Survey: Indonesian Consumers Show Greater Interest in Local Influencers Than Korean Celebrities

A survey conducted by PT Zulu Alpha Papa (ZAP) and MarkPlus Inc. through the ZAP Beauty Index 2023 shows that local influencers are the most influential in attracting Indonesian women to purchase beauty products/services. These local influencers consist of Selebgrams, YouTubers, TikTokers, and Seleb Tweets.

"78% of Indonesian women are more interested in local influencers than Korean artists when choosing beauty products and services," according to the ZAP Beauty Index 2023 report.

The report states that local influencers are able to influence their audience with the beauty content they provide on social media. This ranges from endorsement content, mini vlogs, educational content, to reviews of beauty products/services.

Furthermore, 23.7% of respondents said they were interested in buying beauty products/services because of famous local artists. For example, film actors, musicians, and so on.

Korean artists ranked third and fourth. "In fact, only 16.3% of Indonesian women are influenced by Korean artists and 8.5% by Korean musicians/girlbands/boybands (in choosing beauty products/services)," the report states.

Indonesian women are also influenced by Hollywood artists (4.9%) regarding beauty products/services. Meanwhile, the lowest-ranking influencers are beauty experts and local comedians, each with only 0.7%.

This survey was conducted in October-November 2022 using an online survey method. There were 9,010 female respondents aged 12-66 years old who participated in this survey.

Respondents resided in DKI Jakarta, West Java, East Java, Central Java, Banten, North Sumatra, East Kalimantan, Yogyakarta, Bali, South Sulawesi, East Nusa Tenggara, West Nusa Tenggara, Maluku, and Papua.