Is impulse buying on its deathbed in Indonesia? | Analysis

The modern consumer is far from homogeneous. While some look forward to the next wave of technological innovation through the latest updates, others pride themselves on being resilient and keeping their devices running until they break down. A dedicated team skillfully combines strategy and frugality, hunting for deals and putting together offers to make sure every rupee counts.

Understanding these complex consumer profiles in Indonesia has become imperative for businesses looking to thrive in a digital and increasingly sophisticated market. Today’s shoppers not only form opinions about what they buy, but also become deeply engaged with broader ideas such as insufficient consumption, overconsumptionand growth reduction of influence. These aren’t just fleeting online buzzwords; they may reflect a fundamental transformation in the values ​​and behaviors that define consumerism in the region.

Using YouGov data, this research reveals the complex mosaic of consumer types shaping the Indonesian market and provides insight into how these changing preferences are forcing brands to stay relevant, responsive and aware of shifts in public sentiment.

Broadly speaking, consumer personality may fit into one or more of the categories listed below:

• Minimalist consumer: “I have less stuff and I focus on conscious consumption.”
• Need based consumer: “I only buy what I really need and avoid impulse purchases.”
• Environmentally conscious consumer: “I repair, reuse, recycle and upcycle items.”
• Socially conscious consumer: “I care about fair trade and the ethical practices of the producers of the products I buy.”
• Quality-oriented consumer: “I’m willing to pay more for products that are strong and durable.”
• Brand loyal consumer: “I prefer to buy from brands I trust.”
• Trend-driven consumer: “I always keep an eye on the latest trends and styles.”
• Price sensitive consumer: “I actively look for the best deals and discounts.”
• Convenience-oriented consumer: “I am willing to pay more for convenience, such as online shopping or fast delivery.”
• Impulsive buyer: “I often buy things based on desire rather than necessity.”
• Early user: “I like to try new products soon after they are released.”
• Experienced consumer: “I prefer to spend money on travel and events rather than on material goods.”

Who is the typical Indonesian buyer?

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

Indonesian women are ahead of men in being necessity-driven (54% of women vs. 49% of men) as need-based consumers. They also lead when it comes to brand loyalty (40% of women vs. 37% of men), price sensitivity (39% of women vs. 29% of men) and focus on quality (31% of women vs. 28% of men). .

On the other hand, Indonesian men seem to be slightly more likely to prefer minimalism (25% of men vs. 23% of women). However, this group is slightly more impulsive than the other: 13% of men consider themselves impulsive shoppers, compared to 10% of women. Men are also more likely to say they are socially conscious consumers (15% of men vs. 11% of women).

Insufficient consumption

YouGov data also sheds light on a segment of people seeking to be more mindful consumers – a group that may be driving underconsumption trend. A quarter of respondents (25%) report that they have owned fewer things in the past 12 months, that they are focusing on conscious consumption, and that they identify as minimalist consumers as defined in this survey.

Excessive consumption

Quite often the role of the consumer in excessive consumption – due to the desire to get everything new and fashionable – is questioned. However, survey data shows that comparatively fewer Indonesians say they make purchasing decisions by wanting to follow trends, buy things on impulse or be the first to try something new.

Only one in 10 Indonesians consider themselves impulsive buyers (12%), and even fewer say they are early buyers (7%) or driven by trends (7%). In general, the purchasing behavior of those who chase impulse (trend buyers, impulsive buyers, and early adopters) is subject to scrutiny or even criticism in the dialogue about overconsumption. However, Pulse Hunters often play the role of brand advocates, making a significant contribution to the spread of positive word of mouth, making them vital to brands as an audience.

That is why it is worth taking a closer look at this segment. The results suggest that post-purchase regret and a consumer’s more mindful attitude may influence how their purchasing personality is formed.

Half of pulse watchers (51%) say they often regretted impulse purchases driven by trends in the past 12 months. Such regret was more often experienced by men (17%) than women (11%). Among those who say they have no regrets, men are ahead of women (10% vs. 7%).

Among Pulse lovers, there is a connection between those who say they regret their purchases quite often (37%) and not very often (37%). However, women (43%) are much more likely than men (32%) to experience regret about such purchases.

How hard on the wallet were these purchases for customers?

More than a quarter (27%) say the maximum amount they spent on impulse, new and fashion purchases in the past year ranged from Rp 200,001 ($12) to Rp 400,000 ($25). More than two in 10 (23%) spent less than Rp 200,000 ($12), while 31% spent more than Rp 600,000 ($38).

But has a combination of regret and expense caused pulse hunters to spend less or more?

Nearly four in 10 (39%) say they have cut spending and bought fewer items in the past 12 months. Over the same period, 38% reported no change. Almost a quarter (23%) say they have increased their spending and bought more items.

Pulse hunters who say they have cut costs were asked about their reasoning. Many of them say they have become more careful about what they buy.

Among pulse-watchers who say they cut spending in the last 12 months, 44% say they did so because they became more mindful of what they bought and instead considered necessity. While 21% of the group were driven by budget savings and aggressive bargain hunting, the same proportion (19%) say they are buying fewer items overall in favor of higher quality products.

A smaller proportion, 15%, are driven by a desire to reduce the environmental impact of their purchases.

Lesson for brands: Recognize that even some of their most enthusiastic and engaged customers are becoming more discerning. As consumers become increasingly focused on the environmental impact of their purchases, product quality and smarter budgets, brands must adapt to these changing expectations to remain relevant and trustworthy.

Methodology: YouGov Polls: Served provides quick survey results to nationally representative or targeted audiences in multiple markets. This study was conducted online in September 2024 with 2,136 adults in Indonesia (aged 18 years or older) using a questionnaire developed by YouGov. The data was weighted by gender, age, socioeconomic class and city level to be representative of Indonesia’s online adult population (18 years and older) and reflect the latest population estimates from the Indonesian Bureau of Statistics (BPS).