Is impulse buy on deathbed in Indonesia?

The modern consumer is anything but uniform. While some eagerly await the next wave of technological innovation, finding fulfilment in the latest upgrades, others pride themselves on resilience, pressing their devices into service until they give out. A distinct group artfully blends strategy and frugality, hunting for deals and weaving together offers to make every rupiah count.

Understanding these complex consumer profiles in Indonesia has become imperative for businesses looking to thrive in a digitally savvy and increasingly nuanced market. Today’s shoppers are not only forming opinions about what they buy but are also profoundly engaging with broader ideas like underconsumption, overconsumption, and the rise of deinfluencing. These aren’t just fleeting online buzzwords; they may reflect a fundamental transformation in the values and behaviours that define consumerism in the region.

Using YouGov’s data, this exploration reveals the intricate mosaic of consumer types shaping Indonesia’s marketplace, offering insights into how these evolving preferences are challenging brands to remain relevant, responsive, and attuned to shifts in public sentiment.

Broadly, a consumer's personality may align with one or more of the categories listed below:

• Minimalist consumer: ‘I own fewer possessions and focus on mindful consumption.’
• Need-based consumer: ‘I only buy what I truly need and avoid impulse purchases.’
• Environmentally conscious consumer: ‘I repair, reuse, upcycle, and recycle items.’
• Socially conscious consumer: ‘I care about fair trade and ethical labour practices from manufacturers of the products I buy.’
• Quality-focused consumer: ‘I am willing to pay more for durable, long-lasting products.’
• Brand-loyal consumer: ‘I prefer to buy from brands I trust.’
• Trend-driven consumer: ‘I always keep up with the latest trends and styles.’
• Price-sensitive consumer: ‘I actively seek out the best deals and discounts.’
• Convenience-driven consumer: ‘I am willing to pay more for convenience, such as online shopping or fast delivery.’
• Impulse buyer: ‘I often buy things based on desire rather than necessity.’
• Early adopter: ‘I like trying new products soon after their release.’
• Experiential consumer: ‘I prefer to spend money on experiences like travel and events rather than material possessions.’

Who is a typical Indonesian customer?

When asked to identify themselves among a list of consumer personalities, exciting insights emerge. Over half of the general Indonesian population surveyed identified as need-based shoppers (52%). In distant second, third, and fourth positions are brand-loyal consumers (38%), followed by price-sensitive (34%) and quality-focused consumers (30%)

Indonesian women outstrip men in being guided by necessity (54% women vs. 49% men) as need-based consumers. They’re also ahead when it comes to being brand loyal (40% women vs. 37% men), price-sensitive (39% women vs. 29% men) and quality-focused (31% women vs. 28% men).

Indonesian men, on the other hand, appear to be slightly more likely to prefer minimalism (25% men vs. 23% women). However, this group is a little more impulsive than the other, with 13% of men identifying as impulse buyers against 10% of women. Men are also more likely to say they’re socially conscious consumers (15% men vs. 11% women).

Underconsumption

YouGov data also sheds light on a segment of people aiming to be more mindful consumers—a group that may be driving the trend of underconsumption. One-quarter of respondents (25%) report owning fewer possessions over the last 12 months and focusing on mindful consumption, identifying themselves as minimalist consumers, as defined in this survey.

Overconsumption

Often enough, the consumer's role in overconsumption—by wanting to get their hands on whatever is new and in—trend—is called into question. However, survey data shows that comparatively fewer Indonesians say they make purchase decisions wanting to chase trends, buy things on impulse, or be the first ones to try something new.

Only one in 10 Indonesians consider themselves impulse buyers (12%), and even fewer still say they are early adopters (7%) or are driven by trends (7%). Typically, the purchase behaviours of pulse chasers (trend-driven shoppers, impulse buyers, and early adopters) are heavily scrutinised or even vilified in dialogue around overconsumption. However, pulse chasers often play the role of brand advocates, contributing greatly to positive word-of-mouth, which makes them vital to brands as an audience.

That’s why it's worth taking a deeper look at this segment. The results reveal that post-purchase regret and being more thoughtful as a consumer could decide how their shopper personality shapes up.

Half the pulse chasers (51%) say they’ve often regretted impulse-driven, trend-fuelled purchases in the last 12 months. More men (17%) than women (11%) often experienced this regret. Among those who say they have no regrets, men are ahead of women (10% vs. 7%).

Among the pulse chasers, there is a tie between those who say they’ve regretted their purchases somewhat often (37%) and not very usually (37%). However, women (43%) far exceed men (32%) in feeling regret over such purchases somewhat often.

How heavy on the wallet have such purchases been for customers?

Over a quarter (27%) say that the maximum amount they spent on impulse, new, and trendy purchases over the last year ranged between Rp 200,001 ($12) and Rp 400,000 ($25). More than two in 10 (23%) stayed under Rp 200,000 ($12), while 31% spent over Rp 600,000 ($38).

But has the combination of regret and costs made pulse chasers spend less or more? 

Nearly four in 10 (39%) say they have decreased spending and bought fewer items over the last 12 months. In the same period, 38% reported no change. Almost a quarter (23%) say they’ve increased their spending and bought more items.

The pulse chasers who say they have reduced spending were asked about their reasoning. Quite a few of them say they’re becoming more mindful about what they buy.

Among pulse chasers who say they have reduced spending over the last 12 months, 44% say they did so as they’re being more thoughtful about what they buy and are contemplating necessity instead. Where being budget-conscious and actively deal-hunting was the driver for 21% of the group, a similar proportion (19%) say they’re buying fewer items overall in favour of higher product quality.

A smaller proportion, 15%, are driven by reducing the environmental impact their purchases have.

The lesson for brands: Recognise that even some of their most enthusiastic, vocal customers are evolving to be more discerning. As consumers sharpen their focus on the environmental impact of their purchases, product quality, and budget mindfulness, brands must adapt to these shifting expectations to remain relevant and trusted.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online in September 2024, with a sample of 2,136 adults in Indonesia (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by gender, age, socioeconomic class, and city tier to be representative of the adult Indonesian online population (18 years or older) and reflect the latest Indonesian Bureau of Statistics (BPS) population estimates.