Beyond Picture Quality: Several Factors Consumers Consider When Choosing a Television Brand

Choosing the right television brand is crucial for consumers to enhance their viewing experience. Especially since many television brands are sold in Indonesia, ranging from local to international brands.

According to a Kurious survey by the Katadata Insight Center (KIC), the majority of Indonesian consumers choose television brands that are affordable, accounting for 60%.

Better picture quality compared to other brands is also a key factor in Indonesian consumers' brand choices, at 57.3%.

Furthermore, 44.9% of respondents chose a television brand due to its reputable brand image. Next, 43.8% of respondents chose a brand because of its superior sound quality compared to other brands.

On the other hand, 20.8% of consumers chose a television brand because of its good after-sales service. The remaining 2.8% of respondents cited other factors.

The survey also shows that the majority of Indonesian consumers use Samsung and Sharp televisions.

Specifically, 32.4% of respondents each use Samsung and Sharp televisions in the past year. In addition, 32.2% of respondents used LG televisions during the same period.

Kurious-KIC conducted this survey among 581 people across various regions of Indonesia, with 49.7% male respondents and 50.3% female respondents.

More than half of the respondents were from Java (excluding Jakarta) at 64.4%, followed by Jakarta (14.6%), and Sumatra (11.4%). Respondents from Kalimantan, Sulawesi, Bali, Nusa Tenggara, Maluku, and Papua had smaller proportions (between 0.5%-3.8%).

Most respondents were aged between 35-44 years (30.1%), followed by the 25-34 age group (29.4%) and the 45-54 age group (23.2%).

The survey was conducted from February 9-20, 2023, using the computer-assisted web interviewing (CAWI) method, with a margin of error of approximately 4.06% and a 95% confidence level. The full report can be viewed and downloaded at [this link](https://databoks.katadata.co.id/publikasi/2023/02/20/top-brand-survey-home-appliances).