PWON Faces Marketing Sales Decline Amid Economic Pressures

Strategic Response to Challenging Market Conditions

PT Pakuwon Jati Tbk (PWON), a major player in Indonesia's property sector, has seen its marketing sales decline by 20% to Rp903 billion as of September 2025 compared to the same period in 2024. According to Ivy Wong, Director of Business Development at PWON, this downturn is attributed to several factors including macroeconomic conditions and consumer caution during the first half of the year.

Internal and External Factors

Internally, the company has been implementing strategies such as selective pricing for new projects and adjusting project pipelines according to market demand. Externally, factors like credit interest rates for home ownership loans (KPR) and government policies, including the extension of PPN DTP until 2027, have influenced sales performance. The government policy has acted as a positive catalyst for the property sector.

Strategic Adjustments

To counter the decline, PWON is focusing on faster project approvals and readiness to meet market demand. The company is also maintaining a cautious approach to new launches, ensuring that projects are aligned with consumer needs and market conditions. These strategic adjustments aim to stimulate sales growth and navigate through the current economic challenges.