Leather and Fashion Performance (SKF), held the Ministry of 

Industry. 

Sari Ronche expands bigger. It is also Sari Ronche that drove 

Siska be acquainted with Semen Indonesia. In an exhibition in 

Palangkaraya, Siska sat adjacent to Semen Indonesian employees. 

From a brief conversation, Siska eventually became the skilled 

partners of the state-owned cement industry. At least, she was 

invited to an exhibition in Guangzhou. 

Now, Siska gives workshop or seminar held by Department 

of Industry and Commerce in East Java office. The workshop or 

seminar is in garment center areas, such as Madiun, Tulungagung, 

Trenggalek, and Surabaya. “I also ever taught in Jombang prisons 

about garment waste utilization,” said the author of Trendy with 

Weaving Clothes. (*) 

SARI RONCHE 

Pemilik : Siska Sumartono 

Produk : Baju dan craft sulam 

Rumah/Showroom : Jl Karangmenjangan VIII/4 Surabaya 



Telp : 031-5034676 

HP : 0821 3943 4505 

Email : siskas32@gmail.com 

Owner : Siska Sumartono 

Product : Embroidered clothes and craft 

Home/Showroom : Jl Karangmenjangan VIII/4 Surabaya 



Telephone : 0315034676 

Mobile phone : 082139434505 

Email : siskas32@gmail.com 


SISILIA SANDRA 

Kolaborasi Ibu-Anak 

Hasilkan Paten 

Mom-Daughter Collaboration Get’s Patent 

AKHIR 1970 HINGGA 1980-AN MENJADI MASA SURAM BAGI 

BATIK LASEM. GEMPURAN BATIK PEKALONGAN DAN SOLO 

MEMBUAT KAIN BERGAMBAR DARI KABUPATEN REMBANG INI 

MATI SURI. BATIK LASEM BANGKIT LAGI SETELAH (MANTAN) 

PRESIDEN SUSILO BAMBANG YUDHOYONO MENCANANGKAN 

2 OKTOBER 2009 SEBAGAI HARI BATIK NASIONAL. 

THE LATE 1970S AND EARLY 1980S WAS A BLEAK PERIOD FOR 

BATIK LASEM. THE MARKETING ONSLAUGHT FROM BATIK PEKA- 

LONGAN AND BATIK SOLO MADE THE PICTORIAL BATIK CLOTH 

OF REMBANG DISTRICT ALMOST HALF-DEAD. THEN, BATIK LASEM 

WAS RE-AWAKEN AFTER (FORMER) PRESIDENT SUSILO BAMBANG 

YUDHOYONO LAUNCHED OCTOBER 2 AS DAY OF BATIK IN 2009. 

80 


TAHUN ITU menjadi kelahiran Nathania Art, 

rumah batik tulis milik Sisilia Sandra yang beralamat 

di Desa Babagan, RT 8/RW II Nomor 5, Kecamatan 

Lasem, Kabupaten Rembang. Cobaan kedua datang 

ketika negeri ini ditimpa krisis moneter 1997-1998. 

Situasi perekonomian yang lesu membuat berbagai 

sektor usaha ikut terjerembab, termasuk batik. 

Beruntung Pemprov Jateng maupun Pemkab 

Rembang tanggap. Tak ingin batik Lasem punah, 

para perajin digelontor berbagai program agar 

usaha mereka bangkit lagi. Perajin batik di Rembang, 

khususnya dari Lasem, diberangkatkan ke 

Pekalongan, Solo, Jogjakarta, dan Madura untuk 

studi banding. Selain itu, Pemkab Rembang juga 

rajin mengadakan pameran batik ke berbagai kota 

besar, antara lain Jakarta dan Bandung. Alhasil, 

pamor batik Lasem pun terkerek lagi. 

“Saya mulai usaha tahun 2009 dengan tiga 

pekerja, modalnya sekitar Rp 10 juta. Itu untuk beli 

kain, pewarna, dan mengongkosi karyawan,” ungkap 

Sisilia Sandra. Nathania Art melempar produk 

ke pasaran tanpa merek. Meski begitu pelanggan 

sudah hafal ciri khas kain batik buatan Sisil—panggilan 

akrab perempuan yang lahir di Surabaya, 6 

April 1978, ini—dan para perajinnya, terutama dari 

sisi motif dan warna. 

Lerek, sekar jagad, krecak, naga, watu pecah dan 

lok can adalah beberapa motif yang banyak diproduksi 

karena laris di pasaran. Sisil dan sang ibu, 

Lilis Kimiati, yang juga perajin batik, terus berkarya 

untuk melahirkan motif-motif baru. Salah satu karya 

kolaborasi ibu dan anak ini adalah batik tulis motif 

Pagi Sore Lerek Taman Bunga yang menghasilkan 

hak paten dari Dirjen Hak Kekayaan Intelektual (HKI) 

tahun 2015. “Idenya dari kami berdua, terus dikerjakan 

sama perajin. Untuk hak patennya, semua 

diurus oleh Semen Indonesia,” cetusnya. 

Bagi Sisil, paten sangat penting untuk melindungi 

karya orisinalnya dari ulah nakal penjiplak. Di sisi 

IN THAT YEAR, Nathania Art was born. The batik 

house belongs to Sisilia Sandra is located in Babagan 

village, RT 8 / RW II No. 5, Lasem District, Rembang. 

However, another catastrophe came when the country 

was overwritten by 1997-1998 monetary crises. The 

sluggish economic situation made various business 

sectors decline, including batik business. 

Luckily, Rembang Regency Government and Central 

Java Provincial Government were responsive. Not 

wanting batik Lasem went extinct, the government 

gave the batik artisans various programs so that their 

business to rise up again. Batik artisans in Rembang, 

especially from Lasem, were dispatched to Pekalongan, 

Solo, Yogyakarta and Madura for comparative 

studies. In addition, Rembang regency government 

diligently held some batik exhibition to major cities 

such as at Jakarta and Bandung. As a result, the prestige 

of batik Lasem is raised again. 

“I started the business in 2009 with three employees 

and about Rp 10 million of capital investment. 

That was for buying fabric, dyer, and employee’s 

salary,” said Sisil, the nickname of the businesswoman 

who was born in Surabaya, April 6, 1978. Nathania 

Art sent products to market without specific brand. 

Even so, the customer has already well-known with 

the characteristic of batik cloth made by Sisil and her 

craftsmen, especially in the motifs and colors. 

Lerek, sekar jagad, krecak, naga, watu pecah and lok 

can are several motifs that they produce due to high 

demand in market. Sisil and her mother Lilian Kimiati, 

which also batik artist, continue to work to produce 

new motifs. One of their collaborative works is motif 

Pagi Sore Lerek Taman Bunga that got patents from the 

Directorate General of Intellectual Property Rights in 

2015. “The idea came from the two of us, and then it 

was produced by our craftsmen. For getting the patent, 

everything was handled by Semen Indonesia,” Sisil said. 

For Sisil, patent is very important to protect her 

original works from the skittish cheater. On the other 


lain, hak eksklusif itu menjadi semacam pembuktikan 

bahwa produk Nathania telah diakui secara 

nasional. “Ada puluhan motif yang telah saya 

ciptakan, saya lupa persisnya. Saya juga membuat 

motif khusus menjelang hari raya Imlek, Natal atau 

Idul Fitri,” lanjut ibu satu anak ini. 

Bila batik Imlek didominasi warna merah, kuning 

dan hitam, maka motif Natal bernuansa hijau. 

Sedangkan idul fitri, menurut Sisil, “Lebih bebas, 

baik warna maupun motifnya. Yang penting baru 

dan bisa untuk merayakan lebaran.” Dari sisi harga, 

batik Nathania terbilang umum-umum saja. Artinya 

tidak terlalu mahal, pun tidak juga murah. 

Batik satu warna dibanderol Rp 125 ribu per 

potong, dua warna Rp 150 ribu, tiga-empat warna 

mulai harga Rp 400 ribu, dan yang paling mahal 

adalah batik motif klasik yang pembuatannya 

makan waktu satu hingga dua bulan. “Harga batik 

klasik yang paling murah Rp 1 juta. Maklum, pembuatannya 

lebih lama dan njelimet,” ujarnya. 

Bila dirata-rata, dalam seminggu Sisil mampu 

memproduksi 50 lembar batik tulis. Tak perlu 

susah-susah memasarkan batik berbahan kain mori 

primis dan prima itu, karena begitu keluar rumah 

produksi sudah ludes terjual. Tak heran bila Nathania 

sampai sekarang tidak punya satu outlet pun. 

“Soalnya sudah dipesan oleh para bakul (pedagang) 

dari luar kota. Ada yang dari Surabaya, Semarang, 

Jogjakarta, sampai Jakarta. Paling banyak 

dari Surabaya,” beber perajin dengan omzet Rp 50 

juta sebulan ini. 

Sisil mengakui dari sisi pemasaran pihaknya 

tidak pernah mendapatkan masalah. Justru, 

seringkali dia tidak mampu melayani pesanan 

pelanggan. Meningkatkan volume produksi hampir 

tidak mungkin karena keterbatasan tenaga kerja. 

Nathania memiliki 10 tenaga kerja, lima di antaranya 

pembatik, namun jumlah tenaga borongannya 

justru lebih banyak. 

hand, the patent also became a kind of proving that 

Nathania’s product has been recognized nationally. 

“There are dozens of motifs that I have created. I 

don’t remember how many exactly. I also made a 

special motif for Chinese New Year, Christmas or 

‘Eid,” said the Sisil, the mother of one child. 

Batik for Chinese New Year is predominantly red, 

yellow and black. Batik for Christmas is with shades 

of green motif. “Batik for ‘Eid…,” according Sisil, 

“…is free in color and motif. The more important 

is the batik should be new and able to be used to 

celebrate ‘Eid.” 

Nathania’s batik price is not too expensive or too 

cheap. Batik with one color costs Rp 125 thousand 

per piece. Two colors batik is Rp 150 thousand. 

Three to four colors batik is Ro 400 thousand or 

more. The most expensive is classic motif, which 

takes one to two months to create. “The price of 

the cheapest classical batik is Rp 1 million. Understandably, 

the making process is longer and more 

complex,” she said. 

Sisil in a week can produce 50 pieces of batik. It 

is not hard for her to market batik made of primis 

and prima mori. Out from her production house, 

the batiks are already sold. No wonder that Nathania 

until now does not have any specific outlet. “All 

were just ordered by traders from out of town. The 

traders are from Surabaya, Semarang, Jogjakarta, 

and Jakarta. Most of them come from Surabaya,” 

said Sisil who gets turnover of Rp 50 million per 

month. 

Well, Sisil never gets problems from the marketing 

aspect. Instead, she sometimes can’t fulfill 

customer’s orders. It is almost impossible for her to 

increase the volume of production due to limited 

manpower. Nathania has only 10 workers, five of 

them are batik artists. 

However, she has more contract workers. Sisil 

82 


Kata Sisil, ada 20 pembatik yang 

mengambil order dari Natahia untuk dikerjakan 

di rumah. “Usianya rata-rata di atas 40 

tahun. Satu orang biasanya mengambil garapan 

dari tiga juragan, soalnya di Lasem ini 

kekurangan tenaga pembatik,” katanya lagi. 

Diakuinya, sejak menjadi mitra binaan 

Semen Indonesia tahun 2013, pertumbuhan 

usaha Nathania semakin kencang. Dua 

kali mendapat pinjaman modal, masingmasing 

senilai Rp 40 juta dan Rp 50 juta, 

Sisil memanfaatkannya untuk membeli 

bahan-bahan produksi. Perusahaan semen 

pelat merah ini juga mengajaknya pameran 

ke berbagai kota, antara lain Jakarta, 

Gresik dan Mojokerto. 

Sisil menyadari persaingan di bisnis 

batik semakin ketat. Bila tak pandai 

berinovasi dan berkreasi, ingat perempuan 

murah senyum ini, bisa-bisa ditinggal lari 

konsumen. “Inovasi itu termasuk dari sisi promosi. Ketika perajin 

lain memanfaatkan media sosial, kita tidak boleh ketinggalan. Ya 

lewat facebook, BBM (BlackBerry Messenger), serta WA (WhatsApp). 

Saya selalu berusaha mencari pasar baru,” terangnya. 

Sisil merupakan generasi keempat pewaris usaha batik keluarga 

yang dirintis nenek dari ibunya. Ketika batik Lasem ambruk sesaat, 

sang ibu sempat beralih ke bisnis sarang burung walet dan membuka 

toko emas. “Setelah baik Lasem ramai lagi, ibu memutuskan 

kembali ke usaha keluarga ini. Kebetulan saudara-saudara yang 

lain juga jadi pengusaha batik,” tutupnya. (*) 

said there are 20 freelance batik crafters 

who take material from Nathania to work 

at their own home. “Their age for average 

is 40 years. One crafter may take batik materials 

from three bosses. Well, in Lasem, 

there only small amount of batik crafters,” 

she said. 

Since becoming a partner of Semen 

Indonesia in 2013, Nathania’s business 

grows faster. Sisil received capital loans 

from Semen Indonesia twice; Rp 40 million 

and Rp 50 million. She used them to 

buy production materials. She was also 

invited by Semen Indonesia to take part in 

some exhibitions in various cities, such as 

Jakarta, Gresik, and Mojokerto. 

Sisil awares the competition in batik 

business is increasingly higher. When you 

are not good at innovation and creativity, 

you might be left by your consumer. “You 

must be innovative even in promotional aspect. When other crafters 

take advantage of social media, you must take more. You may 

use Facebook, BlackBerry Messenger, and WhatsApp. I’m always 

trying to find new markets,” she said always with smile. 

Sisil is a fourth-generation heir of batik family business pioneered 

by her great grandmother. When batik Lasem collapsed 

for a moment, her mother had to switch the business to birds’ 

nest and gold store. “After batik Lasem business raised again, my 

mother decided to return to the original family business. Moreover, 

my other siblings are also batik entrepreneurs,” she said. (*) 

NATHANIA ART 

Pemilik : Sisilia Sandra 

Workshop : Desa Babagan RT 8/RW II Nomor 5, 

Lasem, Kabupaten Rembang 



HP : 0852 2521 8488 

WA : 0896 9068 6046 

Owner : Sisilia Sandra 

Workshop : Desa Babagan RT 8/RW II Nomor 5, 

Lasem, Kabupaten Rembang 



Mobile phone : 0852 2521 8488 

WA : 0896 9068 6046 


IQBAL NARENDRA W 

Amerika TEMBUS, 

KINI LIRIK AUSTRALIA 

After the USA, Now Targeting Australia 

TAK KAGET KALAU TAS KALYANA DIHARGAI MAHAL. SELAIN 

BAHANNYA KULIT SAPI KUALITAS A, PROSES PEMBUATAN- 

NYA PUN RUMIT DAN MEMAKAN WAKTU LAMA. ALASAN 

ITU YANG MEMBUAT TAS DENGAN MOTIF BATIK INI TIDAK 

DIPRODUKSI MASSAL. 

NO WONDER THE KALYANA’S BAG IS EXPENSIVE. THE RAW 

MATERIAL IS HIGH QUALITY LEATHER. THE MANUFACTURING 

PROCESS IS METICULOUS AND TIME CONSUMING. THAT’S 

WHY THE KALYANA BAGS WITH BATIK MOTIF ARE NOT MASS 

PRODUCED. 

84 


DALAM SEBULAN Kalyana 

hanya menawarkan 20 unit tas 

wanita ke pasaran. Sengaja 

produk dengan slogan The Indonesian 

Heritage ini tidak dibuat 

dalam jumlah besar. Di samping 

belum banyak yang tahu, sehingga 

kesan eksklusifnya makin kuat, 

harganya juga lumayan wah. 

Catat saja, tas The Ashadewi 

dibanderol Rp 4.250.000, Afreen 

White and Black Rp 1.550.000, 

sementara Ambrose Python motif 

seharga Rp 3.199.000. “Kami 

juga menjual dompet, harganya 

di kisaran Rp 750 ribu,” 

kata Iqbal Narendra W, owner 

Kalyana. Menilik harganya, bisa 

ditebak Kalyana menyasar kalangan 

menengah ke atas. 

Karena itu sengaja Iqbal tidak 

membuka toko atau outlet. 

Pemasaran lebih banyak dilakukan 

dari pameran ke pameran, 

baik dalam negeri maupun 

luar negeri. Setidaknya sudah 

delapan kali Kalyana mengikuti 

pameran di mancanegara, antara 

lain Jepang, Australia, dan AS. 

“Kalau di AS rutin kami lakukan 

sejak 2012. Sedangkan Australia 

kami lirik karena dekat, daya belinya 

tinggi, dan ongkos kirimnya 

tidak mahal,” tambahnya. 

Kini Iqbal lebih fokus memasarkan 

barangnya di dunia 

maya, baik lewat website, facebook, 

maupun iklan berbayar di 

Google. Partisipasi di pameran 

pun dikurangi, paling tidak 

WITHIN A MONTH, Kalyana 

only offers 20 woman’s bag to 

the market. Deliberately, the 

products with ‘The Indonesian 

Heritage’ slogan are not made 

in large quantities. It may make 

stronger exclusive impression, 

and quite higher price. 

The Ashadewi bag is tagged 

Rp 4.25 million, Afreen White 

and Black is Rp 1.55 million, 

and Ambrose Python is worth 

USD 3.199 million. “We also sell 

wallet, about Rp 750 thousand,” 

said Iqbal Narendra W, 

the owner of Kalyana. Given 

the price, it is predictable that 

Kalyana’s targeting the upper 

middle class. 

Therefore, Iqbal deliberately 

does not open physical store or 

outlet. He markets his products 

mostly at exhibition in Indonesia 

and abroad. At least, Kalyana 

participates eight times in 

exhibitions abroad, including in 

Japan, Australia, and US. “At the 

US, I routinely participate since 

2012. Today, I look at Australia. It 

is closer to Indonesia geographically, 

has high purchasing power, 

and the shipping costs are not 

expensive,” he added. 

Nowadays, Iqbal is focusing 

on cyber-marketing, using website, 

Facebook, as well as paid 

advertisements on Google. He 

reduces his participation in exhibition; 

only once or twice a year. 


setahun cuma sekali atau dua kali. Lulusan Teknik Komputer ITS 

Surabaya ini menyadari orang sekarang tidak punya banyak waktu 

untuk berbelanja. “Belanja online lebih praktis, tinggal pesan nanti 

barang dikirim,” ujarnya. 

Dari penampakannya, kesan yang tertangkap dari tas Kalyana 

adalah elegan serta mewah. Iqbal tak mau kompromi soal bahan, 

harus kulit sapi atau domba grade A. Kulit itu lantas digrafir dengan 

motif batik kawung atau parang, sebelum dibentuk menjadi 

tas atau dompet. “Itu prosesnya tidak murah dan makan waktu. 

Desain dibuat oleh istri saya, nanti ada anak lulusan desain produk 

yang menyempurnakannya,” ungkap dia. 

Untuk menjahit digunakan benang dari AS, sedangkan catnya 

dibeli dari Italia. Karena itu, menurut Iqbal, tas Kalyana dijamin 

lebih unggul dibanding produk lokal lainnya. Bisa saja desainnya 

sama, tapi detail motifnya beda jauh. “Kulit itu ada yang perlu 

ditipiskan, ada yang tidak. Cara melipatnya juga beda-beda. Sebagian 

besar perajin belum melakukan itu, karena lebih rumit dan 

panjang. Makanya, kalau orang lain bikin tas serupa sehari bisa 

dua, saya mungkin dua hari cuma satu,” terang dia. 

Igbal, who got degree from Computer Engineering, ITS Surabaya, 

realizes that people today do not have much time to shop. “Shopping 

online is more practical. People just send me a messages, I 

send my bag then. Simple,” he said. 

Kalyana’s bag looks elegant and luxurious. Iqbal makes no 

compromise on raw materials; must be high quality of cow or 

sheep leather. The leather must be engraved with batik motif of 

kawung or parang, then formed into a bag, purse or wallet. “The 

process is expensive and time-consuming. The design is made by 

my wife. Then, two product design graduate assist me to refine 

the product,” he said. 

To sew the leather, he uses imported yarn from the US. For 

color, he uses Italian paints. Therefore, according to Iqbal, 

Kalyana’s bag is guaranteed to be superior to other local products. 

There could be the same design, but he guarantees his product 

has very different motif detail. “There is a lot of kind of leather 

with special treatment. Some leather needs to be thinned, other 

does not. Ways to fold the leather are also varies. Most of the 

artisans have not done that, because it is more complicated and 

lengthy. So, if other producers can make two similar bag in a day, 

86 


Tak heran bila tas Kalyana banyak 

dipakai kalangan atas, salah satunya 

istri Dubes Indonesia untuk Australia, 

Ny Nino Riphat Kesoema. Nino terpikat 

saat Kalyana mengikuti pameran di 

Negeri Kanguru. Iqbal berkisah, usaha 

pembuatan tas yang kini beromzet Rp 

40 per bulan itu bermula dari kesukaan 

istrinya, Maulina, mengoleksi tas sejak 

remaja. 

I probably only make a bag in two 

days,” he explained. 

No wonder that many of Kalyana’s 

bag are worn by upper classes, including 

the wife of Indonesian Ambassador 

to Australia, Mrs Nino Riphat 

Kesoema. Mrs Nino was captivated 

when Kalyana participated in an exhibition 

in Australia. 

Tak cuma mengoleksi, rupanya 

perempuan yang telah memberinya 

satu anak itu punya naluri bisnis tinggi. 

Sejak 2005, setelah menamatkan 

kuliah di Unair, Surabaya, Maulina kulakan 

tas dari China dan dijual ke ibu-ibu 

yang tengah menunggui anaknya di 

sekolah-sekolah. Merasa sudah memiliki 

pasar, lima tahun kemudian mereka 

putuskan membuat tas sendiri dengan 

label Kalyana. Di luar dugaan, produk 

itu tidak laku. 

“Istri saya dulu jualan tas China 

tanpa merek, sampai tas yang mereknya 

palsu. Ternyata pasar tas palsu 

itu tidak bisa diisi dengan tas lokal. 

Mau tidak mau kami harus buka pasar 

baru dengan cara mengikuti berbagai 

pameran,” papar peraih penghargaan 

Business Excellence Award 2012 di 

Gold Coast, Australia, kategori business 

start up ini. 

Tahun 2013, karena kesulitan menjual produk dan membayar 

perajin luar yang mengerjakan tas Kalyana, Iqbal mendirikan 

perusahaan baru bernama Pramasew. “Jadi, bisa dikata Kalyana 

itu tidak mempunyai tenaga kerja. Karena sepatu Kalyana digarap 

oleh Pramasew, tapi kami juga mengerjakan order dari luar,” 

jelas Iqbal yang memegang kendali penuh Pramasew, sementara 

Kalyana dikelola oleh Maulina. 

“Kalau di AS rutin kami 

lakukan sejak 2012. 

Australia kami lirik karena 

dekat, daya belinya tinggi, 

dan ongkos kirimnya tidak mahal.” 

“At the US, I routinely participate since 2012. 

Today, I look at Australia. It is closer to Indonesia 

geographically, has high purchasing power, and the 

shipping costs are not expensive.” 

Iqbal said, the bag manufacturing 

business with Rp 40 per month turnover 

is originally from Maulina’s hobby 

collecting bag as a teenager. Not only 

collecting, the woman who gives Iqbal 

a child also has high business sense. 

Since 2005, after finishing college 

at Airlangga University, Maulina 

bought wholesale bags from China 

and sold to other mommies who were 

waiting for their children at schools. 

Feeling already have own market, five 

years later they decided to make their 

own bags with Kalyana labels. Alas, 

unexpectedly their product did not 

sell well. 

“My wife used to sell China bags 

without brand or faked brand. It turns 

out that faked bag market can’t be 

replaced with local bag. Inevitably, we 

have to open new market by participating 

in various exhibitions,” said 

Iqbal who won Business Excellence Award 2012 in Gold Coast, 

Australia, for start-ups business category. 

In 2013, because of difficulty selling the product and paying artisans 

who worked Kalyana bag, Iqbal established a new company 

named Pramasew. “So, it can be said that Kalyana doesn’t have 

manpower. Kalyana bag was produced by Pramasew, and Pramasew 

also took order from other business,” said Iqbal who takes 

full control of Pramasew, while Maulina manages Kalyana. 


Sebagai pengusaha tas mewah yang kerap berpameran di AS, 

baik Iqbal maupun Maulina berharap suatu saat produk mereka 

dipakai oleh aktris Hollywood. Jalan ke sana sudah dirintis, namun 

titik terang belum terlihat. “Mungkin produk saya memang 

belum pantas,” cetusnya. Dari dalam negeri, nama kondang yang 

diharap menggunakan tas Kalyana adalah artis senior Christine 

Hakim serta Walikota Surabaya Tri Rismaharini. (*) 

As entrepreneur of luxury handbags that are often in the US 

exhibition, both Iqbal and Maulina hope that someday their product 

is worn by Hollywood actress. The road has been mapped, but 

the bright spot is still not visible yet. “Maybe my product does not 

deserve to go there,” he said. However, in Indonesia, the famous 

names which are expected to use Kalyana bag are senior artist Christine 

Hakim as well as the Mayor of Surabaya, Tri Rismaharini. (*) 

KALYANA 

Pemilik : Iqbal Narendra W 

Produk : Tas, koper dan dompet kulit 

Rumah : Jl Taman Manyar Indah AB-10 Surabaya 



Email : iqbalnalendra@pramasew.com, info@kalyanabatik.com 

FB : https://www.facebook.com/Kalyana.Indonesia 

Web : http://www.kalyanaindonesia.com/ 

HP : 081 945 999 900 

Telp : 031-5956008 

Owner : Iqbal Narendra W. 

Product : Bags, briefcases and leather wallets 

Home : Jl Taman Indah Manyar AB-10 Surabaya 


Partner of Semen Indonesia since : 2010 

Email : iqbalnalendra@pramasew.com, info@kalyanabatik.com 

FB : https://www.facebook.com/Kalyana.Indonesia 

Web : http://www.kalyanaindonesia.com/ 

Mobile phone : 081 945 999 900 

Telephone : 031-5956008 

88 


ATIKA BASWEDAN 

Limbah Kaca Jadi 

Elok dan Mahal 

Wasted Glass is Beautiful and Expensive 

BOTOL DAN KENDI BEKAS ITU SEMULA TERONGGOK BEGITU 

SAJA. ATAS SARAN SANG KAKAK YANG MEMILIKI GALERI 

BARANG ANTIK, ATIKA BASWEDAN MENGHIASNYA DENGAN 

LUKISAN BERMOTIF FLORA DAN FAUNA. TAK DISANGKA 

KONSUMEN SUKA, HINGGA KARYA ATIKA SAMPAI KE CHINA, 

INDIA DAN JERMAN. 

WASTED BOTTLES AND JUGS WERE JUST PILED AWAY. ON THE 

ADVICE OF HIS BROTHER WHO HAS A GALLERY OF ANTIQUES, 

ATIKA BASWEDAN DECORATES THEM WITH PAINTINGS OF 

FLORA AND FAUNA MOTIFS. UNEXPECTEDLY, CONSUMERS 

LOVE THEM. SO, ATIKA’S ARTWORKS GO TO CHINA, INDIA 

AND GERMANY. 


PERJALANAN USAHA ATIKA ibarat duka berujung suka. 

Ceritanya, tahun 2007 silam dia kehilangan anak pertama yang 

baru berusia satu tahun. Cukup lama istri Sigit Sunaryono ini 

berkabung. Tak mau berlarut-larut dalam kesedihan, Atika lantas 

mencari kesibukan. Dia mulai membuat aneka kue kering dan 

menjualnya. 

“Saya buka toko di rumah jalan Nias 100 Surabaya. Toko itu 

juga dipakai untuk galeri barang-barang antik milik kakak saya,” 

ungkapnya. Nyatanya masih ada waktu luang yang bisa dimanfaatkan, 

terutama di siang hari. Sang kakak yang mempunyai banyak 

koleksi barang antik dari kaca polos lantas memberinya ide. “Dia 

minta agar barang dari kaca itu dihias atau dilukis, biar bisa dijual 

dengan harga yang lebih tinggi,” ujar Atika. 

Segera, perempuan kelahiran Surabaya, 12 Desember 1974, 

ini berguru selama dua minggu kepada seorang teman yang lebih 

dulu menekuni glass painting. Sambil belajar dia mulai praktik 

menghias berbagai barang pecah belah dari galeri sang kakak. 

Botol, kendi dan toples kaca yang semula polos dia beri gambargambar 

dekoratif. 

Atika kebetulan menyukai motif flora dan fauna. Gambar itu 

lantas diberi warna dengan cat khusus buatan luar negeri. Benar 

saja. Berkat tangan kreatif Atika, botol-botol bekas itu berubah 

jadi penuh warna dan indah. 

ATIKA’S BUSINESS JOURNEY is like from a grief road to lovely 

road. The journey began in 2007 when she lost her first kid who 

only one year old. Atika, Sigit Sunaryono’s wife, took long time 

enough for mourning. So, avoiding being dragged into the 

dumps, Atika seek things to do. She began to make a variety of 

pastries and sell it. 

“I open a store in my home at Jalan Nias 100 Surabaya. The 

store was also used for gallery of antiques belongs to my brother,” 

she said. Running the store, Atika still has a spare time, especially 

in the day, which can be utilized. Then, her brother who has a 

large collection of antiques from plain glass gave her an idea. “He 

asked me to paint or decorate his glassware so that they can be 

sold at a higher price,” said Atika. 

Atika, who was born in Surabaya, December 12, 1974, studied 

for two weeks to a friend who expert in glass painting. While 

studying, she started to practice decorating a variety of glassware 

from her brother’s gallery. She gave decorative pictures to the 

plain bottles, jugs and glass jars. 

Atika likes flora and fauna motifs. The images were then 

colored with special imported paints. Well done. Thanks to Atika’s 

creative hands, the wasted bottles were turned into colorful and 

beautiful. 

90 


“Tahun berikutnya barulah saya berani membuka Carnadia 

Gallery. Modalnya cuma Rp 5 juta, dibantu dua karyawan,” 

ungkapnya. 

Usai bergabung dengan Dekranasda Surabaya, sarjana pertanian 

lulusan Universitas Hang Tuah, Surabaya, ini berkesempatan 

mengikuti pameran di Gramedia Expo Surabaya. Walau 

glass painting bukan hal baru di Surabaya, tapi produk Carnadia 

mampu menyita perhatian. 

Menurut Atika, itu karena bahan-bahan 

yang digunakan memang lain. Kalau perajin 

umumnya menggunakan barang pecah 

belah baru, maka dia sengaja memilih 

barang-barang antik. “Saya pakai 

kendi maupun botol-botol antik 

untuk menarik konsumen. 

Akhirnya itu jadi ciri khas saya,” 

imbuhnya. Belakangan, setelah 

nama Carnadia mulai dikenal, 

Atika mulai mengkombinasikan 

produknya dengan bahan-bahan 

baru yang dibeli dari toko. 

Dibantu tiga karyawan yang 

semuanya perempuan, sehari-hari 

Atika disibukkan dengan pekerjaan 

membuat desain gambar dan melakukan 

finishing touch pada toples, vas 

bunga, gelas lilin, dan berbagai bentuk 

botol yang semuanya terbuat dari kaca. Kediamannya 

yang asri di Perumahan Galaxi Bumi 

Permai Blok EA-12, Surabaya, berfungsi sebagai 

workshop sekaligus showroom. 

“Botol wine atau parfum itu semuanya bekas. Botol wine itu 

juga macam-macam, kalau tutupnya orisinal dari kaca harganya 

Rp 25 ribu sampai Rp 30 ribu per botol. Setelah diberi lukisan bisa 

laku Rp 400 ribu,” beber Atika yang menggunakan cat dari Italia 

untuk melukis kaca. Toples permen kecil yang dibeli Rp 5 ribu di 

toko, usai dihias bisa laku Rp 50 ribu. Sedangkan yang ukuran 

“One year after that, I dared myself to open Carnadia Gallery. 

The initial capital is only Rp 5 million, assisted by two employees,” 

said Atika, the bachelor of agriculture from Hang Tuah University, 

Surabaya. 

After joining Dekranasda Surabaya, Atika has an opportunity 

to participate in exhibition at Gramedia Expo Surabaya. Although 

glass painting is not something new in Surabaya, the Carnadia 

product seized many attentions. 

Why? According Atika, she used different materials. 

Other craftsmen generally use new glassware, 

Atika deliberately chose antiques. 

“I use antique jug or bottle to attract 

consumers. So, it becomes typical of 

me,” she added. 

Later, after Carnadia becomes 

a well-known name, Atika began 

to combine her old and wasted 

products with new materials 

purchased from stores. 

Assisted by three female 

employees, everyday Atika is 

busy with the work of creating 

design drawings and finishing 

touch to jar, vase, glass candle, 

and various forms of glass. Her 

beautiful house at Perumahan Galaxi 

Bumi Permai Blok EA-12, Surabaya, 

serves as showroom and workshop too. 

“All of wine or perfume bottles are wasted. The 

initial price of wine bottle is varied. If the lid is original 

glass, the price is about Rp 25 thousand to Rp 30 thousand per 

bottle. Then, I give some paintings. Now, the bottle can be sold 

for Rp 400 thousand,” said Atika, who use Italian paint. “I bought 

small candy jars Rp 5 thousand at store. They can be sold Rp 50 

thousand each after decoration. The large jars are Rp 500 thousand.” 


Exhibition in Jakarta opens 

Carnadia market to foreign 

market, such as in China, India 

and Germany. Understandably, 

Inacraft attracts visitors 

from abroad. “Indians like 

to buy pitcher. Mrs. Nina 

Soekarwo, the wife of East 

Java Governor, bought some 

large vases. My products have 

also been taken by my friend 

to an exhibition in Thailand, 

and sold well too. But my 

friend did not dare enough to 

bring lots of stuff, because a 

little bit risky to handle fragile 

glassware,” said SMEs entrebesar 

dihargai Rp 500 ribu. 

Harga kaca lukis Atika bakal 

lebih melambung manakala 

bahannya impor. Biasanya dia 

membeli bahan di Galaxi Mall 

atau Ace Hardware, Surabaya. 

“Yang bahanya impor bisa dijual 

Rp 500-an ribu. Jadi harga 

itu sebenarnya tergantung 

pada kelangkaan atau keunikan 

bahan, serta tingkat kerumitan 

lukisan,” papar ibu dua anak ini. 

Sampai sekarang Atika lebih 

suka mempromosikan karyanya 

lewat pameran ke pameran. 

Event yang rutin dia ikuti 

adalah Jakarta International 

Handicraft Trade Fair (Inacraft) 

yang berlangsung tiap tahun. 

“Saya ikut Inacraft sejak tahun 

2009. Dua tahun terakhir vakum 

karena kondisi kesehatan 

lagi kurang bagus,” akunya. 

Pameran di ibukota itulah 

yang membuka pasar Carnadia 

ke mancanegara, yaitu 

China, India dan Jerman. Maklum, 

pengunjung Inacraft dari 

luar negeri lumayan banyak. 

“Orang India suka beli kendi, 

kalau Bu Nina Soekarwo—istri 

Gubernur Jatim Soekarwo— 

pernah ambil beberapa vas 

bunga ukuran besar. Produk 

saya juga pernah dibawa pameran 

sama teman ke Thailand, 

laris juga. Tapi dia tidak 

berani bawa barang banyak, 

agak repot,” tutur pengusaha 

UKM yang mempunyai omzet 

The price of Atika’s painted 

glass will be higher for imported 

material. Usually, she buys 

imported ingredients in Galaxy 

Mall or Ace Hardware in 

Surabaya. “Glass painting with 

imported materials can be sold 

Rp 500 thousands or more. So, 

the price actually depends on 

the scarcity or uniqueness of 

the materials, and the complexity 

of painting,” said the 

mother of two children. 

Until now, Atika prefers to 

promote her work through 

exhibitions. She routinely 

follows Jakarta International 

Handicraft Trade Fair (Inacraft) 

which takes place every year. 

“I participate in Inacraft since 

2009. However, for the last 

two years exhibition, I was 

absent due to my health condition,” 

she admitted. 

92 


Rp 15 juta per bulan ini. 

Atika tak memungkiri, sukses usahanya tak lepas dari Semen 

Indonesia yang memberinya pinjaman modal Rp 10 juta. Uang itu 

dia gunakan untuk membeli barang pecah belah produk impor 

yang harganya memang mahal. Ke depan Atika ingin memiliki 

galeri khusus untuk memajang produk-produk Carnadia. Selama 

ini dia menitipkan karyanya di sentra UKM di Middle East Ring 

Road (MERR) Surabaya, serta gerai milik Dinas Koperasi UMKM 

Jatim di Jalan Raya Bandara Juanda, Sidoarjo. 

“Saya yakin prospek usaha kerajinan kaca lukis ini masih bagus, 

sebab pemainnya belum banyak. Yang penting bahannya harus 

unik dan bervariasi, begitu pula motif gambarnya,” kata Atika 

yang jadi jujugan Pemkot Surabaya untuk memesan piala. (*) 

preneur which has Rp 15 million turnover per month. 

Atika doesn’t deny that a part of her business success is 

gained from partnership with Semen Indonesia. She used Rp 10 

million loans from Semen Indonesia to buy expensive imported 

glassware. Next, Atika wants to have a special gallery to display 

Carnadia’s products. Until today, she only send her artworks to 

SME center in Middle East Ring Road (MERR) Surabaya and some 

outlets belongs to the East Java office of Department of Cooperatives 

and SMEs at Jalan Raya Bandara Juanda, Sidoarjo. 

“I have strong belief that the painted glass craft business 

outlook is still good, because there are not so many players. The 

most important thing for painted glass craft business is to be 

unique, having various materials, as well as various motif pictures,” 

said Atika. (*) 

CARNADIA 

Owner : Atika Baswedan 

Produk : Kerajinan kaca lukis 

Rumah : Perum Galaxi Bumi Permai Blok EA-12, Surabaya 



Email : carnadia.gallery@gmail.com 

Telp : 031-5993190 

HP : 0819 3848 3810 

Owner : Atika Baswedan 

Product : Glass painting crafts 

Home : Perum Galaxi Bumi Permai Blok EA-12, Surabaya 



Email : carnadia.gallery@gmail.com 

Telephone : 031-5993190 

Mobile phone : 0819 3848 3810 


HERMIN SUGIANINGSIH 

PRODUK HOME DECORA- 

TION BERBAHAN KULIT 

GAMPANG DIJUMPAI DI 

PASARAN. TAPI KERAJI- 

NAN BUATAN HERMIN 

SUGIANINGSIH MEMANG 

BEDA. SELAIN LEBIH KUAT 

DAN AWET, TAMPILAN- 

NYA JUGA OKE. SEMUA 

BERKAT KEPIAWAIAN 

MEMBUAT DESAIN SERTA 

KOMPOSISI WARNA. 

HOME DECORATION 

PRODUCTS FROM LEATHER 

ARE EASILY FOUND IN 

THE MARKET. HOWEVER, 

HOME DECORATION BY 

HERMIN SUGIANINGSIH IS 

DIFFERENT. IN ADDITION 

TO MORE ROBUST AND 

DURABLE, IT LOOKS GREAT 

TOO. ALL THANKS TO HER 

EXPERTISE TO CREATE DE- 

SIGN AND COLOR COM- 

POSITION. 

Bikin Pembeli 

Yaman Kepincut 

Makes Yemeni Buyers Fascinated 

94 


DENGAN BENDERA USAHA KULIT KREASINDO, Hermin yang 

dibantu enam tenaga kerja rutin memproduksi berbagai macam 

aksesori rumah. Misalnya tempat payung, tempat majalah, tempat 

air mineral, tutup stoples, serta laundry box. Sehari-hari, rumahnya 

yang terletak di Jl Barata Jaya XVII/11 Surabaya tidak pernah sepi 

dari aktivitas produksi. 

Ada yang sibuk menggergaji kayu, memotong kulit, menjahit, 

sampai melakukan packing. “Semua barang saya hand made. 

Karena itu pembuatannya agak lama,” kata Hermin. Untuk 

bahan, dia memilih kulit sintetis. Tapi kalau konsumen menginginkan 

kulit asli, Hermin selalu melayani. Tentu saja harganya 

lebih mahal. 

Perempuan asli Surabaya ini menjamin produknya lebih kuat 

dan awet. Sebab,berbeda dengan home decoration lain yang 

menggunakan kertas karton sebagai kerangka, seluruh produk 

Kulit Kreasindo menggunakan kerangka kayu. Untuk membuktikannya, 

Hermin tak ragu duduk di laundry box pesanan seorang 

pengacara asal Jakarta. “Kuat kan?” cetusnya. 

Hermin biasa membeli bahan-bahan kerajinanya di daerah 

Kramat Gantung, Surabaya. Tapi ada beberapa bahan yang harus 

WITH KULIT KREASINDO LABEL, Hermin is assisted by six 

workers to routinely produce a wide range of home accessories. 

They make umbrella stand, magazine stand, mineral 

water stand, jar cover, and laundry box. Everyday, her home 

at Jl Barata Jaya XVII/11 Surabaya is never empty with production 

activity. 

There are wood sawing, leather cutting, fabric sewing, to 

packing. “All my products are hand-made. Therefore, the 

process is longer,” said Hermin. For materials, she chose 

synthetic leather. If consumers want genuine leather, Hermin 

is always ready to serve. Of course, the price is more expensive. 

Hermin, born in Surabaya, ensures her products more 

robust and durable. Unlike other home decoration which 

uses cardboard as frame, the entire product of Kulit 

Kreasindo use wooden frame. To prove it, Hermin sits on a 

laundry box ordered by a lawyer from Jakarta. “It is strong, 

right?” she said. 

Hermin used to buy materials in Kramat Gantung, Surabaya. 

However, some other materials should be brought 


didatangkan dari Jakarta, bahkan impor. Produk Kulit Kreasindo 

dilepas ke pasaran dengan harga mulai Rp 50 ribu sampai Rp 

525 ribu. “Ketika konsumen keluar duit banyak, maka dia berhak 

mendapatkan barang yang berkualitas dan berumur panjang,” 

tegasnya. 

Mengawali usaha tahun 2010, pemasaran produk Kulit Kreasindo 

sudah mencakup hampir seluruh kota besar di Indonesia. Bahkan, 

pasar Singapura, Malaysia, Timor Leste, serta Yaman sejatinya 

juga terbuka lebar. “Waktu pameran di Jakarta saya ditawari 

ekspor ke Yaman oleh buyer dari sana, tapi minta presisi tinggi. Itu 

yang bikin saya ragu-ragu, sebab ini kan produk hand made. Saya 

takut kalau ukurannya meleset sedikit dikembalikan lagi ke sini,” 

papar peraih penghargaan Karya Cipta Adhi Nugraha 2014 dari 

Pemkot Surabaya ini. 

Wajar bila kerajinan kreasi Hermin bisa diterima di mana-mana. 

Sebab, ibu tiga anak ini sangat rajin mengikuti pameran. Dalam 

sebulan dia bisa tiga sampai empat kali memajang produknya di 

luar daerah. Baik atas sponsor Disperindag Jatim, Dinas Koperasi 

dan UMKM Kota Surabaya, atau Semen Indonesia. Dia juga 

in from Jakarta, even imported. Kulit Kreasindo products are 

released to the market for Rp 50 thousand to Rp 525 thousand. 

“When consumers spent more money, then they deserve to get 

the good quality and longevity of product,” she said. 

Started in 2010, the marketing of Kulit Kreasindo already covers 

almost all major cities in Indonesia. In fact, markets in Singapore, 

Malaysia, Timor Leste, and Yemen are also open wide. “At an exhibition 

in Jakarta, I was offered by buyer from Yemen to exports 

there. The buyer asked for high precision. Well, that’s what makes 

me hesitant. It is hand made products, and I am afraid that I make 

little misses here and there, and the buyer rejects it and returns it 

to me,” said the winner of 2014 Cipta Adhi Karya Nugraha from 

Surabaya Municipal Government. 

It is natural that Hermin’s craft can be accepted everywhere. 

Therefore, Hermin is very diligent in exhibitions. Within a month, 

she can display three to four times her products in different regions. 

She participates in exhibition sponsored by East Java Industry and 

Commerce Office, Surabaya Cooperatives and SME Office, or by 

96 


cukup terbantu dengan keberadaan 

Kantor Perwakilan Dagang (KPD) 

Jatim yang ada di seluruh provinsi di 

Indonesia. 

“Barang saya ditaruh di KPD-KPD 

itu. Saat ini saya juga punya agen di 

Langsa (Aceh) serta Palopo (Sulawesi 

Selatan). Penjualannya lumayan bagus,” 

ungkap sarjana manajemen ini. 

Dalam sebulan Kulit Kreasindo meraup 

omzet Rp 10 juta. Tapi itu di luar 

penjualan saat mengikuti pameran 

yang mencapai Rp 10 juta hingga Rp 

12 juta. Penjualan mencapai puncaknya 

mendekati hari raya Idul Fitri, 

Natal serta Imlek. 

Hermin mengenang, sejarah usah 

kerajinan kulit ini berawal ketika dirinya 

berkunjung ke rumah tetangga. Di 

rumah nan bagus itu dia mendapati 

tempat air mineral dari kawat besi. 

Istri Effen Winarto ini pun merenung. 

“Kok sayang sekali, rumahnya bagus 

tapi tempat air mineralnya dari kawat,” 

katanya dalam hati. 

Dari sana otak kreatifnya mulai 

bekerja. Hermin tertantang untuk 

membuat tempat air mineral yang 

cantik dan eksklusif. Namun belum 

terpikir untuk menjadikannya usaha 

baru. Apalagi warung soto kuali yang 

didirikannya tahun 2010 sedang 

ramai-ramainya. 

“Saya dulu wanita karier, terakhir 

menjadi finance manager sebuah 

perusahaan swasta di Margomulyo,” 

beber Hermin. Usaha home decoration 

berbahan kulit itu baru dirintis- 

“Ketika konsumen 

keluar duit banyak, 

maka dia berhak mendapatkan 

barang yang berkualitas dan 

berumur panjang.” 

“When consumers spent more money, 

then they deserve to get the good quality 

and longevity of product,” 

Semen Indonesia. The mother of three 

children also feels helped by the presence 

of East Java Trade Representative 

Office (KPD) in the whole provinces in 

Indonesia. 

“My products are put in the KPDs. 

Currently I also have agents in Langsa 

(Aceh) and Palopo (South Sulawesi). 

The market is pretty good,” said 

Hermin who has bachelor of management 

degree. Within a month, Kulit 

Kreasindo can make Rp 10 million 

turnover. But, it excludes the sales 

in exhibitions that can reach Rp 10 

million to Rp 12 million. The peak 

season is around Idul Fitri, Christmas 

and Lunar New Year. 

Hermin recalled, the history of her 

leather craft was begun when she 

visited a neighbor’s house. At the nice 

house, she found a mineral water case 

made of iron wire. She was thoughtful. 

“How pity. It is a nice house, but 

why the mineral water case is made 

of wire?” 

From there, her creative brains 

started working. Hermin was challenged 

to create a beautiful and 

exclusive mineral water case. However, 

she still didn’t think about starting new 

business. Moreover, her soto kuali stall 

which she founded in 2010 was still in 

peak season. 

“I was a working woman. My last 

position was finance manager of a 

private company in Margomulyo,” said 

Hermin, who married with Effen Winarto. 

Her home decoration business was 


nya beberapa bulan kemudian. Semula Hermin bekerja sama 

dengan seorang teman, tapi tidak berjalan mulus. “Akhirnya 

saya jalan sendiri, lebih bebas dalam berkreasi,” ungkapnya. 

Hermin tak menyangka produk kerajinan yang awalnya dipasarkan 

di lingkungan keluarga ini mendapat sambutan bagus dari 

masyarakat. 

Kala pameran di Banjarmasin dia digaet manajemen Bank 

Kalsel untuk membuat tempat suvenir. Ternyata cocok, sehingga 

beberapa kantor cabang mereka ikut-ikutan pesan. Tahun 2014 

Hermin resmi menjadi mitra binaan Semen Indonesia, dan mendapat 

pinjaman modal Rp 20 juta. Di samping itu, beberapa kali Kulit 

Kreasindo diajak mengikuti pameran. 

“Angan-angan saya bisa pameran ke luar negeri. Kalau turisnya 

datang ke sini sudah sering. Nah, sekali waktu saya juga ingin 

memamerkan produk ke sana,” harap Hermin yang mempunyai 

enam outlet di Surabaya, antara lain di Bandara Juanda, Balai 

Kota Surabaya, Royal Plaza, Tung Market, serta kantor P3E (Pusat 

Pendidikan Pelatihan dan Promosi Ekspor) di Jl Kedungdoro, 

Surabaya. (*) 

built several months later. Originally, Hermin ventured with a friend, 

but it didn’t work smoothly. “Finally, I made my own way. I become 

more free to be creative,” she said. Her leather craft products were 

initially marketed to her family and neighbor. Hermin never thinks 

that her products were well received by public. 

Participated in an exhibition in Banjarmasin, she was asked by 

South Kalimantan Bank’s management to make a souvenir. She 

could serve the order perfectly. So, some branches of South Kalimantan 

Bank sent her some orders too. In 2014, Hermin officially 

became partners of Semen Indonesia, and obtained capital loan 

of Rp 20 million. In addition, Kulit Kreasindo was several times 

invited to participate in some exhibitions. 

“I wish I could send my product to exhibitions abroad. It is 

usual for foreigner to visit my workshop. Well, once at a time I also 

want to show off my products abroad,” said Hermin. Hermin has 

six outlets in Surabaya. Among others are at Juanda Airport, Surabaya 

City Hall, Royal Plaza, Tung Market, as well as P3E (Centre for 

Export Promotion Education and Training) office in Jl Kedungdoro, 

Surabaya. (*) 

KULIT KREASINDO 

Pemilik : Hermin Sugianingsih 

Produk : Aksesori rumah berbahan kulit 



Rumah/Workshop: Jl Barata Jaya XVII/11 Surabaya 


Telp : 031-5044602 

HP : 08155076277 

Email : kulitkreasindo@gmail.com 

Website : www.kulit-kreasindo-product.Blogspot.com 

Owner : Hermin Sugianingsih 

Product : leather accessories and home decoration 



Home/Workshop : Jl Barata Jaya XVII / 11, Surabaya 


Telephone : 031-5044602 


Email : kulitkreasindo@gmail.com 

Website : www.kulit-kreasindo-product.blogspot.com 

98 


HERLINA TRESNAYATI 

Hak Paten di Tangan, 

Bersiap Masuk Eropa 

Having Patent, Preparing to Europe 

PEMBAJAKAN MASIH MENJADI MOMOK SERIUS BAGI 

PELAKU USAHA KECIL MENENGAH (UKM). BEGITU GAMPANG 

PRODUK ORISINAL YANG DIBUAT DENGAN KERJA KERAS DIJI- 

PLAK PIHAK LAIN. NAMUN, DENGAN HAK PATEN DI TANGAN, 

LYENA CRAFT MAKIN YAKIN MENATAP MASA DEPAN. 

PIRACY REMAINS A SERIOUS SCOURGE FOR SMALL AND MEDI- 

UM BUSINESSES. IT IS SO EASY FOR OTHER PARTY TO PLAGIA- 

RIZE ORIGINAL PRODUCTS WHICH MADE BY HARD WORK. SO, 

WITH PATENTS, LYENA CRAFT BECOME MORE CONFIDENT TO 

LOOK AT THE FUTURE. 


HERLINA TRESNAYATI (32) kini bisa lebih tenang. Pemilik 

usaha Lyena Craft ini tak lagi dibayangi rasa was-was produk 

kerajinan tangan yang dia rintis bertahun-tahun dibajak pihak 

lain. Ibu satu anak ini telah mengantongi surat Dirjen Hak Kekayaan 

Intelektual (HaKI) Depkum dan HAM Republik Indonesia. 

Surat itu menyatakan Herlina Triesnayati sebagai pencipta sekaligus 

pemilik hak cipta Tas Agel Bangkalan. Surat paten ini diterima 

pada 13 Agustus 2015 lalu. “Alhamdulillah, saya kini bisa lebih 

tenang. Sebelumnya sempat dihantui rasa was-was. Bagaimana tidak, 

jangankan produk beginian, tempe saja dibajak orang,” katanya. 

Tas Agel Bangkalan merupakan salah produk handycraft yang 

dirintis Herlina sejak 8 Juni 2007. Produk ini dibuat dari daun 

pohon gebang (Corypha utan). Flora dari keluarga palem setinggi 

15-20 cm ini hanya tumbuh di area tertentu, khususnya perbukitan 

dekat pantai. Di Bangkalan, pohon berbatang tungal ini tumbuh 

di kawasan Desa Klebun, Kecamatan Sepulu, 50 km dari Kota 

Bangkalan. Awalnya agel dianggap hama oleh warga setempat 

karena tidak memiliki nilai guna. 

HERLINA TRESNAYATI now can be happier. The Lyena Craft 

business owner is no longer overshadowed by anxiety that her 

handicraft products for years will be hijacked by another party. The 

mother of one child has had the letter of patent from the Director 

General of Intellectual Property Rights (IPR) Ministry of Law and 

Human Rights of the Republic of Indonesia. 

The letter stated Herlina Triesnayati as the creator and copyright 

owner of Tas Agel (agel bag) Bangkalan. This letter of patent was 

received on August 13, 2015. “Thank God, I can now be calmer. 

Previously I had haunted by a sense of anxiety. Piracy is rampant. 

Tempeh can be hijacked, as well as my product,” she said. 

Agel bag Bangkalan is one of handicraft products that was 

initiated by Herlina since 8 June 2007. This product is made of 

the leaves of gebang tree (Corypha utan). The kind of 15-20 cm 

tall palm is only grown in certain areas, especially at the hills near 

the coast. In Bangkalan, the tree grows in Klebun Village, District 

Sepulu, 50 km from Bangkalan city. Agel tree was initially considered 

as pests by local residents because it has no value. 

100 


Di tangan Herlina, tangkai daun agel 

diolah menjadi serat yang kuat dan elastis. 

Lilitan serat agel inilah yang dijadikan 

bahan berbagai macam kerajinan tangan, 

mulai tas, topi, kotak tisu, sampai tatakan 

gelas. Semua dijual dengan harga mulai Rp 

30 ribu sampai yang termahal Rp 200 ribu. 

Dirintis sejak 2007, pasar yang disasar 

kerajinan berlabel Lyena Craft itu semakin 

luas. Berawal dari Bangkalan dan sekitarnya, 

kerajinan buatan Herlina sudah 

merambah Surabaya, Banyuwangi dan Bali. 

Bahkan, sejak tiga tahun terakhir sudah 

menembus pasar AS, Jepang serta China. 

“Tahun ini saya ingin masuk pasar Eropa,” 

tandas ibu satu anak ini, optimistis. 

Dengan hak paten di tangan, Herlina se- 

In Herlina’s hands, petiole of Agel is 

processed into strong and elastic fiber. 

Agel fiber coil is used as materials of 

various handicraft, such as handbag, hat, 

tissue box, and glass coaster. The prices 

are ranging from Rp 30 thousand to Rp 200 

thousand. 

Initiated in 2007, Lyena Craft targets 

more widely market. Starting from Bangkalan 

and surrounding areas, Herlina’s 

crafts has penetrated Surabaya, Banyuwangi 

and Bali. In fact, since the last three 

years, it has been penetrated US, Japan 

and China market. “This year, I want to 

penetrate European market,” said Herlina 

optimistically. 

With patent in her hand, Herlina is 


makin percaya diri mampu mewujudkan mimpi tersebut. Apalagi 

Semen Indonesia memberi dukungan penuh, baik berupa pinjaman 

modal usaha maupun pendampingan. “Termasuk dukungan 

dalam pengurusan hak paten ini. Semua ditanggung oleh Semen 

Indonesia. Kalau saya sendiri, nggak kebayang bisa dapatkan 

(paten) seperti ini,” tandasnya. 

Usaha yang dirintis Herlina bermula dari rasa kepedulian pada 

warga Madura yang jadi pengungsi akibat kerusuhan Sambas, Kalimantan, 

tahun 2000. Saat itu, ada sebanyak 375 kepala keluarga 

yang direlokasi dan dibangunkan tempat tinggal di Desa Klebun, 

Kecamatan Sepulu, Bangkalan. Terdorong rasa simpati dan empati, 

Herlina mendaftar sebagai relawan di Yayasan Sumbangsih 

Nuansa Madura. 

Basic ilmu keperawatan yang dimiliki menempatkannya sebagai 

tenaga pendamping kesehatan. Nah, di tengah mengisi keincreasingly 

confident to realize her dream. Moreover, Semen 

Indonesia gives full support in venture capital loans and other 

assistance. “Semen Indonesia also supported me in getting the 

patent. If I doing myself, I could not imagine how I get the patent,” 

she said. 

Herlina’s business is triggered by her concern on Madura 

refugees from unrest in Sambas, Kalimantan, in 2000. At that time, 

there were 375 families relocated and given shelter in Desa Klebun, 

in Bangkalan. Encouraged by sympathy and empathy, Herlina 

registered herself as a volunteer at Yayasan Sumbangsih Nuansa 

Madura. 

As a nurse, she was responsible for health maintenance. To fill 

the void time, she taught the refugees how to make Agel fiber. 

102 


kosongan waktu, para pengungsi diajari cara membuat membuat 

serat agel. “Akhirnya keterusan dan berjalan sampai sekarang,” 

ungkapnya. 

Tak disangka usaha itu terus berkembang. Dari semula hanya 

melibatkan 10 warga, kini Lyena Craft memiliki100 warga binaan. 

Secara berkala, tiga kali dalam sepekan, Herlina berkunjung ke 

sana. Selain mengajari proses finishing, dia juga mengenalkan 

bentuk-bentuk model pesanan. “Tiga bulan terakhir ini kami sibuk 

mengerjakan pesanan dari China,” ujar Herlina yang mengantongi 

omzet Rp 50 juta per bulan dari usahanya. 

Kepala Departemen Corporate Social Responbility (CSR) Semen 

Indonesia Wahjudi Heru menjelaskan, sampai saat ini Semen 

Indonesia telah menggandeng 30.000 pelaku UMKM menjadi 

mitra binaan. Mereka tersebar di wilayah-wilayah sekitar tiga 

pabrik milik Semen Indonesia, yaitu Semen Gresik, Semen Padang 

dan Semen Tonasa. 

Pemilihan Lyena Craft untuk diuruskan hak patennya bukan 

tanpa alasan. Menurut Wahjudi Heru, usaha ini memiliki keunikan 

tersendiri karena dijalankan tidak semata untuk mengejar profit. 

Ada misi sosial yang diemban Herlina di balik usaha pembuatan 

kerajinan berbahan serat agel tersebut. (*) 

“And, it goes on… until now,” she said. 

Unexpectedly, the business continues to grow. From only employing 

10 workers, Craft Lyena now has 100 workers. Periodically, 

three times a week, Herlina visits the workshop there. In addition 

to teach them the finishing process, she also introduces the forms 

of order. “In the last three months, we were busy working on orders 

from China,” said Herlina, who gets Rp 50 million per month 

from the business. 

Wahjudi Heru, head of Corporate Social Responsibility (CSR) 

Department of Semen Indonesia, said until now the Semen 

Indonesia takes 30,000 SMEs to become trained partners. The 

SMEs are scattered in the areas around three plants owned by 

Semen Indonesia; Semen Gresik, Semen Padang and Semen 

Tonasa. 

Taking care of Lyena Craft’s patent is not without special reason. 

According to Heru Wahyudi, this business is unique. Lyena 

Craft is run not only for pursuing profit. There is a social mission 

carried by Herlina behind the business of making handicrafts from 

Agel fiber. (*) 

LYENA 

CRAFT 

Pemilik : Herlina Tresnayati 


Showroom : Jl Bhayangkara M Hosen No 11 

Bangkalan Madura 

Workshop : Dusun Sambas, Desa Klebun, 

Kecamatan Sepulu, Bangkalan 

Hp : 081230056511 

Owner : Herlina Triesnayati 


Showroom : Jl Bhayangkara M Hosen No. 11 

Bangkalan Madura 

Workshop : Dusun Sambas, Desa Klebun, 

Kecamatan Sepulu, Bangkalan 

Mobile phone : 081230056511 


SHODIQ PRIBADI 

‘Raja Midas’ Sangkar Burung 

‘King Midas’ in Birdcage Business 

WAJAH PENUH OPTIMISME MUDAH DIJUMPAI DI DUSUN 

KARANG ASEM, DESA KARANGSEMANDING, KECAMA- 

TAN BALONGPANGGANG, KABUPATEN GRESIK. MAKLUM, 

EKONOMI WARGA SETEMPAT TERDONGKRAK SETELAH DU- 

SUN ITU MENJADI SENTRA PEMBUATAN SANGKAR BURUNG. 

SEMUA BERKAT INOVASI YANG DIBUAT SHODIQ PRIBADI. 

OPTIMISTIC FACES ARE EASILY FOUND IN DUSUN KARANG 

ASEM, DESA KARANGSEMANDING, BALONGPANGGANG, 

IN GRESIK. UNDERSTANDABLY, THE ECONOMY OF LO- 

CAL RESIDENTS HAS BEEN BOOSTED SINCE THE VILLAGE 

BECAME THE CENTER OF BIRDCAGE MAKING. ALL THANKS 

TO THE INNOVATIONS MADE BY SHODIQ PRIBADI. 

104 


BEGITU MEMASUKI jalan kampung Karang Asem, desing 

mesin penghalus langsung menyapa. Bersahutan dari rumah ke 

rumah. Di halaman, anak-anak muda dan orang tua bertelanjang 

dada tengah asyik ‘merangkai’ sangkar burung. “Kami kini lebih 

optimistis menatap masa depan,” terang Riasan Hadi Saputro, 

Kepala Dusun Karang Asem. 

Dusun yang terletak sekitar 50 km dari Surabaya ini memang 

dikenal sebagai sentra sangkar burung. Dari 140 kepala keluarga 

(KK) yang tinggal di sana, sebanyak 90 KK berprofesi sebagai 

perajin sangkar burung. Menurut Riasan, perajin sangkar burung 

kini menjadi profesi utama, mengalahkan sektor pertanian yang 

sebelumnya jadi andalan. 

Sejatinya, usaha sangkar burung sudah berjalan turun temurun 

di dusun tersebut. Hanya saja, saat itu masih bersifat sampingan. 

Sangkar yang dibuat pun bentuknya bulat dengan bahan dari rotan. 

Sangkar jenis ini biasanya dipakai untuk burung jenis perkutut 

dan puter. Daerah edarnya pun terbatas. Bahkan, produksi baru 

dilakukan setelah ada pesanan. 

Adalah Shodiq Pribadi (47) yang mengawali perubahan di daerah 

ini. Bapak dua anak ini bak Raja Midas. Sentuhan yang dilakukan 

ENTERING Karang Asem area, you may hear the whoosh of 

smoothing grinder machines. You can hear it from house to house. 

In the yard, shirtless young people and their parents are busy 

stringing birdcages. “We are now more optimistic to look at the 

future,” said Riasan Hadi Saputro, the headman of Dusun Karang 

Asem. 

The hamlet located about 50 kilometers from Surabaya is 

known as the center of birdcage production. Of the 140 households 

who live there, as many as 90 families make a living from 

birdcage. According to Riasan, birdcage crafter now has become 

a main profession overcoming the agricultural profession. 

The birdhouse business has been running for generations in the 

village. However, it was only side business. The cages were always 

made in semicircular from rattan. This type of cage is usually used 

for zebra or peaceful dove (Geopelia striata) and ringneck dove 

(Streptopelia risoria). The area of marketing was also limited and 

the production was only made after booking. 

It was Shodiq who initiated the revolution in this hamlet. 

The father of two children is like King Midas. His touches make 


membuat sangkar burung naik derajat; 

dari usaha sampingan menjadi home 

industri utama di daerah ini. Kuncinya, 

Shodiq melakukan inovasi model sangkar 

burung yang sebelumnya berbentuk 

bulat dan kaku. Dia yang mengenalkan 

sangkar berbentuk kotak dan ramping. 

Bahan dasarnya pun diganti kayu 

jati. Agar lebih eye catching, sangkar 

dipoles dengan cat warna-warni yang 

mencolok. Alhasil tampilannya lebih sedap 

dipandang mata, dan bisa jadi burung 

yang ada di dalamnya jadi betah. 

“Saya coba mengikuti selera pasar. 

Ini barangkali yang membuat produk 

kami selalu diterima konsumen,” 

terang suami dari Sutatik ini. 

Sebagai pionir, Shodiq tak pelit 

berbagi ilmu dengan tetangga dan 

warga desa. Sebagian besar perajin 

di daerah ini adalah bekas anak 

buahnya. Toh dia tak khawatir bakal 

tersaingi. Sebaliknya, Shodiq bersyukur 

bisa membantu orang lain dan 

berharap siapa pun bisa mengikuti 

jejaknya. “Yang saya jual kualitas, 

jangan sampai pelanggan kecewa 

dengang sangkar burung buatan 

saya,” tegasnya. 

Ya, produk Shodiq memang dikenal 

karena kualitasnya. Maklum, ayah 

dari Agung Setyawan (20) dan Yahya 

Darmawan (15) ini mengerjakan dan 

mengawasi langsung proses produksi. 

Mulai pemilihan bahan sampai finishing. 

Untuk bahan baku, Shodiq tak sembarangan 

memilih. Dia menjalin kerja sama 

dengan salah satu pabrik pengolahan 

kayu jati di Gresik. Limbah kayu dari 

birdcage rising in prestige; from side 

business into main home industry in 

this area. His key to the hamlet revolution 

is innovation. Shodiq change the 

models; from semicircular and stiff into 

box-shaped and sleek cage. 

He also replaced the basic materials 

from rattan into teakwood. To be more 

eye-catching, he polished the cage 

with striking color paint. As a result, the 

cages look great, and the bird could 

feel more at home. 

“I try to follow the market taste. This 

is perhaps what makes our products 

always be in consumer’s heart,” said 

Shodiq, the husband of Sutatik. 

As a pioneer, Shodiq does not mind 

to share his knowledge with neighbors 

and villagers. Most of the birdcage 

makers in this area were actually his 

former subordinates. Shodiq never 

feels worried that he will be rivalled 

by them. Instead, Shodiq feels grateful 

to be able to help others and he 

even hopes anyone could follow in his 

footsteps. “What I sell is quality. I never 

make my customers upset with my 

birdcage,” he said. 

Yes, Shodiq product is known for 

quality. Understandably, the father of 

Agung Setiawan and Yahya Darmawan 

directly works and oversees 

the production process; from materials 

selection to finishing process. For 

raw materials, Shodiq never carelessly 

picks up. He cooperates with a teak 

wood processing plant in Gresik. He 

uses the wood waste of the plant to 

106 


pabrik itulah yang dimanfaatkan untuk membuat sangkar burung. 

Ini bukan tanpa alasan. Menurut Shodiq, dari sisi umur dan 

kualitas, kayu dari pabrik tersebut sudah pasti terjamin. “Lain bila 

ambil di galangan (toko bahan bangunan, red). Bisa saja umurnya 

masih muda tapi kayu jatinya sudah dipotong,” jelasnya. Saat 

finishing, Shodiq pun pilih pakai cara manual. Meski makan waktu 

lama namun hasil akhirnya lebih sempurna. Ini yang membuat 

dirinya kewalahan hingga sampai menolak order. 

Sejatinya Shodiq tak kerja sendiri. Sehari-hari dia dibantu 20 

karyawan. Toh, kadang masih belum mampu melayani permintaan 

yang membeludak. Bahkan, sampai ada pelanggannya di luar pulau 

yang transfer uang lebih dulu agar pesanan sangkar burungnya 

segera diselesaikan. “Biasanya memang seperti itu. Transfer lebih 

dulu, sebulan berikutnya barang saya kirim,” ceritanya. 

Shodiq membuat sangkar burung dalam tiga ukuran, yakni kecil 

dengan harga Rp 175 ribu, sedang Rp 275 ribu dan besar seharga 

Rp 400 ribu. Sangkar ini cocok untuk burung jenis kacer, cudet, 

cucak ijo, anis merah, murai batu dan cucak rowo. “Kalau ada 

yang pesan, tinggal saya tanya burungnya jenis apa, saya sudah 

tahu ukuran dan model sangkarnya seperti apa,” katanya lagi. 

Sebulan Shodiq bisa memproduksi sekitar 200 sangkar. Selain 

Surabaya dan Gresik, pemasarannya juga sampai ke Banyuwangi, 

make birdcages. 

It is not without reason. According Shodiq, teak –even the 

waste– from the factory has already been guaranteed in terms of 

maturity and quality. “The maturity and quality will be different if 

I take the teakwood from building materials small store. It could 

be the teakwood is cut in young age,” he explained. For finishing, 

Shodiq choose to use the manual method. Yes, it is time consuming. 

But, the end result is perfect. This is what makes him overwhelmed 

and sometime to reject order. 

Shodiq does not work alone. Every day, he is assisted by 20 

employees. After all, sometimes they have not been able to serve 

the booming order. So, some customers from outside Java island 

transfer money in advance in order of to get their birdcage immediately 

made. “Usually it’s like that. They transfer money first and 

then I send the cage next month,” he said. 

Shodiq makes birdcages in three sizes; the small size is priced 

Rp 175 thousand, medium is tagged Rp 275 thousand, and the 

big one is Rp 400 thousand. These cages are suitable for chirping 

bird such as shama, long-tailed shrike (Lanius schach), greater 

green leafbird (Chloropsis sonnerati), orange-headed thrush 

(Zoothera citrina), white-rumped shama (Copsychus malabaricus) 

and straw-headed bulbul (Pycnonotus zeylanicus). “If someone 

makes order, I just ask him for what kind of bird. I already know the 

size and the model of the cage for special bird,” he said. 

In a month, Shodiq can produce 200 cages. In addition to 

Surabaya and Gresik, his marketing area is up to Banyuwangi, 


Lumajang, Bali dan Kalimantan. Menariknya, Shodiq tak perlu 

repot-repot mengirim barang ke sana. Pelanggannya yang ambil 

sendiri. “Kalau untuk Surabaya, Gresik dan sekitarnya saya yang 

kirim,” ujar perajin yang meraup pendapatan Rp 30 juta hingga Rp 

35 juta per bulan ini. 

Shodiq bersyukur usahanya berkembang dan bisa mengangkat 

ekonomi keluarga. Selain mampu membangun rumah, sebuah mobil 

Suzuki pikap juga terpakir di garasi rumahnya. “Alhamdulillah, 

ini berkat doa orang tua dan kerja keras selama ini,” tandasnya. 

Kehadiran Semen Indonesia lewat Program Usaha Kemitraan 

(PUK) menjadi berkah bagi Shodiq dan perajin sangkar burung 

lainnya. Seingat Shodiq, sudah tiga tahun terakhir dia dan rekanrekannya 

menjadi mitra SMI. Sebelumnya mereka mengandalkan 

pinjaman dari koperasi dan bank, baik pemerintah maupun 

swasta. Meski bunganya tinggi namun tetap diambil karena tidak 

ada pilihan lain. 

Awalnya Shodiq tak percaya SMI mau menjadikannya sebagai 

mitra binaan. Betapa tidak, untuk mendapatkan pinjaman modal, 

dia hanya diminta menyerahkan foto copy KTP. Pun tidak perlu 

agunan. “Saya waktu itu nggak yakin. Hari gini ada tawaran pinjaman 

hanya dengan modal KTP. Eh, ternyata benar-benar cair. 

Akhirnya, sekarang semua perajin ikut-ikutan jadi mitra binaan 

Semen Indonesia,” papar pria yang belajar membuat sangkar 

burung sejak SD ini. (*) 

Lumajang, Bali and Kalimantan. Interestingly, Shodiq need not to 

send the cages out there because most of his clients like to take 

the cages by themselves. “For my clients in Surabaya, Gresik and 

surroundings areas, I send the cages,” said the craftsman who 

earns Rp 30 million to Rp 35 million per month. 

Shodiq feels grateful that his business can grow up and lift his 

family’s economy. Aside of being able to build a house, a car Suzuki 

pickup is also parked in his garage. “Alhamdulillah. I also thanks 

to my parent’s prayers and our hard work over the years,” he said. 

Semen Indonesia with Partnership Enterprises Program (PUK) is 

a blessing for Shodiq and other birdcage crafters. Shodiq and his 

colleagues had become a Semen Indonesia partner since 2012. 

Previously, they relied on loans from public or private cooperatives 

and banks. They took the credit even in high interest rates 

because there was no other choice. Now, Semen Indonesia gives 

them choice. 

At first, Shodiq did not believe that Semen Indonesia wish 

to make him as trained partners. Just imagine; to get a loan, he 

was only asked to submit a copy of ID card. Also, it no need of 

collateral for the loans. “I was not sure, is there really a loan with 

only ID card copy as collateral? Well, it was real and I got the loan. 

Now, all birdcage makers in Dusun Karang Asem bandwagon me 

to become Semen Indonesia partner,” said the man who learned 

how to make birdcage since a kid. (*) 

SUMBER 

AGUNG 

Pemilik : Shodiq Pribadi 

Alamat : Dusun Karang Asem RT V/RW III 

Desa Karang Semanding, 

Kecamatan Balongpanggang, Gresik 




Telp : 031-71053962 

HP : 081 332 399 757 

Owner : Shodiq Pribadi 

Address : Dusun Karang Asem RT V/RW III 

Desa Karang Semanding, 

Kecamatan Balongpanggang, Gresik 




Telephone : 031-71053962 

Mobile Phone : 081 332 399 757 

108 


SUSY DYAH ANGGRAENI 

Dari Iseng, 

Raup Puluhan 

Juta Rupiah 

Just for Fun, Get Millions Rupiahs 

BERAWAL DARI KEISENGAN MENGOLAH BUAH PISANG YANG 

TUMBUH SEKITAR PEKARANGAN RUMAH MENJADI KERIPIK, 

SUSY DYAH ANGGRAENI SUKSES MENDULANG PENDAPATAN 

HINGGA RP 60 JUTA PER BULAN. SEKARANG, USAHA BERLABEL 

KERIPIK GERUS INI MEMPUNYAI BEBERAPA VARIAN PRODUK. 

IT WAS ONLY STARTED BY CULTIVATING BANANAS AROUND 

HER YARD INTO CHIPS. NOW, SUSY DYAH ANGGRAENI IS SUC- 

CESSFUL IN GETTING REVENUES OF UP TO RP 60 MILLION 

PER MONTH. HER BUSINESS, WITH KERIPIK GERUS LABEL, HAS 

SEVERAL PRODUCT VARIANTS. 


JALAN MENUAI SUKSES dilalui Susy dan suaminya, Abdus Samad, 

penuh liku dan perjuangan. Awalnya mereka berjualan nasi 

goreng keliling. Di sela itu, Susy yang tak mau tinggal diam sebagai 

ibu rumah tangga, iseng mengolah buah pisang yang tumbuh 

di sekitar kediamannya. Pisang itu diolah hingga menjadi keripik. 

Awalnya untuk dikonsumsi sendiri dan dibagikan ke tetangga atau 

sanak kerabat yang kebetulan bertandang. 

Eh, ternyata banyak yang suka. Beberapa tetangga dan kerabat 

memuji rasa keripik pisang olahannya ini. “Lalu ada yang pesan. 

Katanya buat hajatan atau camilan saat bepergian,” kenang Susy 

yang tergabung menjadi mitra binaan Semen Indonesia sejak 

2005. 

Susy pun berpikir, kenapa usaha ini tak digeluti secara serius? 

Toh, dia masih punya waktu senggang di sela jualan nasi goreng 

bersama sang suami. Kebetulan pula, ada teman yang mengajak 

gabung jadi mitra binaan Semen Indonesia. “Dari sana saya 

dapatkan tambahan modal untuk mengembangkan usaha ini,” 

ROAD TO SUCCESS is a little bit hard to pass for Susy and her 

husband, Abdus Samad. Firstly, they sell fried rice around neighborhood. 

In the middle of it, Susy doesn’t want to do nothing as 

housewives. Just for fun, she cultivates bananas which are grown 

around her house. She processed the bananas into chips. Initially, 

the banana chips were for their own consumption or given to 

neighbors or relatives who happened to visit. 

But, wait, most of them love the banana chips. Some neighbors 

and relatives praised the taste of this processed banana chips. 

“Then I got some orders. They said, the chips were for party snack 

or for picnic snack,” said Susy, who joined into Semen Indonesia 

partner since 2005. 

Then, Susy thought, why don’t make serious business with the 

banana chips? After all, she still had some free time in between 

selling fried rice with her husband. Coincidentally, there were 

friends who invite her to join partnership with Semen Indonesia. 

“From there, I got additional capital to expand the business,” she 

110 


tambahnya. 

Kendati sudah mulai 

mendapatkan pemasukan 

dari usaha ini, Susy dan suami 

belum sepenuhnya terjun 

total. Sepanjang 2005 sampai 

2008, usaha pembuatan keripik 

pisang ini dijalankan bersama 

jualan nasi goreng. Dalam 

kurun tiga tahun itu, sederet 

ujian dialami yang pada akhirnya 

membuat usaha ini makin 

besar. Kehabisan modal sering 

terjadi, belum lagi pesanan 

dari pembeli yang tak kunjung 

datang. 

Tahun 2008 menjadi titik 

awal bangkitnya usaha Keripik 

Gerus ini, tepatnya ketika Susy 

dan suami memutuskan berhenti 

berjualan nasi goreng keliling. 

Mereka bertekad seratus 

persen mencurahkan tenaga 

dan pikiran untuk membesarkan 

usaha pembuatan keripik 

pisang. Sebuah keputusan 

tepat, karena setelah itu Susy 

bisa fokus dan menciptakan 

beberapa keripik varian baru. 

Peralatan bekas berjualan 

nasi goreng digunakan untuk 

menunjang proses produksi. 

Setelah menambah pekerja 

dan memperbaiki sistem 

pemasaran melalui sales dan 

membuka toko, usaha Susy 

semakin tumbuh dan kini menjadi 

salah satu ikon oleh-oleh 

kota Tuban. Sebagai seorang 

sarjana, Susy paham teknologi 

Meskipun keripik 

tradisional, tapi kalau 

dikemas dengan baik 

nilainya pasti beda. 

Dan semua itu 

membutuhkan teknologi.” 

“Although it’s only traditional banana chips, if 

you package it properly, the value is definitely 

better. All of it requires technology.” 

said. 

Already got some revenue 

from this venture, Susy 

and her husband have not 

fully plunged into banana 

chip business. Throughout 

2005 to 2008, the business 

of making banana chips was 

run jointly with selling fried 

rice. Within three years, they 

experienced a series of difficulties. 

Such as running out 

of capital, or lack of orders 

from buyers. 

In 2008, they got the starting 

point to rebuild Keripik 

Gerus business. Susy and 

his husband decided to stop 

selling fried rice. They determined 

to devote 100% their 

effort to develop the banana 

chips business. Yes, that was a 

right decision. After that, Susy 

focus and creates several new 

variants of chips. She used rice 

frying equipment to support 

the banana chips production 

process. She added some 

workers and improved the 

marketing system through 

sales and stores. The business 

grows up. 

Today, Kripik Gerus become 

one of Tuban town’s icons. 

As a bachelor degree holder, 

Susy learns that technology is 

needed to make products with 

the best quality and quantity. 

“Although it’s only traditional 

banana chips, if you package 


sangat dibutuhkan untuk mendapatkan produk dengan kuantitas 

dan kualitas terbaik. “Meskipun keripik tradisional, tapi kalau 

dikemas dengan baik nilainya pasti beda. Dan semua itu membutuhkan 

teknologi,” ujar dia. 

Kini Susy memiliki 12 karyawan dan 13 tenaga sales. Tiap 

bulan, omzet yang dicetak dari ‘usaha ringan’ ini mencapai Rp 60 

juta dengan keuntungan bersih Rp 18 juta. Pendapatan sebesar 

itu berasal dari penjualan yang tersebar dari Tuban, Surabaya, 

Semarang, Jakarta, Kalimantan, Medan dan Sulawesi. Bahkan tak 

jarang kolega yang berangkat ke luar negeri ikut pula membawa 

Keripik Gerus untuk dijadikan camilan dan oleh-oleh. 

Keripik khas Tuban ini memiliki 12 varian produk, di antaranya 

keripik singkong dan keripik pisang. Untuk keripik singkong, dari 

bahan produksi 1 sak singkong bisa diambil keuntungan bersih 

sekitar Rp 100 ribu. Laba untuk produk lain pun bervariasi, tetapi 

rata-rata berada di kisaran 30 persen. 

Ke depan, Susy terus berupaya mengembangkan usaha ini agar 

makin maju. Selain memperluas cakupan pasar di dalam negeri, 

Keripik Gerus juga mulai menata diri untuk bisa masuk ke pasar 

mancanegara. Khususnya di beberapa negara yang komunitas 

warga Indonesianya banyak, misalnya Hong Kong, Singapura dan 

it properly, the value is definitely better. All of it requires technology,” 

she said. 

Susy now has 12 employees and 13 salespersons. Each month, 

the turnover from her ‘small business’ is about Rp 60 million with 

a net profit of Rp 18 million. The revenue is from sales in Tuban, 

Surabaya, Semarang, Jakarta, Medan, Kalimantan, and Sulawesi. 

It is not infrequent her colleagues who go abroad also bring along 

Keripik Gerus as snacks or souvenirs. 

The Tuban’s typical chips have 12 variants, including cassava 

chips and banana chips. For cassava chips, from a sack of cassava 

as material production, it can be taken a net profit of approximately 

Rp 100 thousand. The profit of other variant products are 

varies, but the average is 30 percent of total production cost. 

Looking ahead, Susy wants to develop this business in order 

to grow bigger and stronger. In addition to expanding the market 

coverage inside Indonesia, Keripik Gerus is projected to penetrate 

foreign markets. The international market target is especially some 

countries that have many Indonesian communities, such as Hong 

112 


Malaysia. “Lidah mereka kan tidak bisa meninggalkan makanan 

Indonesia,” katanya memberi alasan. 

Dia yakin obsesi itu bakal terwujud. Apalagi, dukungan penuh 

diberikan Semen Indonesi yang menjadikan Keripik Gerus sebagai 

mitra binaan. Di samping pinjaman modal, Susy kerap diajak 

pameran ke berbagai daerah. “Pameran lumayan sering, baik di 

Tuban maupun daerah-daerah lain,” ungkapnya. (*) 

Kong, Singapore and Malaysia. “Indonesian tongues can’t resist 

Indonesian food even in other countries,” she explained. 

She believes her obsession will come true. Moreover, full support 

is given by Semen Indonesia which makes Keripik Gerus as 

trained business partners. In addition to capital loan, Susy is also 

often invited to participate in various exhibitions. “The exhibition 

is quite often, both in Tuban and other areas,” she said. (*) 

KERIPIK GERUS 

Pemilik : Susy Diah Anggraeni 



Alamat : Jl Barat Ketigo Ds Semanding Barat 

RT 02/RW 01 Semanding Tuban 

Telp : 0356-326561 

Blog : www.geruskeripiktuban.blogspot.co.id 

Owner : Susy Diah Anggraeni 



Address : Jl Barat Ketigo Ds Semanding Barat 

RT 02/RW 01 Semanding Tuban 

Telephone : 0356-326561 

Blog : www.geruskeripiktuban.blogspot.co.id 


Sukses Berkat Ketekunan dan Kesabaran 

IMAM SYAFII 

SUCCESS = PERSISTENCE + PATIENCE 

MENTAS DARI MENUNTUT ILMU DI SEBUAH PONDOK PESAN- 

TREN DI JAWA TENGAH, IMAM SYAFII SEMPAT GALAU HARUS 

BERBUAT APA. KINI DIA SUKSES MENDULANG PENDAPATAN 

JUTAAN RUPIAH TIAP BULAN DARI USAHA PEMBUATAN KA- 

LIGRAFI DAN PIGURA. 

FINISHING STUDY IN AN ISLAMIC BOARDING SCHOOL IN 

CENTRAL JAVA, IMAM SYAFII DIDN’T HAVE ANY IDEA WHAT TO 

DO TO MAKE A LIVING. NOW, HE IS SUCCESSFUL IN GETTING 

MILLIONS OF RUPIAH PER MONTH FROM CALLIGRAPHY AND 

PHOTO FRAME BUSINESS. 

GHAFA FRAME menjadi nama yang dipilih Imam Syaifi sebagai 

bendera usaha yang digeluti saat ini. Bapak satu anak ini merintis 

usaha pembuatan kaligrafi dan pigura. Menariknya, kendati dibutuhkan 

ketrampilan khusus, warga Desa Gaji, Kecamatan Kerek, 

Kabupaten Tuban, ini justru memulai usaha secara otodidak. 

Imam memulai usaha pembuat kaligrafi tahun 2008. Kali 

pertama tertarik saat sedang melihat kaligrafi di sebuah toko di 

Tuban. Dari sana, terbetik keinginan untuk membuat hal yang 

sama. Apalagi, sebagai lulusan pondok pesantren, dia sangat 

akbar dengan seni menulis huruf Arab. “Saya kemudian beli 

kaligrafi tersebut. Selain senang, saya juga tertantang untuk 

bisa membuatnya sendiri,” ungkapnya. 

Tak serta merta keinginan kuat itu seiring dengan 

hasil yang didapat. Butuh ketekunan, 

ketelatenan dan kesabaran 

untuk 

men- 

GHAFA FRAME. It is chosen as a trade mark of 

Imam Syaifi business. This father of a child builds a 

business of making calligraphy and photo frames. 

Interestingly, although the art of calligraphy 

needs special skills, he started the business 

without mentor. 

This Gaji villager in Kerek District, 

Tuban, started to write calligraphy 

in 2008. Initially, he was interested 

after seeing a framed 

calligraphy at a shop in Tuban. 

From there, he conceived a 

desire to make the same thing. 

Moreover, as a graduate of 

Islamic boarding school, he 

was great with the art of 

writing Arabic. “So, I bought 

the framed calligraphy. I felt I 

like it and I was also challenged 

to make my own,” 

he said. 

114 


ciptakan tulisan yang indah. 

Intinya, terang Imam, terus 

belajar dan tak gampang menyerah. 

Berkat kerja keras 

itulah, kini karya Imam diminati 

banyak orang. 

Menurut Imam, bahan yang 

diperlukan untuk membuat 

karya kaligrafi adalah aluminium 

warna putih, alumunium foil, tripleks, 

benang dan kain beludru. 

Langkah pertama membuat 

background dengan airbrush, 

setelah itu baru membuat 

tulisan di atasnya. “Sket tulisan 

dibuat dulu di atas kertas, 

lalu ditempel ke alumunium,” 

jelasnya. 

Dalam sehari Ghafa Frame 

mampu menghasilkan lima 

sampai tujuh karya kaligrafi, tergantung 

tingkat kerumitan dan 

tenaga kerja. Bahan baku tidak 

sulit didapat, hanya saja Imam 

terkendala modal, tenaga, pemasaran 

serta tempat. “Itu yang 

bikin perkembangannya agak 

lambat,” tutur mitra binaan 

Semen Indonesia sejak 2012 

lalu ini. 

Peminat kaligrafi sebenarnya 

cukup banyak, apalagi harganya 

tidak mahal-mahal amat. Harga 

kaligrafi Ghafa Frame berkisar 

antara Rp 100 ribu sampai Rp 

1,5 juta. “Harga Rp 100 ribu itu 

However, a strong desire is 

not necessarily in line with the 

results obtained. It takes persistence, 

diligence and patience 

to create beautiful writing. In 

essence, according to Imam, 

he must continue to learn and 

not easily to quit. Thanks to 

the hard work, persistence, and 

patience, now Imam’s works are 

favored by lots of people. 

According to Imam, the materials 

to create calligraphy are 

white aluminum, aluminum foil, 

plywood, yarn and velvet. “The 

first step is to make the background 

with airbrush. Then, I 

make the writing on it. To make 

sure, make a sketch on a paper 

then tape it to the aluminum,” 

he explained. 

In a day, Ghafa Frame can 

produce five to seven calligraphic 

works, depending on 

the complexity and the labor. 

Raw materials are not hard to 

find, but Imam has constrain 

on capital, labor, marketing 

and place to work. “That’s what 

makes my business somewhat 

slow,” said Imam, who joins as 

Semen Indonesia partner since 

2012. 

There are quite a lot of 

calligraphy enthusiasts and 

the price is not very costly. 

Ghafa Frame calligraphy’s price 

ranges from Rp 100 thousand 

to Rp 1.5 million. “For Rp 100 

thousand, the work is 20 x 20 


untuk kaligrafi ukuran 20 x 20 cm dengan tulisan Allah dan Nabi 

Muhammad SAW,” sebut Imam. Sedangkan kaligrafi ukuran 1 m 

x 150 cm dengan tulisan Ayat Kursi dilepas dengan harga Rp 1,5 

juta. 

Area pemasarannya meliputi Tuban, Lamongan, Demak, bahkan 

sampai Medan dan Kalimantan. Dalam sebulan Imam mampu 

meraup omzet penjualan Rp 40 juta. Selain membuat kaligrafi, pria 

berusia 38 tahun ini juga mengerjakan pesanan frame foto dari 

studio foto di Tuban. Menurutnya, usaha kaligrafi dan pembuatan 

pigura masih punya prospek bagus. 

Dari usaha ini, Imam telah mampu memperbaiki rumah dan 

membeli sebuah mobil minivan. Sesuatu yang sama sekali tak 

pernah terbayang saat memulai usaha ini. “Semua ini juga berkat 

bantuan dari Semen Indonesia. Saya dapat bantuan pinjaman 

modal dengan bunga rendah, sampai kesempatan mengikuti 

pameran,” akunya. (*) 

cm size calligraphy of words Allah and Prophet Muhammad,” said 

Imam. “While 1 m x 150 cm size calligraphy with Ayat al-Kursi is 

valued Rp 1.5 million.” 

His marketing areas are Tuban, Lamongan, Demak, even 

Medan and Kalimantan. Within a month, Imam is able to reap 

sales turnover of Rp 40 million. In addition to calligraphy, he also 

makes photo frame for a photo studio in Tuban. The business of 

calligraphy and making frame still has good prospects. 

From this business, Imam is able to repair his house and buy a 

minivan. It is something that he absolutely never imagined when 

starting this business. “Thank to Semen Indonesia. I got loan with 

low interest, and have the opportunity to participate in some exhibition,” 

he admitted. (*) 

GHAFA FRAME 

Pemilik : Imam Syafii 

Produk : Kaligrafi aluminium dan pigura foto 



Alamat : Dusun Sidodadi RT 04/ RW 05, 

Desa Gaji, Kecamatan Kerek, Tuban 

Telepon : 085290267127 

Owner : Imam Syafii 

Products : aluminum calligraphy and photo frames 



Address : Dukuh Sidodadi RT 04/RW 05, 

Gaji village, Kerek district, Tuban 

Mobile Phone : 085290267127 

116 


HASAN HASANUDIN 

Berawal dari 

Kesibukan Wali Santri 

It Starts from Pupil’s Parents 

MEMBERDAYAKAN WALI SANTRI YANG SEDANG MENUNGGU 

ANAK-ANAKNYA. BEGITU SALAH SATU ALASAN HASAN HASA- 

NUDIN MEMBANGUN USAHA KERAJINAN BERBAHAN PELEPAH 

PISANG INI. KINI PRODUKNYA TELAH MERAMBAH BERBAGAI 

KOTA, BAHKAN SAMPAI KE MALAYSIA. 

EMPOWERING THE PARENTS WHO ARE WASTING TIME WAIT- 

ING FOR THEIR CHILDREN. IT WAS ONE OF THE REASONS FOR 

HASAN HASANUDDIN TO BUILD A HANDCRAFT BUSINESS 

MADE FROM BANANA BARK. NOW, THE PRODUCTS HAVE PEN- 

ETRATED MANY CITIES, EVEN EXPORTED TO MALAYSIA. 


HASAN HASANUDIN sehari-hari menjadi pengasuh di Pondok 

Pesantren Al Husain, Tuwiri, Kecamatan Merak Urak, Tuban. 

Di sela mengajar, Hasan tergelitik melihat para wali santri yang 

menunggui putra-putrinya mengaji di pondok, santai tak ada kegiatan. 

Dari sana tebersit ide memberi kegiatan yang bermanfaat 

bagi wali santri yang kebanyakan ibu-ibu tersebut. 

“Saya kemudian browsing di internet dan tertarik dengan 

usaha ini. Kebetulan di daerah kami, khususnya Merak Urak, 

banyak sekali pohon pisang,” kisahnya. 

Secara otodidak, Hasan mulai melakukan eksperimen untuk 

mengolah pelepah pisang. Bagaimana agar bahan dasar yang 

melimpah itu menjadi bernilai. Jadilah gantungan kunci berbahan 

pelepah pisang, disusul pernik-pernik lainnya. “Namanya juga 

belajar. Banyak salahnya dibanding benernya,” ungkapnya. 

Tetapi Hasan tak putus asa. Akhirnya, lewat beberapa percobaan, 

apa yang diharapkan terwujud. Belgedes Art mampu memproduksi 

kerajinan yang menarik dan kuat. “Baru setelah itu saya mulai mengajari 

wali santri,” sambungnya. Awalnya berbagai kerajinan itu masih 

dipakai kalangan sendiri, khususnya di lingkungan Ponpes Al Husain. 

Seiring dengan peningkatan kualitas, Hasan mulai berani 

memasarkan keluar. Selain dijajakan door to door pada kawankawannya, 

produk ini juga ditawarkan secara online via facebook 

dan blog. “Mulanya respons masih minim. Masih banyak yang 

belum yakin bahwa pelepah pisang bisa diolah menjadi berbagai 

produk seperti ini,” ungkapnya. 

Hasan terus berjuang. Apalagi, pada 2011, dia direkrut Semen 

Indonesia sebagai mitra binaan. Dari sana langkah bisnisnya menjadi 

lebih tertata. Pasalnya, selain pinjaman modal usaha, Semen 

HASAN HASANUDDIN’S daily job is as teacher in Pondok 

Pesantren (Islamic boarding school) Al Husain, Tuwiri, in Urak 

Merak District, Tuban. While teaching, Hasan was intrigued to see 

the parents of his students just sitting casually with no productive 

activity. So, an idea just popped up from his mind to give some 

activities to the parent that mostly women. 

“I browsed the Internet, and interested in handcraft business. 

Fortunately, in my area, especially in Merak Urak, there are lots of 

banana trees,” said Hasan. 

Autodidactly, Hasan began to do some experiments with banana 

tree bark. He tried to cultivate the abundant bark to become 

more valuable. So, he made keychains from banana bark, then 

made other trinkets. “Well, it was only learning by doing. So, I 

found more mistakes than the right things,” he said. 

But Hasan was not desperate. Finally, through several experiments, 

he could crystalize his imagination. Belgedes Art is capable 

to produce fine craft. “After that, I began to teach the parents,” 

he said. 

Initially, the various crafts they produced were used only among 

themselves, particularly in Pondok Pesantren Al Husain. Along with 

the improving quality, Hasan dare to market outside. The craft, 

other way than just peddled door-to-door to his friends, were also 

offered online via Facebook and blogs. “At first, the response was 

minimal. People were not convinced that banana tree bark can be 

processed into various products such as this,” he said. 

Hasan never stops. Moreover, in 2011 he was recruited by 

Semen Indonesia as trained partners. From here, his business 

becomes more organized. In addition to capital loans, Semen 

118 


Indonesia juga memberi sederet pendampingan. Mulai mengajari 

cara mengelola keuangan, meningkatkan kualitas produk sampai 

bagaimana cara memasarkan. 

Pelan tapi pasti produk yang dihasilkan mulai diterima pasar. 

Apalagi, beberapa kali Semen Indonesia mengajak Belgedes Art 

pameran ke berbagai kota. “Kami diberi banyak kesempatan oleh 

Semen Indonesia untuk menunjukkan dan menawarkan produk 

kami lewat event-event pameran yang ada,” ujar Hasan. 

Kalau dulu hanya membikin gantungan kunci, kini Belgedes Art 

punya produk bervariasi. Mulai pigura, tempat pensil, kaligrafi, 

tempat tisu, dan lainnya. “Kami juga menerima pesanan untuk 

suvenir pernikahan,” tambahnya. Cakupan pemasaran pun makin 

luas. Selain Tuban, produk Belgedes Art bisa ditemui di Surabaya, 

Semarang dan beberapa kota lainnya. 

Bahkan, sejak setahun terakhir, kerajinan pelepah pisang ini telah sampai 

ke Malaysia. Semua berkat putri sulung Hasan, Firda, yang tengah 

menempuh studi di salah satu universitas di Kuala Lumpur. “Kalau pas 

ada kegiatan bazar di kampus atau masyarakat Indonesia di sana, produk 

ini ikut dipamerkan juga. Peminatnya cukup banyak,” ungkapnya. 

Pelan namun pasti, usaha yang dirintis Hasan ini mulai berkembang. 

Omzetnya kini menyentuh Rp 7 juta per bulan. Bagi Hasan, 

jumlah itu cukup besar. Apalagi usaha ini awalnya diniati untuk 

memberi kesibukan wali santri. Karena murni mengandalkan 

kerajinan tangan (handycraft), ada sederet kendala yang membuat 

Hasan kerap menahan diri untuk tak ambil pesanan banyak. 

Selain waktu, tenaga terampil yang mengerjakan juga terbatas. “Kesulitan 

kami di situ. Tenaga terampilnya terbatas. Kalaupun ada penambahan, 

juga perlu waktu agar dia benar-benar mahir,” pungkasnya. (*) 

Indonesia also gives him a series of mentoring; how to manage 

finances, how to improve product quality, how to market, etc. 

Slowly but surely, his products began to be accepted by market. 

Moreover, Semen Indonesia several times invites Belgedes 

Art to attend exhibitions in various cities. “We were given many 

opportunities by Semen Indonesia to show and offer our products 

through exhibition events,” said Hasan. 

At first, Belgedes Art only make key chains, now it make various 

products. Photo frame, pencil case, calligraphy, tissue box, and 

many others. “We also take order for wedding gift,” he added. 

Even, Belgedes Art has more extensive marketing coverage. 

The product not only in Tuban, but can also be found in Surabaya, 

Semarang and some other cities. Since last year, the banana bark 

craft has come to Malaysia. Thanks to Firda, the eldest daughter of 

Hasan, who were studying in Kuala Lumpur. “When there are bazaar 

events in campus or in Indonesia community, these products 

are always on display. We receive quite a lot of demand,” he said. 

Hasan’s business starts to grow. The turnover now is about Rp 7 

million per month. For Hasan, the figure is quite big. Moreover, his 

business was initially only for giving productive activity to student’s 

parent. Because purely relying on handicraft, there are series of obstacles 

that force Hasan to restrain himself not to take lots of order. 

In addition to time, the skilled workers are also limited. 

“That’s the point. The skilled labor is limited. Even if there are 

additions worker, it also takes time for them to be really proficient,” 

he said. (*) 

BELGEDES 

ART 

Pemilik : Hasan Hasanudin MM 

Alamat : Dsn Kedungsati RT 03/RW 04 ,Tuwiri 

Wetan, Kecamatan Merak Urak, Tuban 

Telp : 081359929727 


Omzet : Rp 6 juta – Rp 7 juta per bulan 

Blog : www.kerajinangedebok.blogspot.com 

Owner : Hasan Hasanuddin MM 

Address : Dsn Kedungsati RT 03 / RW 04, Tuwiri 

Wetan, Urak Merak District, Tuban 

Phone : 081359929727 


Turnover : Rp 6 million – Rp 7 million per month 

Blog : www.kerajinangedebok.blogspot.com 


NANIK MUFIDA 

SEPATU-SEPATU CANTIK INI 

DIRANCANG NANIK MUFIDA. 

PENGALAMAN BERTAHUN-TAHUN 

MEMBUAT KARYANYA TAMPAK 

BEDA DAN EKSKLUSIF, WALAU TAK 

SELALU MAHAL. DENGAN LABEL 

LIEVIEDA, DESAINER ASAL MO- 

JOKERTO INI BERTEKAD MENERO- 

BOS PASAR SINGAPURA. 

THESE BEAUTIFUL SHOES WERE 

DESIGNED BY NANIK MUFIDA. 

MANY YEARS OF EXPERIENCE 

MAKES HER WORK LOOKS DIF- 

FERENT AND EXCLUSIVE, EVEN 

THOUGH NOT ALWAYS EXPEN- 

SIVE. WITH LIEVIEDA LABELS, THE 

MOJOKERTO-BORN DESIGNER 

IS DETERMINED TO PENETRATE 

SINGAPORE MARKET. 

KUALITAS DIJAMIN, 

MODEL SELALU GRES 

Guaranteed Quality, Newest Style 

120 


PERKARA MODEL, sepatu yang dirancang Nanik memang oke. 

Semua itu berkat ketekunannya mencari referensi ke berbagai 

sumber, mulai majalah sampai terjun langsung ke toko dan malmal. 

Perempuan 31 tahun ini berusaha menyelaraskan karyanya 

dengan tren baru yang digandrungi anak-anak muda. 

“Harus up to date, tapi itu saja tidak cukup. Kalau di toko 

modelnya begini, maka sepatu saya nanti harus beda. Misalnya 

ditambahi pernak-pernik, atau komposisi warnanya diubah,” 

terangnya. Resep itu yang membuat alas kaki merek Lievieda selalu 

ditunggu konsumen setianya yang tersebar di berbagai kota 

di Jatim, Semarang, Jogjakarta, sampai Kalimantan. 

Saat ini yang paling laris adalah sepatu boots kulit untuk 

perempuan. Di toko-toko harganya mencapai Rp 400 ribu, 

“Buatan saya cuma Rp 200 ribu. Kualitasnya saya jamin setara, 

malah modelnya lebih bagus dan baru,” sambung desainer yang 

tinggal di Jl Panderman Gang XV/34 Mojokerto ini. Di luaran, 

menurut Nanik, angka Rp 200 ribu hanya dapat sepatu boots 

berbahan kanvas. 

Mempekerjakan delapan perajin yang notabene warga sekitar, 

workshop sepatu Lievieda yang beralamat di Perum Griya Japan 

Raya Tahap 4, Jl Palembang 

Blok D2/28 Sooko, Mojokerto, 

tiap hari selalu sibuk. Mereka 

mengolah bahan kulit sapi terbaik 

menjadi sepatu berbagai model, 

tas, juga dompet. 

Sepatu dan sandal dibanderol 

Rp 100 ribu – Rp 500 ribu, tas 

mulai harga Rp 250 ribu hingga 

Rp 1 juta, sedangkan dompet Rp 

75 ribu sampai Rp 400 ribu. Para 

perajin itu bekerja dengan sistem 

borongan di rumah masing-masing, 

tapi semua peralatan dipasok 

oleh Nanik. Selembar kulit sapi 

seharga Rp 17 ribu bisa dibuat tiga 

pasang sepatu. 

FOR SHOES STYLE, Nanik’s design is always okay. All thanks 

to her diligence to look for references from various sources; 

Internet, magazine, or directly goes to stores and malls. Born in 

1985, Nanik always tries to align her work with new trend loved by 

young people. 

“Must be up to date. But, it is not enough. If the store has 

particular style, then I must create different style. For example, I 

must add trinkets, or change color composition, to my shoes,” she 

explained. It is the formula that makes Lievieda brand footwear 

always be waited by loyal consumers which spread across various 

cities in East Java, Semarang, Jogjakarta, to Borneo. 

Commonly, the best-seller is leather boots for women. In 

stores, the price is about Rp 400 thousand. “However, the same 

leather boots I made only cost Rp 200 thousand. I guarantee 

the same quality, or even better, and with new styles,” said the 

designer who lives in Jl Panderman Gang XV/34 Mojokerto. To 

compare, Nanik said the Rp 200 thousand in common store can 

only buy canvas boots. 

Employing eight craftsmen from her neighborhood, Lievieda 

shoe workshop at Perum Griya Japan Raya Tahap 4, Jalan Palembang 

Blok D2/28 Sooko, Mojokerto, is always busy every day. 

They cultivate the best cow leather material into the various styles 

of shoes, handbags, and wallets. 

Shoes and sandals are priced at Rp 100 thousand to Rp 500 

thousand, bags are tagged Rp 250 thousand to Rp 1 million, 

while wallet is about Rp 75 thousand to Rp 400 thousand. 

The craftsmen worked with a contract 

system in their own homes, with 

all equipment supplied by 

Nanik. A piece of Rp 17 

thousand cow leather 

could be changed into 

three pairs of shoes. 

“For raw materials, I do not 

want to buy carelessly. One little 

mistake, the brand that I develop 

“Soal bahan saya juga tidak mau asal beli. Salah sedikit, bisa- 


isa brand yang sudah saya bangun bertahun-tahun 

ini jatuh,” tandas alumni Universitas Pesantren 

Tinggi Darul `Ulum (UNIPDU) Jombang jurusan 

Administrasi Bisnis ini. Dalam sehari Nanik mampu 

memproduksi 20 sampai 30 pasang sepatu, dengan 

omzet penjualan Rp 120 juta sebulan. 

Padahal pemasarannya hanya mengandalkan 

getok tular dan BlackBerry Messenger. Itu salah 

satu alasan Nanik menjadi mitra binaan Semen 

Indonesia. Di samping mendapat pinjaman lunak 

Rp 10 juta yang digunakan untuk menambah 

modal usaha, bersama Semen Indonesia dia 

berharap jaringan pemasaran sepatu Lievieda 

semakin luas. 

“Saya pernah diajak pameran ke berbagai daerah, 

antara lain Tuban, Gresik, Royal Plaza (Surabaya), 

Malang, bahkan sampai Kalimantan. Saya 

berharap suatu saat ada yang mengajak pameran 

di Singapura. Saya yakin pangsa pasarnya bagus, 

sebab Singapura kan salah satu tujuan wisata 

belanja paling terkenal di Asia,” ujar dia. 

Mantan karyawati bank swasta ini berkisah, 

ketertarikannya bergabung dengan Semen Indonesia 

berawal dari ajakan teman perajin dari Tanggulangin, 

Sidoarjo. Lantaran usaha sang teman 

berkembang bagus, Nanik tak berpikir lama-lama 

untuk menjadi mitra binaan BUMN penghasil semen 

tersebut. (*) 

in many years will fall,” said the alumni of Universitas 

Pesantren Tinggi Darul `Ulum (UNIPDU) 

Jombang department of Business Administration. 

In a day, Nanik can produce 20 to 30 pairs of 

shoes, with sales turnover at about Rp 120 million 

per month. 

The marketing is relied solely on word of 

mouth and BlackBerry Messenger. That’s one 

reason why Nanik becomes a trained partner with 

Semen Indonesia. In addition receive Rp 10 million 

soft loan which was used to increase business 

capital, she hopes the partnership with Semen 

Indonesia can make Lievieda shoes marketing 

network broader. 

“I’ve been invited to some exhibition in various 

areas, such as Tuban, Gresik, Royal Plaza (Surabaya), 

Malang, even to Kalimantan. I hope one 

day I will be invited to participate in exhibition in 

Singapore. I believe there will be a good market 

there, because Singapore is one of the most 

famous shopping destinations in Asia,” she said. 

The former private bank employee said, her 

interest in joining Semen Indonesia partnership 

was originated from a crafter-friend from Tanggulangin, 

Sidoarjo. Due to her friend’s business, 

Nanik did not think too long to apply as the partners 

of the state-owned cement producer. (*) 

Lievieda 

Pemilik : Nanik Mufida 

Produk : Sepatu, tas, dan dompet kulit 

Rumah : Jl Panderman Gang XV/34 Mojokerto 

Workshoop : Perum Griya Japan Raya Tahap 4, 

Jl Palembang Blok D2/28 Sooko, Mojokerto 

HP : 081330045776 



Owner : Nanik Mufida 

Product : Leather shoes, leather bags and leather wallets 

Home : Jl Panderman Gang XV / 34 Mojokerto 

Workshoop : Perum Griya Japan Raya Tahap 4, 

Jalan Palembang Blok D2/28 Sooko, Mojokerto 

Mobile phone : 081330045776 


Join Semen Indonesia partnership : 2015 

122 


SUSILANINGSIH 

Tanpa 

Pengawet, 

Bertahan 

hingga 

1,5 Tahun 

Without Preservatives, Lasting to 1.5 Years 

MASA PENSIUN TAK MENYURUTKAN SEMANGAT SUSILANING- 

SIH UNTUK TERUS BERKARYA. KARENA HOBI MEMASAK, PILI- 

HANNYA JATUH PADA SAMBAL. AWALNYA HANYA SATU JENIS 

SAMBAL, KINI BERKEMBANG JADI 11 MACAM. 

RETIREMENT CAN’T DAMPEN SUSILANINGSIH’S SPIRIT FROM 

WORKING. AS A COOKING ENTHUSIAST, HER CHOICE OF 

WORK FELL ON TO HOT SAUCE. INITIALLY, SHE CREATED ONLY 

ONE TYPE OF SAUCE, NOW SHE MAKES 11 TYPES. 


SELEPAS PURNATUGAS sebagai pegawai negeri sipil (PNS) di 

Pemprov Jawa Timur pada Maret 2011, Susi mencari ide wirausaha 

yang sejalan dengan hobinya. Kebetulan, seperti ibu-ibu 

kebanyakan, dia suka memasak. “Kata anak-anak, masakan saya 

enak. Maka saya coba-coba bikin usaha,” ujar pensiunan dari 

Dinas Perdagangan dan Perindustrian Jatim ini. 

Niat itu segera diwujudkan. Apalagi, semasa berdinas, urusan 

makanan dan minuman memang menjadi bidang tugas Susi. Dia 

juga tak ingin berpangku tangan menghabiskan masa pensiun. 

“Kedua orang tua saya selalu mengajarkan 

agar kita bermanfaat bagi sesama dalam keadaan 

apa pun,” sambungnya. 

Dari sekian banyak jenis masakan, 

Susi akhirnya menjatuhkan pilihan pada 

sambal. Alasannya, orang Indonesia gemar 

makan penyedap berasa pedas tersebut. 

Cabai sebagai bahan baku utama sambal 

juga sangat mudah didapat di Jawa Timur. 

”Paling enak cabai rawit merah cakra 

atau patalan, dan cabai cangkring. Pedas 

sekali dan bentuknya bagus,” ungkap Susi 

yang biasa berbelanja bahan sambal di 

Pasar Keputran, Surabaya. 

AFTER RETIRED as civil servant in March 2011, Susi looked for 

entrepreneurial ideas in line with her hobby. Fortunately, like most 

of mothers, she likes to cook. “My kids always say my food taste 

delicious. So I try to create a business related with food,” said 

Susi, a pensioner from Department of Trade and Industry of East 

Java province. 

Her intention was soon crystalized. During her career as civil 

servant, her main job was related to food and beverage. During 

retirement, she also doesn’t want to sit and do nothing to spend 

her time. “My parents always teach me to be useful for our fellow 

under any circumstances,” she said. 

Of the many types of food, Susi finally choose sambal 

(hot red chili sauce). Why? Indonesian people like to 

eat hot and spicy taste. And, chili as the main raw material 

of the hot sauce is available easily in East Java.” The 

most delicious is red hot chili cakra or patalan, and chili 

cangkring. They’re 

very hot and have a 

good shape,” said 

Susi who like to 

buy chili and other 

ingredients at 

Keputran Market, 

Surabaya. 

124 


Susi mencoba memproduksi sambal dari cabai segar dan 

mengemasnya dalam botol plastik. Produk perdananya itu lantas 

dititipkan di toko-toko dekat rumah. Tak disangka, konsumen suka 

dengan rasanya. ”Dari situ saya tergerak memasarkan sambal saya 

lebih luas,” akunya. 

Bersamaan dengan itu, Susi berusaha membekali produk 

sambalnya dengan izin dari pihak terkait, salah satunya Dinas 

Kesehatan dan Perdagangan. Hanya saja, ternyata butuh waktu 

berbulan-bulan untuk mengurus selembar izin. Terutama mendapatkan 

sertifikat kandungan gizi. 

“Kebetulan waktu itu ada pengusaha dari Singapura yang 

tertarik dan mau memasarkan produk saya ini di sana. Hanya 

saja, dia ingin sambal ini dilengkapi label takaran nilai gizi seperti 

produk makanan pada umumnya. Sayang prosesnya cukup lama 

sehingga peluang itu hilang,” keluhnya. 

Susi juga telah menguji ketahanan produk sambalnya. 

Ternyata, walaupun tanpa pengawet dan vetsin, sambal buatannya 

aman dikonsumsi sampai 1,5 tahun. Kuncinya terletak pada 

Susi tried to produce hot sauce from fresh chili, and packaged 

them in plastic bottles. Then, her first products were displayed in 

her neighbor’s stall. And, unexpectedly, it was sold out. It seemed 

the consumers like the taste. “So, I sell my hot sauces to broader 

market,” she admitted. 

While marketing the sauce, at the same time, Susi tried to get 

selling license from governments agencies, especially from health 

and trade department. Alas, it took months to get a piece of 

license; especially to get certification on nutritional content. 

“At that time, there was a businessman from Singapore who 

was interested to my product. He wanted to market my sauce 

there. With a provision, he wanted the sauce comes with nutrition 

and ingredients fact label. Unfortunately, the process of getting 

label was quite long. So, the business opportunity was lost,” she 

complained. 

She also has tested the durability of her sauces products to 

measure the expiry date. Apparently, even without preservatives, 

her homemade sauce was not rotten up to 1.5 years and still safe to 


cara memasak dan kemasannya. “Segel 

penutupnya harus benar-benar rapat,” 

tandasnya. 

Untuk sekali produksi dibutuhkan sekitar 

100 kg cabai dan menghasilkan 600 botol 

sambal. “Prosesnya tiga hari, mulai menyortir 

cabai dan bawang, proses produksi, dan 

pengemasan,” ungkapnya. Untuk memudahkan 

konsumen mengenali produknya, 

Susi memberi merek DD1 (Dede Satoe). Ide 

merek diambil dari alamat rumahnya di Jalan 

Tenggilis Timur VI/DD-1 Surabaya. 

Sambal yang dibanderol Rp 20.000 per 

botol itu pun merambah toko-toko di Surabaya 

dan sekitarnya, termasuk toko oleholeh. 

Bahkan, melalui jaringan supermarket 

moderen, sambal DD1 bisa ditemui di berbagai 

ibukota provinsi. “Produk DD1 juga dijual 

di seluruh bandara internasional se-Indonesia, 

tepatnya di Galeri Keris,” sebutnya. 

Jika awalnya Susi hanya memproduksi 

satu jenis sambal, kini produknya sudah 

hadir dalam 11 variasi, antara lain sambal 

ikan teri, sambal ikan peda, sambal ikan 

jambal roti, sambal pecel, dan sambal 

sereh. Menurut Susi, keberhasilan menembus 

supermarket dan toko oleh-oleh tak 

lepas dari upayanya berjejaring, antara lain 

dengan menjadi usaha kecil dan menengah 

(UKM) mitra binaan pemerintah maupun 

perusahaan swasta. “Dengan menjadi UKM 

binaan, saya dapat kesempatan ikut pameran. 

Saat pameran itulah banyak terjadi 

kontak bisnis,” ungkapnya. 

Selain pameran di dalam negeri, bersama 

Pemkot Surabaya dan Pemprov Jatim, 

Susi juga berkesempatan memamerkan 

produknya di Seoul, Korea Selatan. Tahun 

ini produk DD1 juga hadir di anjungan 

Produk DD1 

juga dijual di 

seluruh bandara 

internasional 

se-Indonesia, 

tepatnya di 

Galeri Keris.” 

“DD1 products 

are also for sale 

throughout all international 

airports 

in Indonesia, via 

Galeri Keris.” 

eat. The formula of her sauce durability lies on 

the cooking and packaging. “The lid must be 

completely and tightly sealed,” she said. 

It takes about 100 kg chili to produce 

600 bottles of hot sauce. “I need three days 

to produce; from chili and onions sorting, 

sambal making, to packaging,” she said. To 

make sure all consumers can easily identify 

her products, Susi put DD1 (Dede Satoe) 

brand. The idea of DD1 brand is taken from 

her home address in Jalan Tenggilis Timur VI / 

DD-1, Surabaya. 

Her hot sauces which cost Rp 20,000 per 

bottle are on display in many shops, stalls, 

even in a gift shop in Surabaya and surrounding 

area. Through a network of modern 

supermarkets, DD1 sauce can be found in 

various provincial capitals. “DD1 products are 

also for sale throughout all international airports 

in Indonesia, via Galeri Keris,” she said. 

Initially, Susi only produce a type of hot 

sauce. Today, her products have 11 variants, 

including anchovy hot sauce, peda fish hot 

sauce, jambal roti fish hot sauce, pecel hot 

sauce and lemongrass sauce. Her success to 

penetrate supermarket and souvenir shop 

could not be separated from her efforts 

to create network. As a small and medium 

enterprise (SME), her business becomes 

an assisted partner for bigger government 

companies and private companies. “By being 

assisted SME, I have the opportunity to join 

in exhibition. During the exhibition, I can get 

lots of business contacts,” she said. 

In addition to the exhibition in Indonesia, 

Susi along with the Surabaya Municipal 

Government and the East Java Provincial 

Government had an opportunity to showcase 

her products in Seoul, South Korea. in 2016, 

126 


Pemprov Jatim di Tianjin, China. “Kebetulan pemerintah Jatim 

dan Tianjin ada kerja sama semacam sister city,” tuturnya. 

Selain sambal, DD1 kini juga mengembangkan varian produk 

lainnya seperti sambal goreng kentang ebi, udang crispy, bumbu 

rawon, bumbu soto ayam dan daging, bumbu pecel, manisan 

belimbing wuluh dan cheese stick. Bahkan, berbekal resep warisan 

neneknya, Susi membuat sabun cair untuk mencuci kain batik 

dengan bahan dasar buah lerak. “Mungkin produk sejenis banyak, 

tapi produk kami punya aroma yang khas,” ucapnya. 

Sejalan dengan pengembangan usahanya, omzet DD1 terus 

meningkat di kisaran Rp35–Rp 50 juta per bulan. Sehari-hari 

Susi dibantu 10 pekerja untuk memproduksi sambal botol dan 

beragam masakan lainnya. Tak heran jika tahun lalu UKM DD1 

milik Susi mendapat anugerah Pahlawan Ekonomi Surabaya 2013. 

“Penghargaan ini karena kami dinilai berhasil menggerakkan 

tenaga kerja di sekitar rumah,” ucapnya. Penghargaan lainnya 

yang berhasil disabet adalah Karya Cipta Adi Nugraha untuk sektor 

industri kecil. (*) 

DD1 products are also present in East Java provincial government 

booth in Tianjin, China. “Fortunately, the government of East Java 

and the government of Tianjin have kind of sister city cooperation,” 

she said. 

Not only hot sauce, DD1 right now also develops other products 

such as sambal goreng kentang ebi, crispy shrimp, rawon 

seasoning, chicken and meat soup seasoning, pecel seasoning, 

candied starfruit and cheese sticks. Using her grandmother’s 

recipe, Susi make liquid soap from soapberry (Sapindus rarak) to 

wash batik cloth. “Maybe the similar products are so many, but 

our liquid soap has a distinctive aroma,” she said. 

In line with business development, DD1 turnover continues 

to increase in the range of Rp 35 million to Rp 50 million per 

month. Everyday Susi is assisted by 10 workers to produce bottled 

hot sauce and other dishes. No wonder, DD1 as SME was 

awarded Economic Hero of Surabaya 2013. “We are considered 

successful in move labor around the neighborhood,” she said. 

DD1 also got Cipta Karya Adi Nugraha awards for smaller industrial 

sector. (*) 

DEDE SATOE 

Pemilik : Susilaningsih 

Produk : Sambal botol 

Alamat : Jalan Tenggilis Timur VI/DD-1 Surabaya 



Gabung Semen Indonesia : - 

Telp : 031-8411518 

Owner : Susilaningsih 

Product : bottled hot sauce 

Address : Tenggilis Timur VI/DD-1 Surabaya 



Become Semen Indonesia partner : - 

Telephone : 031-8411518 


ADJI PURWANTO 

BIKIN LIMBAH IKAN 

TAK BERBEKAS 

Fish Waste Goes without Trace 

THE POWER OF KEPEPET, BEGITULAH GAMBARAN PERJALA- 

NAN USAHA YANG DITEKUNI ADJI PURWANTO. SEMPAT 

KELIMPUNGAN SETELAH KEHILANGAN PEKERJAAN DI AKHIR 

2005, OTAK BAPAK TIGA ANAK INI BERPIKIR KERAS. SEORANG 

TEMAN MENUNJUKKAN LIMBAH PENGOLAHAN IKAN YANG 

MENGUBAH NASIBNYA. 

THE POWER OF BEING DESTITUTE. PERHAPS, IT REFLECTS THE 

BUSINESS JOURNEY THAT ADJI PURWANTO TAKES. BEING 

DISTRAUGHT AFTER LOSING JOBS AT THE END OF 2005, HE 

FORCED HIS BRAINS TO THINK HARD. THEN, A FRIEND SHOW- 

ING FISH PROCESSING WASTE THAT CHANGED HIS FATE. 

128 


KEJADIAN di pengujung 2005 itu tidak 

mungkin dilupakan Adji. Satu masalah sepele 

memaksanya mengundurkan diri dari perusahan 

pengolahan ikan di Tuban. Padahal, waktu itu 

dia sudah jadi kepala pabrik dengan gaji lumayan. 

“Uang pesangon cuma Rp 2,5 juta, habis 

untuk biaya makan anak-anak. Tapi saya yakin, 

ibaratnya ayam saja bisa makan asal mau cekerceker. 

Masak kita yang punya otak tidak bisa,” 

kata Adji, salah satu mitra binaan Semen Indonesia, 

membuka kisah. 

Situasi kepepet memaksa otaknya bekerja 

lebih keras. Lelaki kelahiran Purworejo, Jateng, 

ini pun rajin mencari ide-ide bisnis. Dalam 

kebingungan itu seorang kawan lama, yang juga 

bekerja di pabrik pengolahan ikan, menunjukkan 

limbah kulit ikan kepada Adji. Kata sang teman, 

“Ini lho kulit ikan, silakan mau diolah jadi apa.” 

Gagasan cemerlang langsung muncul di kepala 

Adji. Pikir dia, kalau kulit sapi saja bisa diolah jadi 

rambak, masak kulit ikan tidak? 

Maka mulailah dia mengolah limbah kulit ikan 

laut seperti kerapu, lencam, kakap, dan kaci. Biar 

makin lezat, Adji memberinya bumbu bawang 

putih, ketumbar, merica, jinten, penyedap rasa, 

garam, serta jahe untuk mengusir bau amis. 

Modal awalnya cuma Rp 300 ribu, karena hanya 

itulah yang tersisa di kantong Adji. “Saya belikan 

bak air untuk mencuci dan merendam kulit ikan,” 

beber suami Tri Wulan Agustina, wanita kelahiran 

Tambakboyo, Tuban, ini. 

Semula, harapan tak segaris dengan kenyataan. 

Kerupuk kulit ikan berhasil dibuat, tapi cepat melempem. 

Adji tak patah semangat, terus mencoba 

dan mencoba lagi. Sebulan kemudian produk 

benar-benar sempurna, namun masalah lain muncul. 

Penampakan kerupuknya yang mirip kulit ular 

dipertanyakan konsumen, sehingga mereka ragu 

membeli. 

Adji Purwanto never forget the circumstance 

in late of 2005. A trivial case forced him to resign 

from a fish processing company in Tuban. Unfortunately, 

he at that time had the position of head 

of the factory with a decent salary. “Severance pay 

was only Rp 2.5 million, and spent quickly just for 

my children’s daily need. But I believe in old saying; 

‘chicken can eat fully just by scratching their 

claw to earth surface.’ Then, why I who have brain 

can’t eat?” said Adji, one of the trained partners 

of Semen Indonesia. 

Being destitute forces his brain to work harder. 

Adji, who was born in Purworejo, Central Java, 

was also diligently searching for business ideas. 

In the confusion, an old friend dropped by. The 

friend, who was also work in a fish processing 

plant, showed waste skin. “Here is the fish skin. 

Take it. You can process it into whatever you 

want.” Suddenly, Adji got a brilliant idea. The 

father of three kids thought, “Cow’s skin can be 

processed to be rambak, then why people never 

try to do the same with fish skin?” 

So, he began to treat the waste skin of marine 

fish such as grouper, lencam, snapper, and kaci. To 

make the crackers more delicious, Adji put some 

seasoning from garlic, coriander, pepper, cumin, 

flavor, salt, and ginger to expel a fishy smell. His 

initial capital was only Rp 300,000, because that 

was the only money left in his pocket. “I bought 

a plastic tub to wash and soak the fish skin,” said 

the husband of Wulan Tri Agustina a woman born 

in Tambakboyo, Tuban. 

Initially, his hope was not in line with the reality. 

Fish skin crackers indeed were successfully 

created, but they were quickly fizzled. Adji, not 

discouraged, kept on trying and trying again. A 

month later, the crackers were perfectly made. 

But, another problem arose. The crackers’ 

appearance looked like snake skin. Consumers 

hesitate to buy. 


Tak kurang akal, Adji membawa bahan baku produknya dan 

ditunjukkan pada pedagang yang sering kulakan di tempatnya. 

“Baru mereka percaya bahwa kerupuk ini benar-benar dibuat dari 

kulit ikan,” ujarnya. 

Praktis, usaha barunya itu baru benar-benar jalan di tahun 2007, 

tepatnya setelah Adji mengikuti pameran dagang yang digelar 

Semen Gresik pabrik Tuban.Waktu itu kerupuk merek Du-Tra alias 

Dua Putra buatan Adji ludes seluruhnya. Ternyata warga Tuban 

banyak yang doyan dengan kerupuk kulit ikan dan cumi-cumi, 

termasuk para karyawan Semen Indonesia. 

“Pameran itu membuat produk saya langsung booming. Sehari 

saya bisa menghabiskan bahan baku 200 kuintal, itu khusus kulit 

ikannya,” beber Adji, yang ketika itu belum menjadi mitra binaan 

SMI. Pabrik kerupuk Du-Tra yang terletak di Desa Kenanti, Kecamatan 

Tambakboyo, Tuban, makin sibuk. 

Sebanyak 13 pekerja terlibat dalam proses produksi. Tapi 

jumlah mereka bisa berkurang, bergantung hasil tangkapan ikan di 

laut. Bila bahan baku di Tuban ludes, Adji mencarinya ke Sidoarjo, 

Bangil, Probolinggo, Semarang, Jakarta, Makassar, bahkan sampai 

Tual, Maluku. “Kita tinggal pesan, nanti mereka yang kirim,” sebut 

pria 67 tahun ini. 

Kerupuk kulit ikan khas Tuban itu kian meroket setelah Adji 

menjadi pemenang III lomba UKM Bidang Pengolahan Perikanan 

yang diadakan Departemen Kelautan dan Perikanan (DKP) 

Pusat tahun 2009. Sebelumnya dia sudah mejuarai lomba tingkat 

kabupaten dan provinsi. “Sebagai hadiah, saya berhak mengikuti 

pelatihan pengolahan ikan di Jepang selama 12 hari. Sejak awal 

saya memang yakin bakal menang, sebab bisa mengolah limbah 

Well, Adji thought hard. So, he carried along and showed the 

raw materials to the wholesale traders in his home. “Then, they 

believe that these crackers are really made from fish skin,” he said. 

Practically, his new venture was completely on the way in 

2007; right after Adji participated in trade exhibition by Semen 

Gresik plant in Tuban. His crackers with Du-Tra brand were sold 

out entirely. It turned out that many Tuban citizens, including the 

employees of Semen Indonesia, likes fish skin crackers and squid 

crackers. 

“The exhibition made my products directly booming. Only in a 

day, I spent 200 quintals of raw materials specifically the fish skin,” 

said Adji, who at that time was not yet a trained partners of Semen 

Indonesia. Du-Tra cracker factory, in Kenanti village, Tambakboyo 

district, Tuban, suddenly worked harder. 

Today, there are 13 workers for production process. But, the 

number could be up or down, depending on the fish catching 

from the sea. If the feedstock in Tuban was run-out, Adji look for 

it to Sidoarjo, Bangil, Probolinggo, Semarang, Jakarta, Makassar, 

even to Tual in Maluku. “I just send order, then they send the skin 

later.” 

So, Tuban typical fish skin crackers got more popularity after 

Adji become the third winner of SME national competition in fish 

processing division held by The Ministry of Marine and Fisheries 

(DKP) in 2009. Previously, he won the same competition in district 

and provincial level. “As a winner, I have the right to participate in 

fish processing training in Japan for 12 days. Since the beginning I 

was convinced to win, because I can completely process fish waste 

130 


ikan menjadi tiga ‘produk’ hingga benar-benar tidak tersisa,” tegas 

ketua KUB (Kelompok Usaha Bersama) Sumber Makmur yang 

menaungi 60 UKM makanan dan minuman ini. 

Ketiganya adalah kerupuk kulit ikan itu sendiri, lalu sisa daging 

yang menempel di kulit. “Sisa daging itu kita ambil lalu dijual ke 

peternak lele, satu kilogram laku Rp 1000. Sedangkan sisiknya 

dilempar ke Cepu, nanti mereka ekspor ke Jepang untuk bahan 

kosmetik,” jelasnya. 

Kini Adji bisa memetik hasil jerih payahnya. Sehari dia mampu 

mengirim 200-300 bungkus kerupuk ke sejumlah daerah di Jatim, 

Jateng, Jabar, hingga Jakarta. Per bungkus dibanderol Rp 11 

ribu sampai Rp 20 ribu. Selain itu, Adji juga memajang aneka 

produknya di Rest Area Tuban. Dalam sebulan omzet penjualannya 

menembus Rp 50 juta. 

Adji tak memungkiri, sukses usahanya tak lepas dari sokongan 

Semen Indonesia. Sebagai mitra binaan, dia pernah mendapat 

pinjaman dana Rp 12,5 juta yang digunakan untuk memperbaiki 

sarana produksi. Belum termasuk bantuan uang saku saat mengikuti 

pelatihan di Jepang, pinjaman modal usaha, serta bimbingan 

manajemen pemasaran maupun keuangan. 

“Pameran yang saya ikuti bersama Semen Indonesia membuat 

kerupuk kulit ikan makin populer. Antara lain di Semarang, Jogjakarta, 

Jakarta dan Blora,” bebernya. (*) 

into three products. Absolutely nothing left,” said Adji, the chairman 

of KUB (Joint Business Group) Sumber Makmur that houses 

60 SME foods and beverages. 

The three products were fish skin crackers itself, the meat 

attached to the skin, and fish scales. “I take off the waste meat 

then sell it to catfish farmers Rp 1,000 for one kilogram. I send 

the scales to Cepu, and they export them to Japan for cosmetic 

ingredients,” he explained. 

Now, Adji can reap the rewards of his labor. In one day, he 

sends 200-300 packs of crackers into many areas in East Java, 

Central Java, West Java, to Jakarta. The price is Rp 11,000 to Rp 

20,000 per pack. Adji also displays various products at Rest Area 

Tuban. Within a month, his sales turnover may reach Rp 50 million. 

Adji admits, his business success can’t be separated from the 

support of Semen Indonesia. As a trained partner, he had received 

Rp 12.5 million loans and used it to improve his production facilities. 

He also got allowance from Semen Indonesia while undergoing 

training in Japan, working capital loans, as well as marketing 

and financial management guidance. 

“The exhibitions, which I follow along with Semen Indonesia, 

make my fish skin crackers increasingly popular. Among others in 

Semarang, Jogjakarta, Jakarta and Blora,” he explained. (*) 

DUA PUTRA (DU-TRA) 

Pemilik : Adji Purwanto 

Produk : Kerupuk kulit ikan, kerupuk kulit cumi-cumi 

Rumah : Perum Karang Indah Blok BJ-16, 

Karangsemanding, Tuban 

Workshop : Desa Kenanti, Kecamatan Tambakboyo, Tuban 



HP : 081231357151 

Owner : Adji Purwanto 

Product : fish skin crackers, squid skin crackers 

Home : Perum Karang Indah Blok BJ-16, 

Karangsemanding, Tuban 

Workshop : Kenanti Village, Tambakboyo District, Tuban 

Join Semen Indonesia partnership : 2008 


Mobile phone : 081231357151 


USMAN 

Fish Waste Goes without Trace 

Jawab 

Kegelisahan 

dengan 

Muatan Lokal 

BATIK LASEM ART LAHIR DARI 

SEBUAH KEGELISAHAN. GELISAH 

KARENA TIDAK ADANYA IDEN- 

TITAS LOKAL BATIK LASEM DI 

TENGAH SERBUAN BERMACAM 

MOTIF LUAR. 

BATIK LASEM ART WAS BORN OF 

AN ANXIETY. WELL, YES. ANXI- 

ETY, DUE TO THE LACK OF LOCAL 

IDENTITY OF BATIK LASEM IN THE 

MIDDLE OF VARIOUS MOTIF INVA- 

SION FROM THE OUTSIDE. 

Addressing Anxiety with Local Content 

132 


USAHA BATIK LASEM ART dirintis oleh Usman (61), pada 

kisaran 2004. Awalnya, usaha ini dibangun sebagai jawaban belum 

adanya motif batik lokal yang menjadi ciri khas Lasem, sebuah kecamatan 

di Kabupaten Rembang, yang dijuluki sebagai ‘Tiongkok 

Kecil’. Padahal, daerah ini secara turun temurun dikenal sebagai 

salah satu sentra batik nasional. Para perajin kala itu lebih tertarik 

memproduksi motif-motif yang disukai pasar. 

Keinginan mengangkat muatan lokal itu klop dengan basic 

yang dimiliki Usman. Sehari-hari dia menjadi pengajar seni rupa 

di SMPN Lasem. Jiwa seni itulah yang mendorongnya terus bereksplorasi 

untuk menemukan motif yang paling identik dengan 

wajah Lasem. Sampai akhirnya ditemukan motif Rumput Laut dan 

Latohan. 

BATIK LASEM ART was founded by Usman in 2004. Initially, the 

business was built as an answer to the lack of typical batik motif in 

Lasem --a district in Rembang dubbed as ‘Little China’ in Central 

Java province. In fact, Lasem for generations is known as one of 

the centers of Indonesian batik. So, why Lasem doesn’t have typical 

motif? The batik artists at that time were more interested in 

producing popular motifs that preferred by market. 

So, Usman has the desire to uplift local Lasem content for batik 

motif. Why? He is art teacher at junior high school in Lasem. 

His artistry drove him to explore how to find the most authentic 

motif with Lasem. Finally, he found Seaweed motif and Latohan 

motif for batik Lasem. 

Dua motif ini dinilai paling pas menggambarkan Lasem sebagai 

daerah pesisir. “Motif ini mendapat respons yang bagus 

sehingga bisa berkembang sampai sekarang,” terang Nurdiansyah 

Utama, sulung dari tiga saudara penerus usaha Batik Lasem 

Art saat ini. Pada perkembangannya usaha ini maju pesat. Kepak 

usaha rumahan ini terus membesar. 

Dari sekitar Lasem dan sekitarnya, pasarnya meluas hingga 

Jawa Tengah, Jogjakarta sampai Jakarta. Kualitas dan kekuatan 

motif menjadi salah satu andalan untuk mencuri hati konsumen, 

kendati hanya dipasarkan secara door to door. Booming internet 

The two motifs were considered most appropriate to depict 

Lasem as coastal area. “Fortunately, these motifs get a good response, 

so they can grow up until now,” said Nurdiansyah Utama, 

the eldest of three brothers who inherit Batik Lasem Art. Batik 

Lasem Art thrives quickly. The home-based business continues to 

grow. 

From Lasem and surrounding areas, the market expands to 

Central Java, Yogyakarta and Jakarta. Initially, batik Lasem was 

only marketed door-to-door. Quality and motif are one of the 

mainstays to steal the hearts of consumers. Internet boom helps 


punya andil besar memperluas jaringan pasar 

Batik Lasem Art. Mulai Blackberry Messenger 

(BBM), WhatsApp, Line, Facebook, dan layanan 

mikroblogging Twitter. “Kami juga memiliki blog 

sendiri,” terang Nurdiansyah. “Tapi penyumbang 

penjualan terbesar tetap pasar offline,” 

lanjutnya. 

Setahun terakhir produk-produk Batik Lasem 

Art mulai go international dengan masuk ke 

pasar Hong Kong dan Singapura. Hanya saja, 

upaya melempar produk ke negeri jiran tersebut 

tak dilakukan langsung oleh Nurdiansyah. 

“Kalau ke Hong Kong lewat salah satu trader 

di Magetan. Sedang di Singapura lewat teman 

pengusaha di Cilacap,” bebernya. 

Selain motif lokal yang dapat respons bagus, 

pasar kedua negara tersebut juga cukup 

familiar dengan beberapa corak andalan. Di 

antaranya sekar jagad, lerek, kawung, bedak, 

gunung ringgit, bledak tumpal, naga lokcan, 

tiga negeri dan es teh. Walau tak bisa direct 

selling, Nurdiansyah tetap bangga. Setidaknya, 

respons positif di pasar kedua negara tersebut 

makin mempertebal keyakinan bahwa usaha ini 

sudah berada di track yang tepat. 

Apalagi, dukungan penuh diberikan Semen 

Indonesia yang menjadikan Batik Lasem Art sebagai 

salah satu mitra binaan. Ya, diakui Nurdiansyah, 

Semen Indonesia turut berperan besar 

menjadikan usaha keluarga ini tumbuh berkembang 

seperti sekarang. Bergabung pada 2009 

lalu, Nurdiansyah awalnya tak terlalu bergairah 

menyambut uluran tangan Semen Indonesia. 

Maklum, saat itu, usaha ini masih dikelola 

secara tradisional. “Terus terang, waktu itu agak 

kurang pede juga. Kira-kira apa usaha ini layak 

menjadi mitra binaan perusahaan sebesar Semen 

Indonesia?” kisahnya. 

Batik Lasem Art greatly to expand market and 

network. BlackBerry Message, WhatsApp, Line, 

Facebook, and microblogging service Twitter 

are used to market Batik Lasem. “Even, we also 

have our own blog,” said Nurdiansyah. “However, 

the biggest contributor for batik sales is 

still offline market.” 

Last year, the products of Batik Lasem Art began 

to go international by entering Hong Kong 

and Singapore market. However, the effort to 

penetrate neighboring country market was not 

done directly by Nurdiansyah. “Hong Kong market 

was penetrated by our trader in Magetan. 

Singapore market was handled by our businessmen 

friends in Cilacap,” said Nurdiansyah. 

In addition to local motifs, the markets of 

both countries are also quite familiar with several 

other mainstay motifs. Among of these motifs 

are sekar jagad, lerek, kawung, bedak, gunung 

ringgit, bledak tumpal, naga lokcan, tiga negeri 

and es teh. Although unable to sell directly, 

Nurdiansyah is still proud of the business. At 

least, positive responses in Hong Kong and 

Singapore market may further strengthen his 

confidence that the business is in the right track. 

Moreover, Semen Indonesia gives full support 

to make Batik Lasem Art as one of the partners. 

Yes, Nurdiansyah admits, Semen Indonesia 

contributed to making this family business grow 

as it is now. Being a partner in 2009, Nurdiansyah 

initially was not too excited to welcome the 

helping hand of Semen Indonesia. 

Understandably, the business at that time was 

still managed traditionally. “Frankly, we were less 

confident. I wonder how this small family business 

deserves to be partners of the big company 

such as Semen Indonesia,” he said. 

134 


Kekhawatiran ini terpatahkan. Setelah resmi gabung, usaha 

ini mendapatkan banyak keuntungan dan kemudahan. Tidak saja 

dukungan finansial, Semen Indonesia juga memberikan berbagai 

pelatihan, antara lain manajemen pemasaran, keuangan, peningkatan 

kualitas produk, sampai disertakan dalam pameran di 

beberapa kota di Indonesia. 

Seiring dengan itu, omzet penjualan pun terdongkrak. Dari 

awalnya berkisar pada jutaan rupiah, kini sebulan Batik Lasem Art 

mampu mendulang pendapatan antara Rp 25 juta sampai Rp 30 

juta. Angka yang tak pernah dibayangkan Usman saat merintis 

usaha ini. (*) 

Then, these concerns were broken. After officially join as business 

partner, Batik Lasem Art gets a lot of benefits and convenience. 

Not only financial support, Semen Indonesia also provides 

various training, including marketing management, finance, 

product quality improvements, and exhibitions in several cities in 

Indonesia. 

Along with that, the sales turnover was boosted. Initially, the 

sale was ranged in millions of rupiah. Now, Batik Lasem Art is 

able to gain between Rp 25 million to Rp 30 million per month. 

Perhaps, Usman never imagined the figures when he started this 

venture. (*) 

BATIK LASEM ART 

Pemilik : Usman 

Showroom : Jl Raya KM 01 Lasem 

(Depan SMP Negeri 1 Lasem Kabupaten Rembang) 

Workshop : Desa Dorokandang RT 20 RW 01 

Kecamatan Lasem, Kabupaten Rembang Jawa Tengah 59271 

Telp : (0295) 531612 

HP : 085291535135 

Blog : batiktulisusman.blogspot.com 

Owner : Usman 

Showroom : Jl Raya KM 01, Lasem 

(in front of SMP Negeri 1 Lasem, Rembang) 

Workshop : Desa Dorokandang RT 20 RW 01, 

Lasem, Rembang regency, Central Java 59271 

Telephone : (0295) 531612 

Mobile phone : 085291535135 

Blog : batiktulisusman.blogspot.com 


RIDWAN KAMALUDIN 

PENEMU 

SENAPAN 

MULTISISTEM 

DARI PARE 

Inventor of Multisystem Rifle 

PERAJIN SENAPAN ANGIN MEMANG 

BANYAK. TAPI SENAPAN BUATAN RID- 

WAN KAMALUDIN SUNGGUH BEDA. 

SELURUH KERANGKANYA DIBUAT DARI 

KUNINGAN, AKURASI TEMBAKAN DI 

ATAS RATA-RATA, DESAINNYA PUN UNIK 

DAN CANTIK. 

THERE ARE SO MANY AIR RIFLE CRAFTS- 

MEN. HOWEVER, AIR RIFLES MADE BY 

RIDWAN KAMALUDIN ARE REALLY DIFFER- 

ENT FROM OTHER. THE WHOLE FRAMES 

ARE MADE OF BRASS, THE SHOT ACCU- 

RACY IS ABOVE THE AVERAGE, AND THE 

DESIGN IS UNIQUE AND BEAUTIFUL. 

SELURUH SENAPAN karya perajin 

asal Pare, Kediri, ini memang eksklusif. 

Sebab Ridwan hanya membuat sesuai 

pesanan konsumen langsung, alias tidak 

menjualnya di toko-toko atau pedagang. 

Selain tidak ada patokan harga, dia 

punya alasan khusus sehingga senapansenapan 

handmade itu tidak dipasarkan 

secara reseller. 

“Terus terang saya takut karya saya 

dijiplak. Bisa saja kan pedagang membeli 

senapan saya, lantas minta perajin 

lain untuk membuat barang yang sama 

persis,” tuturnya. Bila senapan tiruan 

itu diproduksi massal dan dijual dengan 

harga lebih murah, tentu saja Ridwan 

ALL OF RIDWAN’S AIR RIFLES are 

homemade and indeed exclusive. Why? 

Ridwan, who live in Pare, Kediri, only 

makes air rifle in accordance to consumer’s 

order. He doesn’t sell his rifles at 

stores or merchants. Whereas there’s no 

benchmark price, he has a specific reason 

why his handmade rifles are not marketed 

by reseller. 

“Frankly, I am afraid my work will be 

plagiarized. It could be some traders buy 

my rifle then ask other crafters to make 

exactly the same item,” he said. “When 

the mock air riffles were mass produced 

and sold at a cheaper price, sure I will 

136 


yang merugi. 

Padahal, menurut perajin yang membuka 

showroom di Jalan Letjend Sutoyo 28-30 Pare 

ini, senapan buatannya dikerjakan penuh ketelitian. 

Bahan-bahannya berbeda dengan senapan 

kebanyakan, entah itu buatan tangan maupun 

produk pabrik. Kerangkanya dari logam kuningan 

sehingga tahan karat. “Kalau yang lain 

kan pakai besi, itu bisa memengaruhi akurasi 

tembakan jika larasnya berkarat,” imbuhnya. 

Untuk gagang atau popor, Ridwan memilih 

kayu mahoni atau sonokeling sebagai bahan. 

Namun kalau konsumen menginginkan bahan 

lain, misalnya kayu jati, tentu dia tidak menolak. 

Popor inilah yang jadi salah keunggulan 

senapan buatannya, karena desain dan warnanya 

beragam. Ada yang polos, namun tak 

sedikit yang dihias ukiran cantik. Hingga kini 

Ridwan masih mengimpor beberapa onderdil, 

sebut saja teleskop dari China dan AS, serta 

laras yang dibeli dari Korea. 

Ridwan menjamin senapan produksinya, 

baik jenis klasik, militer maupun sport, berbeda 

dengan karya perajin lainnya. Pasalnya, 

sebagian besar perajin biasanya adalah protolan 

pekerja pabrik senapan yang banyak terdapat 

di Pare, misalnya Bramasta dan Canon. 

“Karena pernah bekerja di pabrik, otomatis 

rujukan mereka senapan buatan pabrik. 

Beda dengan saya yang tidak pernah kerja di 

pabrik, saya lebih berkiblat pada senapan luar 

negeri, terutama AS,” beber pria kelahiran 

Pare, 10 Juli 1970, ini. 

Dibantu enam pekerja yang mengurus 

pembuatan rangka senapan serta popor 

kayu, dalam sebulan rata-rata Ridwan mampu 

memproduksi 30 pucuk senapan. Harganya 

bervariasi, mulai Rp 900 ribu sampai yang 

termahal Rp 4 juta. “Untuk finishing dan 

lose my profit.” 

According to the owner of a showroom in 

Jalan Letjend Sutoyo 28-30 Pare, his homemade 

air riffle is crafted with full accuracy. 

His materials are different from most of common 

handmade or manufactured air riffles. 

His air rifle’s frame is made of brass so it will 

be stainless. “Others air rifle use iron frame, 

so the shot accuracy will be affected if the 

barrel is rusted,” he said. 

For the butt, Ridwan choose mahogany or 

rosewood. However, if the consumers want 

other materials, such as teakwood, of course 

he will just say okay. The butt is one of the 

advantages of air rifles made by Ridwan. The 

butt has a variety of designs and colors. Some 

are plain; others are decorated with beautiful 

carvings. For some other parts, Ridwan still 

imports them from other countries. Such as, 

the telescope is imported from China and the 

US, the barrel is from South Korea. 

Ridwan guarantee his rifles, either in 

classical type, military or sport, are different 

with other crafters’ work. Majority of the 

crafters are former air rifle factory workers 

in Pare, for example from Bramasta and 

Canon. “Due to work in a factory, automatically 

the rifles they made are referred 

to manufactured rifles. I never work in air 

rifle factory. My handmade work is more 

oriented to foreign rifles, especially from the 

US,” said Ridwan who was born in Pare, July 

10, 1970. 

Assisted by six workers who take care of 

brass frame and wooden butt manufacturing, 

Ridwan for average is capable to produce 30 

rifles in a month. The price are varies, from Rp 

900 thousand to Rp 4 million. “For finishing 

and shot accuracy testing, I handle them by 


pengujian akurasi tembakan, tetap saya tangani sendiri. Sebab itu 

yang paling menentukan kualitas,” tutur perajin yang menggunakan 

merek Ebony ini. 

Bapak tiga anak ini mengaku, untuk menyelesaikan sebuah senapan 

dia butuh waktu 10 hari. Waktunya sama saja ketika mengerjakan 

empat atau lima pesanan. Soalnya, terang Ridwan, “Antara 

satu proses dengan proses yang lain harus saling tunggu. 

Contohnya popor, setelah dicat kan harus ditunggu 

sampai kering. Makanya daripada membikin 

satu lebih baik bikin banyak sekalian.” 

Senapan Ebony yang menggunakan 

tenaga angin atau gas 

terbilang aman karena dibatasi 

pada kaliber 4,5 mm. Pompa 

angin ada yang ditempatkan 

di bagian bawah senapan, 

samping, atau di ujung 

laras (gejluk bumi). Semua 

tergantung permintaan 

konsumen. Bagi yang malas 

memompa, Ridwan siap 

melengkapi senapannya 

dengan tabung yang bisa 

diisi gas oksigen murni (O2) 

sebagai sumber tenaga. 

Dari sekian senjata angin 

buatannya, yang paling 

istimewa adalah senapan 

multisistem. Disebut ‘multi’ karena 

sumber tenaganya tidak hanya satu. 

“Bisa dibilang senapan kombinasi, 

pakai pompa bisa, gas O2 bisa, PCP 

(Pre-Charged Pneumatic) juga bisa. Ini tidak 

ada di pabrik, di luar negeri juga belum ada,” 

terangnya, merujuk senapan khusus yang dihargai Rp 

2,5 juta itu. 

Walau hanya mengandalkan pemasaran getok tular dan promosi 

lewat pameran, dalam sebulan Ridwan mampu mengukir omzet 

penjualan Rp 25 juta hingga Rp 30 juta. Dia menghindari jual-beli 

138 


myself. They’re the most decisive factor of quality,” said Ridwan 

who uses Ebony brand. 

Ridwan, the father of three kids, admits he needs 10 days to 

complete a rifle. The time is the same whether he makes one or five 

rifles. The reason is, according Ridwan, “Between one processes 

to another process should wait mutually. For examples, after a butt 

is painted, I must wait until it is dried up. So, it is better to 

make some butts than only make a butt in the same 

waiting time.” 

Ebony-branded rifles, that use air 

power, are relatively safe because 

they’re limited to 4.5 mm caliber. 

The air pump is placed at the 

bottom of a rifle, at the side, 

or at the end of the barrel. 

All depends on consumer’s 

demand. For consumers 

who reluctant to pump, 

Ridwan is ready to equip 

the rifle with a tube 

that can be filled with 

pure oxygen as a power 

source. 

Of the homemade air 

rifles, the most special is his 

multisystem rifle. It is called 

‘multi’ due to the source of 

power is not only one. “You 

could say it a combination rifle. 

It can be used with pump, with 

gas, and with PCP (Pre-Charged 

Pneumatic). This kind of air rifles does 

not exist in manufacturing plants, and does 

not exist at abroad either,” he said, referring to 

a special rifle with Rp 2.5 million tags. 

Although only rely on word of mouth marketing and promotion 

through exhibitions, Ridwan within a month can make sales 

of Rp 25 million to Rp 30 million. He avoids Internet for buying 

and selling due to fear of being cheated.

melalui internet karena takut ditipu. Ridwan bersyukur bisa menjadi 

mitra binaan Semen Indonesia, sehingga punya kesempatan 

mengikuti pameran ke berbagai daerah. 

Di samping itu, dua kali dia mendapat pinjaman modal masingmasing 

senilai Rp 20 juta dan Rp 40 juta. Ridwan memanfaatkan 

pinjaman lunak dari Semen Indonesia itu untuk membeli onderdil 

serta peralatan pembuatan senapan dari luar negeri. “Peralatan 

sekalian saya beli yang bagus dari luar negeri, biar nggak gampang 

rusak,” katanya menyodorkan alasan. 

Beberapa kali mengikuti pameran Inacraft (Jakarta International 

Handicraft Trade Fair) serta PRJ (Pekan Raya Jakarta), Ridwan pun 

sukses menggaet pelanggan asing dari Jerman, Rusia, Jepang 

dan AS. Di mata suami Siti Mahmudah ini, konsumen asing sangat 

menghargai barang-barang handmade. “Kalau orang kita biasanya 

malah tanya, ‘ini produk lokal ya?’ Kalimat produk lokal itu kan 

kurang enak didengar. Sebaliknya, orang asing malah terkagumkagum 

begitu tahu kalau senapan saya ini handmade,” cerita 

perajin yang hobi ngeband ini. 

Ridwan mengenang, tahun 2012 dia pernah diajak ‘taruhan’ 

seorang warga AS yang mengunjungi pamerannya. “Kalau saya bisa 

menembak sasaran jarak 25 meter dengan tepat, maka dia akan 

menyerahkan senapannya untuk saya. Ternyata senapan saya bisa, 

termasuk ketika diuji untuk menembus dua lembar tripleks,” ujarnya. 

Ahasil Ridwan mendapatkan senapan merek Rosman dengan 

gratis, sementara bule asal AS itu juga membeli senapan buatannya. 

Itu bukan kali pertama dia diajak taruhan oleh orang asing. 

Lima tahun sebelumnya seorang warga Jerman menantang Ridwan 

beradu akurasi senapan. “Saya yakin bisa kalahkan dia karena 

senapan buatan Jerman menggunakan per, jadi pasti ada getarannya. 

Ternyata benar. Tembakan saya lebih tepat sehingga orang 

Jerman itu menghadiahkan senapannya untuk saya,” cerita lulusan 

SMA PGRI Pare ini. 

Ada cerita unik di balik ketertarikan Ridwan terhadap dunia 

senapan. Kata dia, semua berasal dari rasa sakit hatinya pada 

sang ayah. Semasa SMA Ridwan dilarang main senapan, padahal 

ayahnya hobi menggunakan senjata angin tersebut. “Sekali-kali 

tetap boleh, tapi ditunggui. Kan nggak asyik,” ungkapnya sambil 

tersenyum. 

Ridwan is grateful to be Semen Indonesia’s partner. He has the 

opportunity to attend some exhibitions in various regions. In addition, 

he also got capital loans twice of Rp 20 million and Rp 40 

million. Ridwan used the soft loans from Semen Indonesia to buy 

parts and equipment to manufacture air rifles. “I bought the best 

equipment from abroad for not easily damaged or broken,” he 

handed a reason. 

Taking part several times at exhibition of Inacraft (Jakarta International 

Handicraft Trade Fair) and PRJ (Jakarta Fair), Ridwan is 

successful to get foreign customers from Germany, Russia, Japan 

and the US. In his eyes, foreign consumers greatly appreciate 

handmade items. “Indonesian usually asks me, ‘Is it local product, 

huh?’ The accent of ‘local product’ is less pleasant to hear in my 

ears. On the other hand, a foreigner always even been amazed to 

know that the rifle is handmade,” said Ridwan, who married Siti 

Mahmudah. 

Ridwan recalled that in 2012 he was challenged to bet by an 

American who visited the exhibition. “If I can shoot at targets 25 

meters away, he will hand over his gun to me. It turns out that my 

rifle can shoot the targets, even the bullets penetrate two sheets 

of plywood,” he said. 

So, Ridwan got a free Rosman shotgun while the American 

also bought his homemade air rifle. It was not the first time he 

was challenged to bet by foreigners. Five years earlier, a German 

challenged Ridwan for accuracy test. “I had a strong belief that I 

can beat him for his Germany-made gun is using a spring so there 

must be a vibration. It was true, I shot more precisely. So the German 

gave his rifle to me,” said Ridwan, the high school graduates 

of SMA PGRI Pare. 

There is a special story behind Ridwan’s interest on air rifles. 

All come from his ‘resentment’ on his father. When in high school, 

Ridwan was not allowed to use air rifle even though his father likes 

to use it everytime. “Once at time I was allowed to use, but in 

my father’s watching eyes. Well, it was not fun for me, was it?” he 

said, smiling. 

So, starting from there, when he worked as a computer pro- 


Berawal dari sana, ketika sudah bekerja menjadi programer 

komputer di Jakarta, Ridwan bertekad menggunakan gaji pertamanya 

untuk membeli senapan. Akhirnya dia mampu membeli 

senapan buatan AS, merek Benjamin Franklin. “Senapan itu saya 

preteli onderdilnya, lalu saya rakit kembali. Berkali-kali saya lakukan 

sampai akhirnya paham cara membuatnya,” papar Ridwan, 

mengenang kejadian tahun 1991 tersebut. 

Setelah mahir, tahun 2000 dia memutuskan untuk memproduksi 

senapan untuk dijual. Kala itu, Ridwan yang sudah pulang kampung 

ke Pare berkongsi dengan seorang temannya. Modal awal 

usahanya cuma Rp 5 juta, plus dua karyawan. “Nggak tahunya 

laku. Dua tahun kemudian saya ngurus izin ke Dinas Perindustrian 

dan kepolisian,” kata pria yang pernah menjadi pengajar di sejumlah 

lembaga kursus bahasa Inggris di Pare ini. 

Ke depan, kendati persaingan bisnis senapan makin keras, 

Ridwan tetap optimistis. Berlakunya MEA (Masyarakat Ekonomi 

Asean) pun tidak membuatnya gentar. “Nggak masalah produk 

luar masuk ke sini, kita adu kualitas saja. Saya tetap yakin dengan 

senapan buatan saya sendiri,” tandasnya. (*) 

grammer in Jakarta, Ridwan determined to use his first paycheck 

to buy a rifle. Then, he was able to buy US-made Benjamin Franklin 

brand rifle. “I disassembled the air rifle parts by parts then I 

reassembled them. I did it many times until I finally understood 

how to make it,” said Ridwan, recalling the events of 1991. 

Sure to be proficient, in 2000 he decided to produce air rifles 

for sale. At that time, Ridwan returned home to Pare and make 

collaboration with a friend. Their initial business capital was only 

Rp 5 million plus two employees. “Unexpectedly, the air rifles 

were sold out. So, two years later I asked permission to the Department 

of Industry and to Indonesian Police,” said the man who 

had been a teacher in a number of English language colleges in 

Pare. 

Looking ahead, despite of increasingly harsh business competition, 

Ridwan remains optimistic with his air rifles. ASEAN Economic 

Community does not make him to flinch. “I see no problem 

with the imported product to get here. Just bet with quality. I still 

confident in my own home-made rifles,” he said. (*) 

EBONY GUN’S 

Pemilik : Ridwan Kamaludin 

Showroom : Jl Letjend Sutoyo 28-30 Pare, Kediri 

Telepon : 081 335 906 448/0816 567 448 

Rumah : Perumnas Jombangan Asri Blok B/6 

Jombangan, Pare, Kediri 

Omzet : Rp 25-30 juta per bulan 

Gabung Semen Indoesia: 2012 

Email : ebonyguns90@yahoo.com 

Website : www.senapan.net 

Owner : Ridwan Kamaludin 

Showroom : Jl Letjend Sutoyo 28-30 Pare, Kediri 

Mobile Phone : 081 335 906 448/0816 567 448 

Home : Perumnas Jombangan Asri Blok B/6 

Jombangan, Pare, Kediri 

Turnover : Rp 25-30 million per month 


Email : ebonyguns90@yahoo.com 

Website : www.senapan.net 

140 


NANIK HARTININGSIH 

Bidik Pasar Atas, 

Motif Selalu Baru 

Targeting Upper Market, Creating New Motifs 

PROFESI GURU TAMAN KANAK-KANAK (TK) TAK 

MENGHALANGI TEKAD NANIK HARTININGSIH UNTUK 

MENGEMBANGKAN BATIK GEDOG. USAH WARISAN 

KELUARGA ITU MAJU PESAT BERKAT KREASINYA 

MELAHIRKAN MOTIF-MOTIF BARU. 

HAVING PROFESSION AS KINDERGARTEN TEACHER DOES 

NOT PRECLUDE NANIK HARTININGSIH’S DETERMINATION 

TO DEVELOP BATIK GEDOG. THANKS TO HER CREATION OF 

NEW MOTIFS, THE BUSINESS FROM FAMILY INHERITANCE IS 

PROGRESSING RAPIDLY. 


NANIK sejatinya adalah seorang guru TK di Desa Jarorejo, Kecamatan 

Kerek, Kabupaten Tuban, yang telah berstatus pegawai negeri 

sipil (PNS). Tapi tekadnya meneruskan usaha batik gedog Tuban 

yang dirintis sang ibu begitu kuat. Tahun 1997 dia mulai mengambil 

alih usaha rumahan ini, dengan bendera Melati Mekar Mandiri. 

Kiprah Nanik di dunia batik diawali saat mengikuti pelatihan 

desain produk yang diselenggarakan Universitas Airlangga (Unair) 

Surabaya di Bali. Saat itu dia membuat desain batik pada kain 

tenun. Setelah itu, memanfaatkan waktu kosong di sela pelatihan, 

dia menawarkan batiknya dari rumah ke rumah. Di luar dugaan, 

respons warga Bali terhadap karya batiknya sangat positif. Nanik 

pun panen order dari sejumlah toko dan butik di Bali. Volumennya 

mencapai 100 lembar batik gedog. 

Nanik berkesimpulan, motif batik orisinal yang monoton membuat 

orang mudah bosan. Tak heran, saat dikelola orangtuanya, 

usaha batik gedog ini sulit berkembang. Karena itu dia segera 

melakukan pembaharuan, terutama dari sisi motif dan warna. 

Meski demikian motif asli tetap dipertahankan sebagai upaya 

menjaga sejarah batik gedog. “Alhamdulillah ternyata motif baru 

yang saya buat dapat diterima konsumen,” tutur perempuan 

kelahiran Tuban, 25 Mei 1975, ini. 

NANIK is a civil servant who works as kindergarten teacher 

at Kedungrejo village, in Kerek District, Tuban. However, her 

determination to run batik gedog Tuban business initiated by her 

mother is so strong. So, in 1997, she took over the home-based 

Melati Mekar Mandiri business. 

Her interest in batik began when she got product design training 

organized by Airlangga University in Bali. At that time, she 

made a batik design on woven fabric. After that, take advantage 

of free time in between of training, she offered her batik door to 

door. Unexpectedly, the response of Bali residents on her batik 

was very positive. Nanik got some orders from a number of shops 

and boutiques in Bali at about 100 pieces of batik gedog. 

Nanik had a conclusion the monotonous original motif makes 

people bored. Not surprisingly, when managed by her parents, 

the monotonous motif of batik gedog was hard for business to 

grow. Therefore she immediately reforms the business, especially 

on the motifs and colors. Nevertheless, she still maintains the original 

motif as an effort to keep the history of batik gedog. “Thank 

God, it turned out that the new motif I created is acceptable to 

consumers,” said Nanik, who was born May 25, 1975 in Tuban. 

142 


Bergabung dengan Semen Indonesia sebagai mitra binaan 

tahun 2001, usahanya kian berkembang seiring kesempatan pameran 

ke berbagai daerah. Pangsa pasarnya makin meluas hingga 

ke Surabaya, Jogjakarta dan Jakarta. “Dari Semen Indonesia saya 

sudah tiga kali mendapat pinjaman modal. Saya juga sering diajak 

pameran sehingga dapat konsumen baru,” akunya. 

Menghindari persaingan 

dengan para pembatik lokal 

Tuban, Nanik memutuskan 

fokus memproduksi batik tenun 

gedog kualitas terbaik. Keputusan 

itu didasarkan pada jaringan 

pasarnya yang lebih menginginkan 

batik dengan kualitas tinggi. 

Pilihannya sungguh tepat. Batik 

tenun buatan Nanik laku keras, 

baik yang berharga Rp 75 ribu 

(termurah) sampai Rp 10 juta 

yang bermotif klasik alias kuno. 

Kali pertama mengambil alih 

usaha dari sang ibu, ungkap 

Nanik, Melati Mekar Mandiri 

mempunyai 50 orang mitra kerja. 

Mereka mengambil garapan 

membatik untuk dikerjakan di rumah 

masing-masing dengan sistem 

borongan. Di samping itu Nanik juga mempunyai pekerja tetap 

yang membantu proses produksi sehari-hari. “Saya juga membentuk 

kelompok karyawan di Desa Kedungrejo, dengan anggota 25 orang. 

Ada juga kelompok pemintal di Desa Gaji, anggotanya 30 orang. 

Dua-duanya di Kecamatan Kerek,” terang dia. 

Kini jumlah mitra kerja Nanik hampir mencapai 100 orang yang 

tersebar di wilayah Kerek. Upayanya memberdayakan warga sekitar 

ini berbuah penghargaan Citi Microentrepreneurship Award 

(CMA) 2015. Pada ajang yang berlangsung di Jakarta, 14 Januari 

2016, Nanik dinobatkan sebagai pemenang kategori Wirausaha 

Mikro Sosial. 

Batik Nanik yang sudah mendapatkan paten dari Dirjen Hak 

Kekayaan Intelektual (HKI) juga jadi nilai plus. Menurutnya, batik 

After join in Semen Indonesia as trained partners in 2001, her 

batik business grows fast due to exhibitions in many regions. Her 

market share expands from Tuban to Surabaya, Yogyakarta and 

Jakarta. “Also, from Semen Indonesia, I got capital loans three 

times. I was often invited to many exhibitions to get new customers,” 

she admitted. 

To avoid competition with the 

Tuban batik local crafters, Nanik 

decides to focus on producing 

the best quality of batik weaving 

gedog. Her decision was based 

on her market networks who 

want high quality batik. And, her 

choice is really correct. Nanik’s 

batik is easy to sell, either the 

cheapest of Rp 75 thousand or 

the most expensive of Rp 10 

million for the classical motifs. 

When she took over the business 

from her mother, Melati 

Mekar Mandiri has 50 working 

partners. They took the batik 

material and worked at their 

own homes with a contract 

system. In addition, Nanik also 

had workers who assist her in the day-to-day production. “I also 

created a group of 25 employees in Kedungrejo and a group of 

30 spinners in Gaji village,” she explained. 

Now, the number of Nanik’s working partners is nearly 100 

people from across Kerek region. Her efforts to empower people 

around her neighborhood make her to get Citi Microentrepreneurship 

Award (CMA) 2015. At a ceremony in Jakarta, January 

14, 2016, Nanik was named as the winner of CMA in Social Micro 

Entrepreneur category. 

Patent from the Directorate General of Intellectual Property 

Rights is also an added-value. According to her, gedog woven ba- 


tenun gedog merupakan batik kuno yang hanya diproduksi di Kabupaten 

Tuban. Batik ini dibuat dari kain kapas yang dipintal jadi 

benang, lalu ditenun menggunakan alat manual. 

Untuk menjaga kualitas produknya, Nanik selalu menciptakan 

motif-motif baru dan didominasi warna-warna cerah. “Batikannya 

harus bagus, menggunakan canting kecil. Mengerjakannya tidak 

boleh tergesa-gesa, mesti telaten,” kata Nanik yang memberikan 

bayaran khusus bagi karyawan yang bertugas membatik. 

Guna mendorong produktivitas karyawan, sekali waktu dia 

memberikan berbagai hadiah. Suasana kekeluargaan yang dibangun 

ini membuat Melati Mekar Mandiri kian maju. Kini omzet usaha 

Nanik telah menyentuh Rp 80 juta setiap bulan. Tak hanya batik, 

kain tenun polosan produksinya juga diminati pasar. Setidaknya 

ada satu hotel di Bali yang menjadi langganan tetap Nanik. “Secara 

berkala mereka pesan kain tenun ke saya,” ujarnya. (*) 

tik is an ancient motif produced only in Tuban. The Batik is made 

from cotton spun into yarn then woven into fabric using manual 

tools. 

To maintain product quality, Nanik always create new motifs 

dominated by bright colors. “The batik drawing should be very 

good by using a small canting. Never be hasty, must be patient,” 

said Nanik who gives special payment to employees in charge to 

make batik drawing. 

Not only batik, her plain woven fabric is also marketable. At 

least, a hotel in Bali is a regular customer of the plain woven fabric. 

“Periodically, they send me order of woven fabric,” she said. 

To encourage employee’s productivity, once at a time she gave 

them various gifts. The familial atmosphere makes Melati Mekar 

Mandiri go on flourishing. Now, the business has turnover of Rp 

80 million per month. (*) 

MELATI MEKAR MANDIRI 

Pemilik : Nanik Hartiningsih 

Alamat : Dusun Kajoran, Desa Kedungrejo, 

Kecamatan Kerek, Kabupaten Tuban 




HP : 0812 3244 5256 

Owner : Nanik Hartiningsih 

Address : Kajoran, Kedungrejo Village, 

Kerek District, Tuban 

Turnover Rp 80 million per month 


Join in Semen Indonesia : 2001 

Mobile phone : 0812 3244 5256 

144 


RAH PRADANING RATIH 

Nebula Cake, 

Disuka karena 

Kaya Keju 

Nebula Cake, Rich in Cheese 

NEBULA. ITULAH NAMA YANG DIPILIH RAH PRADANING 

RATIH (45) SEBAGAI LABEL USAHA KUE KERING YANG DIGE- 

LUTI SELAMA SEPULUH TAHUN TERAKHIR. IBU SATU ANAK 

INI BERHARAP USAHANYA BISA SUKSES SETINGGI BINTANG. 

NEBULA. THAT’S THE NAME CHOSEN BY RAH PRADANING 

RATIH AS THE LABEL OF PASTRIES BUSINESS SHE RUNS SINCE 

2006. SHE HOPES HER BUSINESS CAN BE SUCCESSFUL AS 

HIGH AS THE STARS. 


“NEBULA itu kan nama rasi bintang. 

Kita ingin usaha ini tumbuh 

sukses setinggi bintang,” terang 

ibu dari BM Kafian Abriel dan BM 

Mizyala Fatin ini. Nebula Cake 

terletak di Jl KH Wahid Hasyim 20 

Banyuwangi. Sebuah papan kecil 

bertuliskan Nebula Cake menjadi 

penanda bahwa tempat ini melayani 

pemesanan kue kering khas 

Banyuwangi. Nyaris tak terlihat, 

apalagi desain bangunannya lebih 

mirip rumah dibanding toko oleholeh. 

Kata Ratih, panggilan akrabnya, 

lokasi usahanya itu memang masih 

sementara. Saat ini dia dan sang 

suami, Aminullah (46), tengah 

mencari lokasi yang pas untuk toko 

oleh-oleh. “Kami di sini memang 

masih kontrak. Kami sulap sebagai 

tempat tinggal sekaligus tempat 

usaha,” jelasnya. 

Kendati begitu, untuk urusan 

rezeki Nebula Cake tak mau 

kalah dengan usaha serupa yang 

memiliki tempat lebih strategis dan 

mapan. Keunikan cita rasa membuat 

Ratih mempunyai pelanggan 

tetap. “Hampir semua kantor di 

Banyuwangi ngambil kue di sini. Baik kantor pemerintah maupun 

swasta. Ada juga pelanggan luar kota,” bebernya. 

Nebula Cake menyediakan sederet kue kering yang memang 

cocok untuk jadi teman rapat di kantor maupun santai di rumah. 

Mulai stik keju, kue Belanda (Ontbijtkoek), kastegel, nastar keju, 

ladrah kleju, prol tape keju , lidah kucing, bagiak keju dan lainnya. 

Banyaknya unsur keju di kue kering produk Nebula tak lepas dari 

hasil kreativitas sang pemilik usaha. 

Kata Ratih,dia sengaja menjadikan keju sebagai bahan pem- 

“NEBULA is stars constellation. 

I want this business to grow 

successfully as high as the stars,” 

said Ratih, the mother of BM Kafian 

Abriel and BM Mizyala Fatin. 

Nebula Cake shop is located at Jl 

KH Wahid Hasyim 20 Banyuwangi. 

A small sign that reads ‘Nebula 

Cake’ is the only marker that this 

place serves typical pastries of 

Banyuwangi. The shop is barely 

visible especially due to the design 

of the building which is more like a 

home than a gift shop. 

Ratih said the shop location is 

provisional. Currently she and her 

husband, Aminullah, are looking 

for an appropriate location for the 

gift shop. “It is a rented house. 

We modify the rented house into 

a residence and a place for business,” 

she explained. 

Even so, Nebula Cake can 

generate fortune as big as similar 

businesses which have a more 

strategic and well-established 

place. The uniqueness of flavors 

makes Nebula Cake has regular 

customers. “Almost every office 

in Banyuwangi, both government 

and private offices, buy cake here. There are also customers from 

outside the city,” she explained. 

Nebula Cake provides a series of pastries which are suitable for 

meeting in office or for relaxing at home. There are cheese stick, 

Netherland ontbijtkoek, kastengel, cheese nastar, cheese ladrah, 

cheese prol tape, Netherland katte tong, cheese bagiak and many 

others. Many elements of cheese in Nebula pastry products are 

the creativity of the business owner. 

Ratih said, she deliberately makes cheese as differentiator 

146 


eda dari produk sejenis yang beredar 

di pasaran. “Usaha kan harus ada yang 

beda dan menarik. Ini yang membuat 

konsumen tertarik untuk mencoba. Kalau 

sama dengan yang sudah ada, ya percuma,” 

terangnya. 

Bagiak keju menjadi andalan Nebula 

Cake. Di tangan Ratih, cita rasa oleholeh 

khas Banyuwangi menjadi berbeda. 

Selain kesan lembut yang dihasilkan dari 

campuran tepung larut, tepung tapioka, 

susu dan santan, Ratih menambahkan 

keju di dalamnya. Keju memberi rasa tajam 

di lidah, di samping aroma yang kuat. 

“Lembut keju ini bisa dirasakan sampai 

kunyahan terakhir,” ujarnya. 

Bagiak keju produk Nebula dijual 

dengan harga terjangkau. Satu kemasan 

berisi 15 potong bagiak keju seberat 400 

gram dijual Rp 15 ribu. Dibanding produk 

sejenis, Ratih mengakui harga kuenya 

lebih tinggi. Tapi itu sebanding dengan 

kualitas bahan-bahan yang diolah. “Misalnya 

untuk susu saya nggak mau pakai 

timbangan tapi pakai yang kaleng. Lebih mahal memang, tapi 

kualitasnya terjaga,” jamin dia. 

Hampir semua kantor 

di Banyuwangi ngambil 

kue di sini. Baik kantor 

pemerintah maupun 

swasta.” 

“Almost every office in Banyuwangi, 

both government and private offices, 

buy cake here.” 

from similar products on the market. “In 

businesses, there should be different and 

interesting things. This makes the consumer 

interested to my pastries. If I make 

the same product as the existing one, it 

will be useless,” she explained. 

Cheese bagiak is the mainstay of 

Nebula Cake. In Ratih’s hands, the taste 

of typical Banyuwangi pastry becomes 

different. In addition to soft taste which is 

produced from a mixture of soluble starch, 

tapioca flour, milk and coconut milk, Ratih 

adds cheese in it. Cheese gives a sharp 

flavor on the tongue and a strong scent 

on the nose. “And, the soft texture of 

cheeses can be felt until the last chew,” 

she said. 

Nebula’s cheese bagiak is sold at affordable 

prices. A box contains 400 grams 

of 15 pieces of cheese bagiak is sold for 

Rp 15,000. Compared to similar products, 

the price is higher. But it’s worth the price 

due to the quality of the ingredients. “For 

example, I always use milk in disposable 

cans and I never want low quality milk. Well, it is more expensive 

indeed, but the quality is maintained,” she said. 

Lazimnya usaha pembuatan kue dan makanan kecil, musim 

lebaran merupakan masa panen bagi Nebula Cake. Semua produk 

yang dikeluarkan habis terjual. Ini tak lepas dari kejelian Ratih 

melihat permintaan pasar. Apa yang diproduksi sudah diukur dengan 

daya serap konsumen. “Alhamdulillah nggak pernah ada yang 

sampai tidak terjual,” tukas alumni STIE Kucecwara Malang ini. 

Kali pertama merintis usaha ini Ratih hanya dibantu seorang 

pekerja. Kini Nebula Cake memiliki tujuh karyawan yang merupakan 

warga sekitar. Tiga alat pemanas (oven) membuat proses 

produksi makin cepat dan lancar. Raih mengakui, sukses usahanya 

tak lepas dari uluran tangan Semen Indonesia yang menjadikannya 

mitra binaan. “Agak nyesel juga. Coba kenal Semen Indonesia 

dari dulu,” akunya. 

Like other cakes and snacks business, Eid al-Fitr season is 

harvest time for Nebula Cake. All products are always sold out. 

Ratih has strong insight for the market demand. What will be 

produced is measured by the consumer absorption. “Thank 

God, no pastry goes unsold,” said the alumni of STIE Kucecwara 

Malang. 

At first, Ratih built the business with only a worker. Now, 

Nebula Cake has seven employees who are residents at neighborhood. 

With three oven heaters, the production process goes more 

quickly and smoothly. Ratih said, part of her business success is 

Semen Indonesia partnership. “Why I just found out a few moments 

ago? I should build partnership with Semen Indonesian 

long time ago,” she admitted. 


Ratih tergabung sebagai UKM mitra binaan Semen Indonesia 

sejak 2008. Mulai dapan pinjaman Rp 10 juta hingga terus naik 

dalam tiga tahun terakhir menjadi Rp 25 juta. Sebelumnya, usaha 

yang digeluti ini mendapat bantuan kredit dari bank pemerintah. 

“Saya kemudian pindah ke sini (Semen Indonesia) karena nyaris 

tanpa bunga,” akunya. 

Jalan panjang ditempuh Ratih sebelum sampai bisa seperti sekarang. 

Ketertarikannya pada kue kering tak lepas dari pengaruh sang 

ibu, Sri Sukamti. Kebetulan ibunya adalah guru SKKP Negeri Jember 

yang sehari-hari bergelut dengan kegiatan tata boga. “Hampir 

setiap hari ada saja masakan baru yang dibuat ibu,” tuturnya. 

Ketertarikan itu dipendam Ratih saat harus melanjutkan kuliah 

di Malang. Selepas meraih gelar sarjana ekonomi pada 1991, dia 

kembali ke Jember. Meski sudah ikut berkreasi dengan membuat 

beragam kue, namun Ratih belum serius menggelutinya. Pilihannya 

justru bekerja di salah satu perusahaan di Jember. Ratih 

akhirnya memutuskan keluar setelah mendapatkan banyak order 

dan menyadari peluang bisnis usaha ini cukup terbuka. 

Saat menikah pada 1995, tekadnya makin kuat untuk menggeluti 

usaha ini. Apalagi sanga suami juga mendukung total. Jadilah 

pasangan muda ini bahu membahu merintis usaha dari bawah. 

Awalnya Ratih membuat makanan khas Jember yakni prol tape. 

Produk buatanya ini dititipkan di beberapa tokoh oleh-oleh yang 

ada di kota suwar-suwir itu. Karena rerponsnya kurang bagus, 

Ratih pun beralih ke kue kering setelah pindah ke Banyuwangi, 

kota kelahiran sang suami. (*) 

Ratih joined as SMEs partner of Semen Indonesia since 2008. 

At first, she got Rp 10 million loan. The loan continues to rise 

to Rp 25 million in the last three years. Previously, she received 

credit from government banks for her business. “I then moved 

to Semen Indonesia, because the loan is almost no interest,” she 

admitted. 

Ratih took hard and long way before gets to be like now. Her 

interest in pastry is influenced by her mother Sri Sukamti. Her 

mother was SKKP Jember teacher who has daily business with 

culinary activities. “Almost every day there was new dishes made 

by my mother,” she said. 

Ratih buried her cooking interest for a while when she went to 

college in Malang. After earned a degree in economics in 1991, 

she returned to Jember. Joined her mother to create a variety of 

cakes, Ratih still has not seriously engaged in it. Even, she worked 

as an employee in a company in Jember. Then, Ratih finally decided 

to quit after getting lots of pastry orders. She realizes that 

business opportunities on pastry are widely open. 

Married in 1995, she had stronger determination to cultivate 

this business. Moreover, her husband gave total supports. So, the 

young couple hand-in-hand built the business right from below. 

At first, Ratih made typical snack of Jember called prol tape. Her 

product was sent to several prominent souvenirs shop in Jember. 

Because the respon was not good enough, Ratih switched her 

business into making pastry after moving to Banyuwangi. And, she 

got her fortune in Banyuwangi. (*) 

NEBULA CAKE 

Pemilik : Rah Pradaning Ratih 

Produk : Aneka kue kering 

Alamat : Jl KH Wahid Hasyim 20 Banyuwangi 




Owner : Rah Pradaning Ratih 

Products : Assorted pastries 

Address : Jl KH Wahid Hasyim 20 Banyuwangi 



Number of workers : 7 people 

148 


FITRI IRAWAN 

MENGOlah 

Mineral Laut 

Jadi Kosmetik 

Berkelas 

Turning Marine Minerals into Classy Cosmetic 

SEPASANG SUAMI ISTRI, ERY PRIJANTORO DAN FITRI 

IRAWAN, MENGOLAH MINERAL LAUT MENJADI ANEKA 

PRODUK PERAWATAN TUBUH. DENGAN LABEL BIOSEA, 

PRODUK KECANTIKAN ALAMI INI LARIS DI KALANGAN ME- 

NENGAH KE ATAS. 

ERY PRIJANTORO AND FITRI IRAWAN, A COUPLE OF HUSBAND 

AND WIFE, CAN PROCESS MARINE MINERALS INTO A VARIETY 

OF BODY CARE PRODUCTS. WITH BIOSEA LABEL, THE NATU- 

RAL BEAUTY PRODUCTS ARE IN HIGH DEMAND BY THE UPPER- 

MIDDLE CLASS. 


KEPULAUAN KANGEAN merupakan gugusan pulau yang 

terletak di bagian paling timur Pulau Madura. Terdiri dari 60 pulau, 

wilayah ini mempunyai luas 487 km persegi. Kangean berjarak 

sekitar 100 km dari Sumenep. Untuk ke sana, transportasi yang 

tersedia adalah kapal laut yang dikelola PT Dharma Lautan Indonesia 

dan Sumekar Line milik Pemkab Sumenep. 

Dengan transportasi ini, perjalanan bisa ditempuh dalam waktu 

11 sampai 12 jam dari pelabuhan Kalianget ke pelabuhan Batu 

Gulok, Kangean. Pilihan 

lain dengan kapal 

Express yang hanya 

memerlukan waktu 3,5 

hingga 4 jam. 

Kendati jauh, minimal 

sebulan sekali Ery 

dan Fitri bertandang ke 

Kangean. Pasalnya Fortune 

Enterprise, unit 

usaha yang mereka 

dirikan, membutuhkan 

mineral air laut untuk 

diolah menjadi produk 

perawatan tubuh. 

Asal tahu saja, 

merujuk hasil penelitian 

LIPI (Lembaga Ilmu 

Pengetahuan Indonesia), 

kandungan mineral 

air laut di Kangean merupakan yang tertinggi di Indonesia. 

Nah, kandungan mineral ini yang kemudian diolah sedemikian 

rupa menjadi produk-produk kecantikan bermerek BioSea. 

Cerita keduanya terjun di bisnis ini tak tak lepas dari pengalaman 

Fitri Irawan menjadi karyawan sebuah perusahaan kosmetik di 

Surabaya. Tiga belas tahun menjadi karyawan, alumni Pendidikan 

Apoteker Universitas Widya Mandala (UWM) Surabaya ini akhirnya 

paham ada mutiara yang tersembunyi di perairan Kangean. 

“Awalnya peneliti dari Jepang yang menemukan. Kemudian 

secara rutin mereka mengambil air laut di sana untuk dibawa ke 

KANGEAN is a group of islands located at the easternmost part 

of Madura. Consisting of 60 islands, this region has an area of 487 

square kilometers. Kangean is about 120 kilometers from Sumenep 

city in Madura. To get there you can use ship of PT Dharma 

Lautan Indonesia or ship of PT Sumekar Line owned by Sumenep 

Regency Government. 

Using bigger ship, the journey can be 11 to 12 hours from 

Kalianget port in Madura to Batu Gulok port in Kangean. Another 

option, you can go 

there with the express 

smaller ship which only 

takes 3.5 to 4 hours. 

The long distance 

of the remote islands 

doesn’t deter 

Ery and Fitri at least 

once in a month to 

go to Kangean. Why? 

Fortune Enterprise, the 

business unit that they 

founded, needs marine 

water minerals to be 

processed into body 

care products. 

Just for your 

information, referring 

to LIPI (Indonesian 

Institute of Sciences)’s 

research, the mineral content of marine water in Kangean is the 

highest in Indonesia. Well, this mineral content is processed into 

BioSea-branded beauty care products. 

The couple makes this business due to Fitri’s experience as an 

employee of a cosmetics company in Surabaya. Thirteen years as 

an employee, the alumni of Pharmacist Education at University of 

Widya Mandala Surabaya was understood the pearls content hidden 

in the Kangean waters. 

“At the beginning, it was Japanese researchers who found the 

minerals. They took the Kangean sea water to Japan and to be 

150 


Jepang dan diolah menjadi 

berbagai produk. Mulai kecantikan, 

makanan sampai 

consumer goods lainnya,” 

jelas Fitri. “Dari situ 

lantas muncul pertanyaan, 

kenapa kita tidak melakukan 

sendiri? Ini kekayaan 

alam milik kita, dibawa ke 

Jepang dan dikembalikan 

lagi ke Indonesia menjadi 

produk jadi yang harganya 

selangit,” tambahnya. 

Akhirnya, tahun 2013 

Fitri memutuskan resign 

dari perusahaan dan 

total merintis usaha yang 

digelutinya sampai sekarang. Sebelumnya dia harus menemukan 

formula yang pas untuk mengolah mineral laut menjadi produk 

kecantikan yang aman dan bermanfaat bagi kesehatan. “Ini tidak 

mudah. Sebab salah satu sifat mineral adalah mengurai struktur 

zat yang dicampuri. Sabun padat misalnya, akan langsung mencair 

bila ditetesi mineral,” jelasnya. 

Di bisnis ini, sambung Fitri, modal penemuan jitu saja tak 

cukup untuk bisa bertarung di pasar yang sudah penuh dengan 

berbagai produk. Para pesaing rata-rata pemodal besar dengan 

anggaran iklan nyaris tak terbatas. Karenanya, jika tidak memiliki 

perhitungan matang, bisa-bisa produk BioSea tersungkur di pasar. 

“Ini memang menjadi concern saya dengan suami. Kebetulan 

beliau miliki latar belakang pengetahuan cukup banyak, mulai 

marketing sampai supplier,” ujarnya. 

Fitri yakin, dua hal yang membuat sebuah produk bisa survive 

adalah diferensiasi dan kejelian memilih pasar. Dan, kedua hal 

itu dimiliki BioSea. Produk kosmetik berbasis mineral, jelas jadi 

pembeda tersendiri dengan produk-produk sejenis yang ada 

di pasaran. Begitu juga dengan ceruk pasar yang diincar. Yakni 

mereka yang memiliki daya beli menengah ke atas dan well 

informed terkait produk yang dipakai. “Pangsanya memang kecil. 

Tetapi peluangnya sangat besar,” tukas Fitri. 

processed into various 

products. They made 

beauty care product, 

food product and other 

consumer goods,” said 

Fitri. “Then, I have a big 

question; why don’t we 

do it by ourselves? This 

natural wealth belongs to 

us, but brought to Japan 

and returned to Indonesia 

as a finished product 

with exorbitant price.” 

So, in 2013 Fitri 

decided to resign from 

the company in Surabaya 

and totally open 

her BioSea business until now. At first, she had to find the right 

formula to process the marine minerals into beauty care products 

that are safe and beneficial for human health. “It is not easy. One 

of mineral properties is to break down the structure of substances 

that they mixed with. Solid soap, for instance, will instantly melt 

down after being dripped by the mineral,” she explained. 

In this business, according to Fitri, great discoveries alone are 

not enough to be able to compete in market that has already 

been filled with various products. Competitors in average are 

large investors with almost unlimited advertising budget. “Therefore, 

if I do not have great business calculations, BioSea products 

might fall apart in market. It becomes my great concern with my 

husband. Fortunately, my husband has quite a lot of knowledge 

from marketing to network of suppliers,” she said. 

Fitri feels sure, the two things that make a product can survive 

in market are differentiation and segmentation. BioSea has both 

of them. The mineral-based cosmetic product is obviously so distinct 

differentiator with similar products on market. Likewise, the 

targeted niche market is different. BioSea’s market is those who 

have purchasing power of the upper-middle class and those who 

well-informed about the product. “The market share is small, but 

the opportunity is wide open,” said Fitri. 


Planning sudah dibuat, tinggal bagaimana mengatur strategi melempar 

produk ke pasar yang dituju. Bergerak tanpa dana promosi, 

Fitri dan Ery pun door to door mengenalkan produk BioSea dari satu 

komunitas ke komunitas lain. Selain itu, produk juga dipasarkan secara 

online dengan membidik pasar ekspor. Untuk produksi, mereka 

berdua bahu-membahu menanganinya langsung. Tahun pertama, 

BioSea melepas produk sabun cair dan skin moisturizer. 

Respons pasar ternyata cukup bagus, terutama dari luar negeri. 

Alhasil dua produk itu pun diekspor ke Swedia karena dianggap 

cocok untuk mengatasi kulit kering akibat suhu dingin. “Kami juga 

surprise. Apalagi di sana produk kami diuji lagi. Dan tahu apa 

hasilnya? Label kami masuk kategori intensive cream. Ini adalah 

grade tertinggi dalam uji kosmetik di sana,” bebernya. 

Planning has already been made. But, then the other challenge 

was how to set a great strategy to market the products. So, moving 

without promotion fund, Fitri and Ery went door to door to 

introduce BioSea from one community to another. In addition, the 

products were also marketed online for export. For the production, 

the couple work together to handle directly. At the first year, 

BioSea released liquid soap and skin moisturizer. 

It turned out that the market response was pretty good, 

especially from abroad. So, the two products were exported to 

Sweden because they’re considered suitable for dry skin from cold 

temperatures. “We were a little bit surprised then. Moreover, our 

products were tested again there. And, you know what? They put 

our label in the category of intensive cream. It was the highest 

grade of cosmetics test in Sweden,” she explained. 

Kami sudah berada di jalur 

yang tepat. Tinggal usaha lebih 

keras lagi untuk membesarkan 

usaha ini.” 

“We’ve been on the right track. The 

rest is making even harder effort to 

raise this business.” 

Kabar bagus dari Eropa ini membuat keduanya makin bersemangat 

dan percaya diri. “Kami sudah berada di jalur yang tepat. 

Tinggal usaha lebih keras lagi untuk membesarkan usaha ini,” 

tegas Fitri. Seiring perjalanan waktu, usaha rumahan ini terus 

berkembang. Produk yang dihasilkan pun lebih beragam. 

Begitu pula dengan jumlah karyawan. Bila semula ditangani 

sendiri, kini Ery dan Fitri memiliki puluhan karyawan. Area pemasarannya 

pun meluas ke berbagai kota besar di Jawa, Sumatra 

(Medan), Kalimantan (Balikpapan) dan Sulawesi (Makassar). Di luar 

negeri, selain Swedia, BioSea juga masuk ke Malaysia, Thailand, 

dan Vietnam. 

The good news from Europe made them more confident and 

excited. “We’ve been on the right track. The rest is making even 

harder effort to raise this business,” said Fitri. Over time, the 

home-based business is flourishing. The products are even more 

diverse. 

So does the number of employees. At first, the production was 

handled by Ery and Fitri alone. Now, the couple has dozens of employees. 

The marketing area was also widely spread to many major 

cities in Java, Sumatra (especially in Medan), Kalimantan (especially in 

Balikpapan) and Sulawesi (especially in Makassar). Overseas, in addition 

to Sweden, BioSea also goes to Malaysia, Thailand, and Vietnam. 

152 


Fitri makin optimistis usaha rumahan ini bakal terus membesar, 

apalagi setelah dirinya menjadi mitra binaan Semen Indonesia. 

Program pendampingan, pinjaman modal usaha serta pelibatan 

dalam berbagai pameran produk, membuat BioSea lebih cepat 

maju. “Pameran cukup efektif untuk mengenalkan produk kami. 

Pasar di luar negeri sebagian besar kami tembus lewat pameran,” 

bebernya. 

Selain mengejar keuntungan, Ery dan Fitri juga mempunyai 

komitmen tinggi membantu warga Kangean. Salah satunya 

dengan menyisihkan donasi Rp 500 dari tiap item produk yang 

terjual. Dana yang terkumpul akan disalurkan untuk program-program 

pendidikan di Pulau Kangean. “Kami mengambil mineral 

laut dari sana. Sudah selayaknya, kami berbagi untuk kemajuan 

pendidikan warga Pulau Kangean,” pungkasnya. (*) 

Fitri is increasingly optimistic that this home-based business will 

continue to grow, especially after she became a partner of Semen 

Indonesia. The mentoring programs, capital loans, and various 

exhibitions, make BioSea goes faster forward. “Exhibitions are 

quite effective to introduce our products. We penetrate overseas 

markets mostly through exhibition,” she explained. 

Beside to pursuit of capital profit, Ery and Fitri also have big 

commitment to help the residents of Kangean Islands. They designate 

donation of Rp 500 from each BioSea item sold in market. 

The collected funds will be donated for educational programs 

in Kangean Islands. “We took marine minerals from there. So, it 

is appropriate for us to share some ofour profit for education in 

Kangean Islands,” she said. (*) 

FORTUNE ENTERPRISE 

Pemilik : Fitri Irawan 

Showroom : Ruko Jaya Harmoni JH 1 No.2, Sidoarjo 

Telp : 031-33007177 

HP : 0813 3182 7171/0819 1323 4731 

Website : www.bioseabeauty.com 

Email : fitri@bioseabeauty.com, ery@bioseabeauty.com 




Owner : Fitri Irawan 

Showroom : Ruko Jaya Harmoni JH 1 No. 2, Sidoarjo 

Fixed Telephone : 031-33007177 

Mobile Phone : 081331827171/081913234731 

Website : www.bioseabeauty.com 

Email : fitri@bioseabeauty.com, ery@bioseabeauty.com 





PUTU SULISTIANI PRABOWO 

Tak Lelah Ciptakan 

Motif Baru 

Never Feel Tired to Create New Motif 

PRIHATIN TERHADAP KOTA SEBESAR SURABAYA YANG 

TIDAK MEMILIKI CENDERAMATA KHAS, PUTU SULISTIANI 

PRABOWO PUN MENCIPTAKAN MOTIF BATIK SURO DAN 

BOYO. SETELAH ITU PROSES KREATIFNYA TAK BISA DIBEN- 

DUNG. DARI TANGAN PEREMPUAN BERDARAH BALI INI 

LAHIR RATUSAN MOTIF BATIK CANTIK. 

CONCERNED ABOUT SURABAYA CITY WHICH HAS NO SPECIAL 

SOUVENIRS, PUTU SULISTIANI PRABOWO CREATES SURO AND 

BOYO MOTIFS IN HER BATIK. WORDS OF ‘SURO’ (SHARK) AND 

‘BOYO’ (CROCODILE) WERE BLENDED TO FORM THE NAME 

OF SURABAYA. HER CREATIVE PROCESS RUNS SMOOTHLY. 

SO, HUNDREDS OF BEAUTIFUL MOTIF WERE CREATED BY THE 

BALINESE WOMAN. 

154 


PUTU, demikian perempuan kelahiran 

Singaraja, 5 Agustus 1957 ini biasa 

disapa, tidak mempunyai darah pembatik. 

Tapi keinginannya mendalami seni, 

terutama lukis, sangat kuat. Saat masih 

SMP dia pernah belajar pada I Wayan 

Pengsong, pelukis asal Bali yang menganut 

gaya impresionis dekoratif. 

Kertertarikan Putu pada batik berawal 

dari seringnya melihat-lihat koleksi batik 

sang ibu. Dari kesengsem, lama-lama 

timbul rasa penasaran. “Kok orang desa 

bisa bikin karya seindah ini? Gimana ya 

caranya, masa kita orang kota tidak bisa,” 

tanyanya dalam hati. Putu lantas belajar 

ke Balai Besar Penelitian Batik Jogjakarta 

selama dua minggu. Tak cukup sampai di 

situ, dia sempat magang ke pusat batik 

tulis Sari Kenongo, Sidoarjo. 

Guru seni di SMKN 12 Surabaya juga 

digaetnya untuk memberikan les privat 

membatik. Merasa kemampuannya 

cukup, tahun 2004 dia mengawali usaha 

batiknya. “Sebelumnya saya pernah 

bekerja di sebuah perusahaan kosmetik. 

Jadi apoteker juga pernah,” beber 

lulusan Fakultas Farmasi Universitas 

Airlangga Surabaya ini. 

Modal awalnya cuma Rp 500 ribu, 

cukup untuk membeli kain dan pewarna. 

Dibantu dua karyawan, Putu mulai 

mengembangkan rumah batiknya yang 

beralamat di Jl Jemursari Utara II/19 Surabaya. 

“Saya pilih nama Dewi Saraswati 

karena senang dengan filosofinya,” sebut 

Putu, merujuk dewi ilmu pengetahuan 

dan seni dalam agama Hindu itu. 

Di samping itu, “Kebetulan saya lulusan 

SMA Saraswati Denpasar,” lanjutnya. 

PUTU, her common name, has no 

batik artist ancestor. Born in Singaraja, 

August 5, 1957, she has great desire to 

explore art, especially painting. In junior 

high school era, she studied painting 

to Wayan Pengsong a famous Balinese 

painter with decorative impressionist 

style. 

Her interest to batik was originated 

from her mother’s batik collection. 

She began to be curious. “How can a 

villager make beautiful work like this? 

Why townsfolk can’t make it?” she wondered. 

Then, Putu studied at Jogjakarta 

Batik Research Center for two weeks. 

Not enough there, she got an internship 

at Sari Kenongo batik center in 

Sidoarjo city. 

She also took an art teacher at SMK 

12 Surabaya to give her private lessons. 

Then, in 2004, she started her own batik 

business. “Previously, I worked at a 

cosmetics company. Ia was also a pharmacist,” 

said Putu, who has a bachelor’s 

degree of pharmacy from Airlangga 

University. “Then, I commit my business 

to batik.” 

Her initial capital was only Rp 500,000, 

just enough to buy fabrics and dyes. Assisted 

by two employees, Putu began to 

develop her batik house at Jl Jemursari 

Utara II/19, Surabaya. “I named for my 

batik house Dewi Saraswati,” said Putu, 

referred to the goddess of science and 

art in the Hindu. “I was also a graduate of 

Saraswati high school in Denpasar.” 

The first motif from Dewi Saraswati batik 

gallery was bird. Then, the next motifs 


Motif pertama yang lahir dari galeri batik Dewi Saraswati adalah 

burung. Berikutnya motif yang jadi ikon Kota Surabaya, yaitu suro, 

boyo dan semanggi. Namun niat baik Putu mengembangkan 

motif khas Surabaya kurang mendapat respons. 

Karena itu, tahun 2008 dia mulai beralih ke motif Jawa Timuran 

secara umum. Munculah kemudian motif ayam bekisar, teratai, 

kupu-kupu, burung dan lainnya. “Sambutan pasar mulai bagus, 

dan itu makin menyemangati saya untuk menemukan motif-motif 

lainnya,” ujar ibu dua anak ini. Kini Putu tidak bisa menghitung 

berapa motif batik yang sudah dia ciptakan. Kisarannya mencapai 

ratusan, dan terus bertambah setiap hari. 

Lebih satu dasawarsa membangun usaha batik, Putu sekarang bisa 

tersenyum lebar. Produk galerinya berupa kain panjang, sarimbit, selendang, 

hingga aneka busaha untuk perempuan, selalu ditunggu konsumen. 

Termurah, dia menjual kain batik ukuran 2,5 meter seharga Rp 

400 ribu. “Yang termahal bisa sampai Rp 600 ribu ke atas,” sebutnya. 

were Surabaya icons, namely; suro, boyo and clover. However, her 

intentions to develop a typical pattern of Surabaya only got less 

positive response. 

Therefore, in 2008, she turned to East Javanese motif in general. 

So, she created many motifs such as bekisar, lotus, butterflies, 

birds and others. “I got better response from the market, and it 

further encouraged me to discover other motifs,” said Putu. Putu, 

the mother of two kids, can’t count how many motif she has created. 

It could be hundreds, and are still growing every day. 

Now, after a decade in batik business, Putu can smile broadly. 

Her product, such as long cloth, sarimbit, shawl, and various clothing 

for women, are always awaited by her consumer. The cheapest 

is 2.5 meter of batik fabrics for Rp 400,000. “The more expensive 

can be up to Rp 600.000,” she said. 

156 


Sedangkan baju batik bisa menembus 

Rp 2 juta per potong. Menurut 

Putu, besaran harga produknya 

tergantung bahan, komposisi warna, 

dan kerumitan motif. Mengandalkan 

sistem pemasaran getok tular, omzet 

penjualan Batik Saraswati mencapai 

Rp 150 juta per bulan. Konsumennya 

kebanyakan dari instansi pemerintah, 

baik Pemkot Surabaya maupun 

Pemprov Jatim, kalangan perbankan, 

petinggi militer, serta wisatawan dari 

Jakarta. 

Putu terbilang getol mengikuti 

pameran karena sangat efektif untuk 

menggaet konsumen kalangan 

menengah ke atas. Hampir seluruh 

kota besar di Indonesia pernah dia 

singgahi. “Kalau di luar negeri saya 

pernah pameran di Italia, Australia, 

Jerman dan Swiss. Semua difasilitasi 

Pemprov Jatim,” ungkap perempuan 

berparas ayu ini. 

Meski permintaan dari luar negeri 

ada, tapi Putu tidak berani terburuburu 

memenuhinya. Dia khawatir bila 

standarnya tidak memenuhi bajubaju 

buatannya bakal dikembalikan. 

Putu tak memungkiri, kisah sukses 

usahanya tak lepas dari sokongan Semen 

Indonesia lewat Program Kemitraan 

dan Bina Lingkungan (PKBL). 

Menjadi mitra binaan Semen 

Indonesia sejak 2009, tiga kali sudah 

Putu mendapat bantuan pinjaman 

modal. Pertama Rp 20 juta, lalu 50 

juta, dan terakhir Rp 50 juta. “Diajak 

pameran sudah sering, antara lain 

di Surabaya dan Jakarta,” ujarnya. 

Putu sadar persaingan di bisnis batik 

Karena ini produk 

fashion, jadi harus 

inovatif dan selalu mengikuti 

perkembangan zaman. Baik dari 

segi desain maupun warna,” 

“Batik is a fashion product. So, it must be 

innovative and always with the times. In 

terms of design and color.” 

For batik clothes, the price tag is 

Rp 2 million per piece. According to 

Putu, the price of her products is depending 

on the materials, the color 

composition, and the complexity of 

motif. Relying on mouth-to-mouth 

marketing system, Batik Saraswati’s 

turnover can reach Rp 150 million 

per month. Consumers are mostly 

from government agencies, municipal 

government of Surabaya and 

East Java provincial government, 

banks, military officials, as well as 

tourists from Jakarta. 

Putu likes to participate in exhibition. 

It is very effective way to attract 

the upper middle class consumers. 

She visited almost all major cities in 

Indonesia for exhibition. “Abroad, 

I had exhibition in Italy, Australia, 

Germany and Switzerland. All were 

facilitated by East Java provincial 

government,” said Putu. 

There are many demands from 

abroad. However, Putu does not 

dare to rush. Putu does not deny her 

success story could not be separated 

from the Semen Indonesia 

support through the Program Kemitraan 

dan Bina Lingkungan (PKBL) or 

partnership program and community 

development. 

As Semen Indonesia’s partner 

since 2009, Putu got capital loan assistance 

three times. The first was Rp 

20 million, then Rp 50 million, and 

the third was Rp 50 million. “I was 

frequently invited for exhibitions, 

such as in Surabaya and Jakarta,” 

she said. Putu is fully aware that 


semakin ketat. Untuk itu, agar tetap dilirik orang, ibarat gadis dirinya 

harus rajin berhias. Dibantu 45 karyawan, galeri batiknya tak 

pernah henti menelurkan karya-karya baru. 

“Karena ini produk fashion, jadi harus inovatif dan selalu mengikuti 

perkembangan zaman. Baik dari segi desain maupun warna,” 

aku Putu yang ingin punya gerai batik di kota lain. Menariknya, 

dari ratusan motif batik ciptaan Putu, tak satu pun yang dipatenkan. 

Dia tak khawatir dijiplak karena yakin yang namanya barang 

tiruan tidak mungkin sama persis. 

Selain itu dia percaya rezeki sudah ada yang mengatur. Menurutnya, 

dari segi kualitas belum tentu pembatik lain bisa membuat 

desain maupun komposisi warna ala Batik Dewi Saraswati. Putu 

kerap menggunakan kain tenun gedog, tenun Bali, tenun Jepara, 

maupun sutra sebagai bahan. “Kalau pembatik lain biasanya 

menggunakan katun,” pungkas mantan sekretaris Dewan Kesenian 

Daerah Surabaya (DKS) ini. (*) 

batik business competition is getting tougher. Therefore, in order 

to keep people interest, her business must be diligently handled. 

Assisted by 45 employees, her batik gallery never stops to spawn 

some new works. 

“Batik is a fashion product. So, it must be innovative and always 

with the times. In terms of design and color, Batik Saraswati must 

be developed continuously,” said Putu, who also wants to have 

outlets in other cities. Interestingly, from the hundreds of batik 

motifs she creates, none of them are patented. However, she is 

not worried. She believes that provision is in God’s hand. 

She has strong belief that counterfeit product may not exactly 

the same with the original one. In terms of quality, she believes that 

another producer can not necessarily make the same design and 

same color composition as Batik Saraswati. Putu often uses gedog 

woven fabric, Balinese woven fabric, Jepara woven fabric, or silk as 

her batik material. “Other batik usually uses cotton,” said Putu, the 

former secretary of the Regional Arts Council Surabaya (DKS). (*) 

BATIK DEWI SARASWATI 

Owner : Putu Sulistiani Prabowo 

Produk : Kain dan baju batik 



Galeri/Workshop: Jl Jemursari Utara II/19 Surabaya 


HP : 0817599336 

Telp : 031-8410219 

Email : sulistianiputu@yahoo.com 

Owner : Putu Sulistiani Prabowo 

Products : batik fabrics and clothes 

Workers : 45 people 


Gallery/Workshop : Jl Jemursari Utara II/19, Surabaya 

Become partner : 2006 


Telephone : 031-8410219 

Email : sulistianiputu@yahoo.com 

158 


Menggores Hidup 

dengan CantinG 

MASRU’AH 

Make a Living with Canting 

BAGI MASRU’AH (38), RIZKI BAROKAH BUKAN SEKADAR GA- 

BUNGAN DUA KATA. NAMA YANG MENJADI MEREK BATIK 

LASEM TULIS BUATANNYA ITU MENYIMPAN SEDERET KISAH. 

MASRU’AH YANG KEHILANGAN MASA REMAJA KARENA 

HARUS BEKERJA, AKHIRNYA SUKSES MENJADI PENGUSAHA 

BATIK. 

FOR MASRU’AH, RIZKI BAROKAH (ENDOWED FORTUNE) IS 

NOT SIMPLY A COMBINATION OF TWO WORDS. BRAND NAME 

OF HER HOMEMADE BATIK LASEM HAS A SERIES OF STORIES. 

IN SHORT, MASRU’AH INITIALLY LOST HER ADOLESCENCE FOR 

HAVING TO WORK AND NOW EVENTUALLY SHE BECOMES 

SUCCESSFUL BATIK ENTREPRENEUR. 


BAGI IBU tiga anak ini, nama tersebut menjadi semacam 

tetenger atau wujud syukur atas garis hidup yang dijalani. “Karena 

apa yang saya dapat dan terima saat ini tak lepas dari berkah dan 

rezeki dari Allah,” terangnya. Laksana canting yang meliuk-liuk 

menggoreskan warna di atas kain batik, begitu pula dengan jalan 

hidup yang dialami warga Dusun Gading, Desa Jeruk, Kecamatan 

Pancur, Kabupaten Rembang ini. Perubahan hidup yang dialami 

saat ini nyaris membuatnya tak percaya. “Seperti guyon saja. 

Sama sekali nggak menyangka bisa seperti ini. Rasanya seperti 

mimpi,” kisahnya. 

Ya, masa lalunya memang dipenuhi dengan perjuangan dan 

air mata. Lahir dari keluarga miskin, Masru’ah kecil hanya mampu 

menamatkan pendidikan hingga SD. Sempat menikmati bangku 

SMP, namun kondisi ekonomi keluarga membuat Masru’ah harus 

mengubur mimpinya. Dia putus sekolah dan menjadi pekerja 

di sebuah perusahaan batik. Lebih dari 14 tahun pekerjaan itu 

dijalani dengan pasrah. 

MASRU’AH, the mother of three kids, said Rizki Barokah is 

a kind of marker or act of gratitude for the line of life she ever 

lived. “Whatever I gain and receive today is the endowing and 

fortune from God,” she explained. Like a canting that snaking 

above cloth to give batik color, Masru’ah’s life is also full of ups 

and downs. The life changes she experienced today almost 

make her can not believe. “It’s just like joking. I never expect 

to be like this. It is like a dream,” said the residents of Dusun 

Gading, Desa Jeruk RT 06/RW 02, Kecamatan Pancur, Rembang. 

Yes, her past was filled with struggle and tears. Born from a 

poor family, little Masru’ah was only able to finish six year elementary 

education. He enjoyed a junior high school, but the economic 

conditions of her families made Masru’ah bury her dream to have 

higher education. She dropped out of school and become workers 

in a batik company. More than 14 years, she took the work without 

resignation. 

160 


Tiga tahun lalu, ketika dipercaya ikut memasarkan batik milik 

perusahaanya, jalan sukses Masru’ah mulai terbuka. Saat itu, dari 

10 kain batik yang bisa dijual, dia mendapat bonus 1 potong 

kain. Nah, kain itulah yang akhirnya dia batik sendiri dan dijual 

kembali. Semangat tinggi membuat jumlah batik yang dia jual 

terus bertambah, hingga mencapai 70 potong. Saat optimistisme 

menyembul, Masru’ah terkendala masalah pewarnaan 

batik. Selama ini dia biasa menitipkan pewarnaan ke beberapa 

perajin yang sudah mapan. “Nggak tahu kenapa, kok tiba-tiba 

mereka nggak mau dititipi. Saya mau menangis kalau ingat saat 

itu,” ujarnya. 

Di tengah situasi kurang menguntungkan itu terbetik niat untuk 

mendalami teknik pewarnaan batik. Hanya saja, biaya yang dibutuhkan 

tidaklah sedikit. Untuk belajar pada ahlinya, sekurangnya 

perlu biaya Rp 12 juta. Alamak, dari mana biaya sebesar itu didapat? 

Sedang usahanya waktu itu masih merangkak. “Saya benarbenar 

putus asa, sampai kemudian kenal Pak Ruwahdi dari Bantul 

yang mau mengajari saya dengan biaya ringan,” tuturnya. 

Sukses menguasai teknik pewarnaan membuat kemampuannya 

makin komplet. Usaha Masru’ah pun pelan-pelan tumbuh, 

apalagi dia mulai bergabung dengan program kemitraan Semen 

Indonesia. “Saya mendapat bantuan modal dan berbagai pelatihan. 

Beberapa kali juga diajak pameran. Alhamdulillah laku keras, 

pesanan makin banyak,” kata Masru’ah. Meningkatnya order 

membuat jumlah karyawan ikut bertambah. Bila sebelumnya bisa 

diihitung dengan jari, kini Rizki Barokah mempunyai 20 karyawan. 

Omzet penjualan pun terdongkrak sampai Rp 25 juta per bulan. 

Masru’ah menyadari usaha yang dia tekuni membutuhkan 

kreativitas dan inovasi tinggi. Itu bagian dari upaya memenuhi 

keinginan pasar, di samping menghadapi persaingan di antara 

sesama pembatik. Karena itu dia selalu berusaha memperkaya 

motif. Ide bisa dari mana saja, mulai mengamati motif yang lagi 

tren di masyarakat, sampai melakukan perbandingan produk 

ketika pameran. Selain itu, demi menjaga nama baik Batik Lasem 

yang sudah kesohor, Masru’ah tak mau kompromi soal kualitas. 

“Itu saya jaga betul dengan mengontrol proses produksi dari awal 

sampai akhir,” tegasnya. 

Memang, Batik Lasem selama ini dikenal berkualitas tinggi dan 

halus. Salah satu pembeda dengan batik dari daerah lain adalah 

Then, when she was trusted to market batiks of her company, 

Masru’ah’s success road began to open. At that time, of 10 batiks 

that she could sell, she got bonus of 1 piece of cloth. Well, from 

the bonus clothes, she could paint her own batik and sell them. 

With high spirit, she could sell more batik belong to the company 

up to 70 pieces. She got high optimistism to make more her own 

batik. However, Masru’ah constrained problem of batik coloring. 

“During that time, I used to leave the coloring process to some 

established artisans. But, I didn’t know why in a sudden they 

did not want to color my clothes. I always want to cry anytime I 

remember it,” she said. 

In the midst of unfavorable situation, she had an intention to 

explore the technique of batik coloring. Using canting andspecial 

wax, she wanted to make special batik. However, the cost of mastering 

the technique was not inexpensive. To study from the experts, 

she at least had to pay Rp 12 million. O, God, how can she 

get the money? “I was really desperate, until I met Mr. Ruwahdi of 

Bantul who would teach me with a small fee,” she said. 

Successful in mastering coloring techniques, her capabilities 

got more complete. Her business was growing slowly, especially 

when she began to join Semen Indonesia partnership program. 

“I got financial aid and training. Sometime I was also invited to 

exhibition. Alhamdulillah, my batiks were sold out and I got more 

orders,” said Masru’ah. Increasing order means the number of 

her employees also must be increased. In the past, she only hired 

some employees. Today, Rizki Barokah has 20 employees. Sales 

turnover is boosted to $ 25 million per month. 

Masru’ah learns that her business requires high creativity and 

high innovation. It is a part of efforts to meet the needs of market, 

and to face competition among batik maker. So, she always tries 

to enrich the motifs. Ideas can emerge from anywhere; by watching 

trends in society, by comparing product in an exhibition, or 

else. In order to maintain the good reputation of batik Lasem, 

Masru’ah doesn’t want to compromise about quality. “It is my duty 

to maintain high quality by controlling the production process 

from start to finish,” she said. 

Indeed, batik Lasem so far is well-known for high quality and 

smooth texture. What makes batik Lasem different from other re- 


penggunaan warna yang berani dan mencolok. Misalnya merah, 

cokelat dan biru, biasanya dituangkan dalam satu karya batik. Dari 

sederet motif yang ada, dua yang paling dikenal adalah Es Teh 

dan Tiga Negeri. Disebut es teh karena motif ini banyak didominasi 

warna cokelat bata. Sedang Tiga Negeri merujuk pada tingkat 

kesulitan dan ketelatenan dalam pembuatan. 

Berbeda dengan motif biasa yang dalam sekali proses sudah 

jadi, Tiga Negeri perlu tiga kali proses. Pembuatannya bisa sampai 

30 hari, sebanding dengan harga per potongnya yang mencapai 

Rp 1 juta hingga Rp 2 juta. Bandingkan dengan batik biasa yang 

dijual antara Rp 100 ribu sampai Rp 200 ribu tiap potong. 

Sejalan dengan usaha yang terus berkembang, Masru’ah pun 

ingin memiliki showroom sendiri. Selama ini semua kegiatan, baik 

produksi maupun penjualan, masih terpusat di rumahnya yang terletak 

15 km dari kota Rembang. “Saya yakin, dengan ikhtiar dan kerja 

keras tidak ada yang tidak mungkin diwujudkan,” tutup Masru’ah. (*) 

gion’s batik is the use of bold and striking colors. Red, brown and 

blue, are usually poured in batik Lasem works. From a series of 

motifs, there are two most well-known motif; Es Teh (Iced Tea) and 

Tiga Negri (Three States). Es Teh means the motifs are dominated 

by brick-brown color. Tiga Negri is well known for the level of difficulty 

and diligence in the making. 

Batik with common motif only needs a single process to finish. 

Instead, Tiga Negri needs three times process. Even, it needs 

30 days to make. So, the process is comparable to the price; 

which can reach Rp 1 million to Rp 2 million per piece. It is more 

expensive than Rp 100 thousand or Rp 200 thousand per piece for 

common batik. 

In line with the growing business, Masru’ah also wants to have 

her own showroom. So far, all of her activities, both production 

and sales, are in her house which is located 15 km from the town 

of Rembang. “I believe, with the efforts and hard work, everything 

can be realized,” Masru’ah said. (*) 

RIZKI BAROKAH 

Pemilik : Masru’ah 

Alamat : Dusun Gading, Desa Jeruk RT 06/RW 02, 

Kecamatan Pancur, Rembang 




HP : 087 833 104 617, 085 226 265 314 

Owner : Masru’ah 

Address : Dusun Gading, Desa Jeruk RT 06/RW 02, 

Kecamatan Pancur, Rembang 


Number of workers : 20 


Mobile phone : 087833104617, 085226265314 

162 


Profil Penulis 

RAM SURAHMAN 

Pria energik ini tidak asing lagi di dunia jurnalistik dan dikenal luas di kalangan jurnalis, khususnya di Jawa Timur. 

Pengalaman Ram dimulai ketika berkarier sebagai jurnalis Radar Surabaya (Jawa Pos Group) awal tahun 2000. 

Selama menjadi wartawan Radar Surabaya, berbagai penghargaan penulisan telah diraihnya. 

Pengalaman di bidang jurnalistik khususnya olahraga, mengantarkan Ram dikenal pengurus klub Persebaya yang 

kemudian mempercayainya sebagai Media Officer Persebaya hingga menjabat sebagai Sekretaris Tim Persebaya. 

Karirenya terus berkembang hingga awal 2012, Ram bergabung dengan Mediatrust PR sebagai Senior 

Konsultan untuk wilayah Jawa Timur. Dunia jurnalistik pun masih digelutinya dengan menggarap Tabloid Gapura 

dan Majalah Sinergi, media internal PT Semen Indonesia (Persero) Tbk. (*) 

SUMARLIN 

Sumarlin mengawali karir jurnalistik di Harian Nusa Denpasar tahun 1996. Pertama kali melakukan liputan di desk 

olahraga, lulusan FISIP Unair ini kemudian menjadi editor merangkap koordinator liputan (korlip). Enam tahun 

kemudian bergabung dengan koran Radar Surabaya (Jawa Pos Group) sebagai korlip dan editor halaman utama. 

Selepas dari Radar Surabaya, dalam periode 2011-2013 menjadi jurnalis serta editor pada website www.premierleague.co.id 

yang dikelola PT Liga Prima Indonesia Sportindo (LPIS) Jakarta. Selain menjadi peneliti pada Jawa 

Pos Institue of Pro Otonomi (JPIP), Sumarlin ikut mengelola Tabloid Gapura dan Majalah Sinergi yang diterbitkan 

PT Semen Indonesia (Persero) Tbk. Pria asal Blitar ini juga terlibat penyuntingan sejumlah buku, antara lain 

Surabaya Bangkit Prestasi Emas (2008), Perjalanan Program Keuangan Inklusif Bank Indonesia (2004-2012), serta 

Mencari Begal Politik (2016). (*) 

WAHYU WIDODO 

Pria yang selalu tampil ceria ini lebih dikenal sebagai Wahyu Kokkang, kartunis yang sudah lama bergabung 

dengan Jawa Pos. Karya-karyanya, terutama pada rubrik Clekit, dikenal sangat kasual dan sedikit ‘nakal’, tidak 

seperti kartunis lainnya yang terkesan formal. Hal-hal keseharian yang terlihat biasa saja, di tangan kartunis Jawa 

Pos ini bisa menjadi karya dengan daya kritis tinggi tanpa kehilangan unsur jenaka. 

Karikatur bikinan Wahyu Kokkang menempati urutan atas daftar sajian yang pertama kali dilahap para pembaca 

Jawa Pos. Tidak heran, Clekit memang selalu menyajikan guyonan sekaligus sindiran yang cerdas melalui karya 

seni karikatur. (*) 


164 

DEPARTEMEN CSR 

PT Semen Indonesia (Persero) Tbk. 

Jalan Veteran Gresik, Jawa Timur 

Telp. 031-3981731/3981733 

Fax. 031-3983209/3972264 

www.semenindonesia.com

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