Falling Pertamax Sales Force Closure of Pertashop Outlets

Falling Pertamax Sales Spark Closure of Pertashop Outlets

Tempatdonasi.com – TEMPO.CO, Jakarta — The recent surge in the price of non-subsidized Pertamax fuel has triggered a wave of challenges for Pertashop businesses throughout Indonesia. According to the Indonesian Red and White Pertashop Association (HPMPI), national sales of Pertamax have experienced a dramatic decline, with some reports indicating a reduction of up to 60 percent. This sharp drop has led to the forced closure of hundreds of Pertashop branches nationwide, disrupting the operations of small-scale entrepreneurs who rely on these outlets for their livelihoods.

Impact on Pertashop Businesses

Steven, the chairperson of HPMPI, highlighted the worsening conditions faced by Pertashop operators since the price adjustment was announced. He noted that the decline in revenue has occurred rapidly, within days of the decision, leaving many business owners in a precarious financial position. “The situation for Pertashop entrepreneurs across the country has become quite dire after the Pertamax price hikes,” Steven stated in a Monday, June 22, 2026, interview. “Sales have fallen by 50 to 60 percent in a short period, threatening their sustainability.”

The effects of the price hike are not uniform across all regions, but the overall trend shows a consistent decline in sales. In Yogyakarta, Central Java, daily sales volumes at Pertashop outlets dropped sharply from 800 to 2,000 liters to a mere 200 to 700 liters. Similarly, in West Sumatra, the initial days of the price change saw a 50 percent drop in sales. These examples underscore the widespread impact, with Bengkulu being a particularly hard-hit area. Out of the 201 Pertashop units operating there, only 150 remain active, reflecting the severe consequences of the price increase.

HPMPI’s Strategic Proposals

Steven outlined the primary reason behind the decline in Pertashop sales, attributing it to the substantial price gap between non-subsidized Pertamax and subsidized Pertalite. Consumers are increasingly shifting their preferences toward Pertalite, even though it requires longer wait times at gas stations. “The core issue is the stark difference in pricing between Pertamax and Pertalite,” Steven explained. “People are opting for the cheaper alternative, despite the inconvenience.”

The situation is further exacerbated by intense competition from unauthorized sellers and roadside vendors. Steven emphasized that these entities are flooding the market with subsidized fuel, undermining the efforts of legitimate Pertashop operators. “The presence of illegal retailers selling Pertalite and diesel without proper authorization is complicating matters for small entrepreneurs,” he added. “This unchecked competition is accelerating the loss of customers and revenue.”

To address the crisis, HPMPI has proposed two key strategies. The first is for the government to permit Pertashop branches to offer Pertalite fuel, which would help them remain competitive. If this is not achievable, the association is urging authorities to take decisive action against unauthorized vendors. “We recommend allowing Pertashop to sell subsidized fuel to maintain their market position,” Steven said. “If that isn’t possible, we need concrete steps to target illegal retailers and restore fair competition.”

Broader Economic Implications

The decline in Pertashop sales is not just a local issue but has broader economic ramifications. Small business owners, who often operate on tight margins, are struggling to cover operational costs. This financial strain has led to difficult decisions, including layoffs and branch closures. “Many Pertashop outlets are now forced to shut down to prevent further losses,” Steven stated. “This has a ripple effect on employment and local economies.”

One of the affected entrepreneurs, Mahendra, a 37-year-old resident of Sidomulyo Village, shared his personal experience. Although he does not personally use Pertamax, he and his family have felt the impact of the price hike. “If someone claims the effects of the Pertamax price increase are only felt by the middle to upper class, they’re wrong,” Mahendra said while waiting in line for fuel at a gas station in KM 8, Bengkulu city. “Everything has become more expensive. Even basic needs are now costlier, which strains our daily budgets.”

HPMPI is calling on the government to intervene and provide immediate support to small businesses. Their proposals aim to stabilize the market and prevent further closures. The association’s focus is on ensuring that Pertashop entrepreneurs can continue to operate without being outcompeted by unregulated sellers. “We believe the government must act swiftly to level the playing field,” Steven concluded. “Without intervention, the survival of Pertashop businesses is at risk.”

As the crisis continues, the role of Pertashop in Indonesia’s fuel distribution network is under scrutiny. These outlets have long served as a vital link for communities, especially in rural and semi-urban areas. However, the current situation highlights the vulnerability of small enterprises to macroeconomic changes. The association’s calls for government action reflect a growing need to protect these businesses from being overwhelmed by market forces.

The situation in Bengkulu serves as a microcosm of the broader challenges faced by Pertashop entrepreneurs. With sales plummeting by 70 percent, the region’s remaining 150 operational units are struggling to stay afloat. This has not only affected the entrepreneurs but also the local communities that depend on these businesses for employment and essential services. The government’s response will be critical in determining whether Pertashop can recover or if it will continue to shrink in the coming months.

Experts suggest that the government’s policy on fuel pricing needs to be reevaluated to account for the impact on small-scale operators. While the non-subsidized pricing strategy may benefit larger companies, it has created an uneven playing field for Pertashop. The association argues that a more balanced approach is necessary to ensure the survival of both subsidized and non-subsidized fuel businesses. “The current pricing model is unsustainable for Pertashop,” Steven said. “It’s time for a policy shift that supports all players in the market.”

With the situation deteriorating, HPMPI is advocating for measures that would provide immediate relief to affected businesses. This includes allowing Pertashop to sell subsidized fuel and cracking down on illegal vendors. The association’s proposals aim to restore stability and prevent further economic losses. As the demand for Pertamax continues to wane, the fate of Pertashop businesses hangs in the balance, urging the government to take decisive action before the situation worsens further.