BUKA Group Strengthens Financial Literacy and Digital Security for MSMEs
To mark Financial Inclusion Month (BIK) 2026, PT Bukalapak.com Tbk once again held its Pelaku Usaha Jagoan Pencari Cuan (PUJAAN) Vol. 5 programme, culminating in an awards ceremony at Sopo Del Tower in Kuningan, Jakarta, on Tuesday (27 October 2026).
The event was attended by Deputy Trade Minister Dyah Roro Esti Widya Putri; Muhammad Neil El Himam, Deputy for Digital Creativity and Technology at the Ministry of Creative Economy/Creative Economy Agency; Naomi Triyuliani, Head of Financial Literacy and Education Planning, Development and Evaluation at the Financial Services Authority (OJK); Rizki Ameliah, Head of the Digital Literacy Development Centre at the Ministry of Communication and Digital Affairs’ Human Resources Development Agency; PT Bukalapak.com Tbk acting president director Natalia Firmansyah and BUKA Group executives; as well as finalists in the PUJAAN Vol. 5 capital competition, who are MSME operators from across Indonesia.
In the era of digital transformation, access to financial services is expanding. However, access is often not matched by knowledge of business finance management or awareness of digital financial risks, including online scams and illegal online lending (pinjol).
To bridge the gap between access and understanding of digital finance, this year’s PUJAAN programme adopted the theme “Jagoan Buka Peluang” (“Champions Opening Opportunities”). It aims to improve financial and digital literacy, as well as cybersecurity, among MSME operators. The programme also provides access to business capital through a competition offering prizes worth tens of millions of rupiah to support business development.
Natalia Firmansyah, acting president director of PT Bukalapak.com Tbk, said PUJAAN reflected BUKA Group’s commitment to widening MSMEs’ access to knowledge, networks and opportunities to strengthen their businesses.
“For us, PUJAAN is not merely a competition to win business capital. It is part of our commitment to opening up wider access for business owners so they can continue learning, growing and finding new opportunities,” she said at the PUJAAN Vol. 5 awards ceremony on Tuesday (27 October 2026).
This commitment was also reflected in mentoring sessions and discussions with MSME operators, designed to strengthen their capabilities in managing and securing digital money, understanding investment and making sound business decisions.
Deputy Trade Minister Dyah Roro Esti Widya Putri welcomed PUJAAN, saying it offered tangible benefits to MSMEs seeking to use digital platforms to grow their businesses.
“Let us keep learning and have the courage to adapt. At first, adapting may feel uncomfortable because there are things we do not yet understand. But through education and outreach, we can improve our understanding and be better prepared for change. Manage business finances wisely, and be smart digital business operators who remain alert to scams and other risks that could cause financial harm,” she said.
She stressed that government and private-sector cooperation was important to expand education and guidance for MSMEs. Programmes such as PUJAAN are expected to help business owners seize digital opportunities while understanding how to protect themselves from the risks.
The importance of collaboration in widening access to knowledge, mentoring and business networks was also highlighted by Muhammad Neil El Himam, Deputy for Digital Creativity and Technology at the Ministry of Creative Economy/Creative Economy Agency. He praised PUJAAN Vol. 5 as practical support for the empowerment and development of Indonesian MSMEs, and as a way to encourage businesses to use digital technology to create added value.
“We encourage MSMEs not only to use technology, but also to harness it to create added value, open up new business opportunities and increase income sustainably. Alongside the use of digital technology, financial literacy is also important so MSMEs can manage profits more productively and expand their businesses,” he said.
Unlike last year, this year’s PUJAAN capital competition was open to women MSME operators who are Bukalapak partners, as well as male and female MSME operators supported by itemku. The broader participation reflects Bukalapak’s commitment to more inclusive empowerment. BUKA Group believes that business owners in every sector have the potential to grow and make an impact, while women’s empowerment remains a key focus of the programme.
The programme’s commitment to widening access to knowledge was also reflected in a competition that extended beyond judging. Participants had previously taken part in a PUJAAN Vol. 5 webinar as an introduction. On the awards day, mentoring sessions continued and complemented the finalists’ experience.
The mentoring covered three topics relevant to MSMEs. The first, financial literacy and consumer protection, was led by Naomi Triyuliani, OJK’s Head of Financial Literacy and Education Planning, Development and Evaluation. The second, business financial management, was led by NFC Revenu director Charles Gultom and BUKA Group business operations manager Yonarisa Prahesti. The third, family health, was presented by Dr Salva Badjarad, a pulmonary and respiratory specialist at EMC Alam Sutera and EMC Tangerang hospitals.
The PUJAAN Vol. 5 capital competition concluded with the announcement of winners in the Mitra Bukalapak and itemku categories:
Mitra Bukalapak category
First place: Fatmah (Banjarmasin)
Second place: Lusi Widianingrum (Kuningan)
Third place: Nazhikhatun (Tegal)
Influencer award: Ahmad Prasetio (Jakarta)
itemku category
First place: William Fredick Wijaya (Pekanbaru)
Second place: Nenza Nurfirmansyah (Cimahi)
Third place: Maulana Ibrahim Ramadhan (Bekasi)
In addition to receiving business funds, the winners said the experience and business-development knowledge gained through the competition were valuable benefits.
“Thank God, I won the competition. As well as receiving business capital, I gained knowledge that I can apply to develop my digital products and games business in the future,” said William, first-place winner in the itemku category.
Fatmah, the first-place winner in the Mitra Bukalapak category from Banjarmasin, said she planned to apply what she had learned through PUJAAN Vol. 5 to managing her business day to day.
Their experiences reflect the spirit of PUJAAN Vol. 5, which provided not only financial support but also comprehensive business education. All winners are entitled to cash business capital, investment products from BMoney and medical vouchers from EMC Healthcare. The programme is expected to accelerate the growth of MSMEs and digital partners in Indonesia.