Why Indonesian Consumers Are Attracted to Malls Over Other Shopping Places

Katadata Insight Center (KIC) and tSurvey conducted a poll to determine why consumers prefer visiting malls over other shopping venues, including online shopping.

The results show that the majority, or 55% of respondents, are more drawn to malls because they can try products directly.

Furthermore, 54% of respondents chose malls to avoid the risk of fraud, and 47% were attracted by exclusive promotions only available in malls.

The following are the complete reasons why consumers find malls more appealing than other shopping locations:

* Ability to try products directly: 55%

* Avoidance of the risk of fraud/mismatched goods as experienced in online stores: 54%

* Availability of exclusive promotions or discounts only available at malls: 47%

* A more tangible and emotionally satisfying shopping experience: 43%

* Ability to directly compare prices between stores in one location: 41%

* No need to wait for shipping; items can be taken home immediately: 31%

* Ability to find and fulfill all needs in one place: 27%

* Greater trust in products or brands available at malls: 25%

* No shipping costs, unlike online shopping: 24%

* Other: 1%

This survey involved 268 respondents who had visited malls in late 2024 and early 2025. The online survey was conducted in two periods: September-December 2024 and January-April 2025.

Respondents were selected using non-probability sampling. The sample was taken from visitors of upper and middle-class malls in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi), with the following details:

Upper-class Malls:

* Plaza Indonesia

* Grand Indonesia

* Pacific Place

* Central Park

* Senayan City

* Plaza Senayan

* Ashta District 8

* Pondok Indah Mall

* Lippo Kemang Village

* Kota Kasablanka

* Gandaria City

* PIK Avenue

* Aeon Mall Jakarta Garden City

* Lotte Shopping Avenue

* Mall Taman Anggrek

* Mall of Indonesia

Middle-class Malls:

* Blok M Plaza

* Green Pramuka Square

* Mall Artha Gading

* Mall Bassura City

* Mall Sunter

* Cilandak Town Square

* Plaza Slipi Jaya

* Mall Tamini Square

* Pluit Village

* Mall Cipinang Indah

* Mall Kelapa Gading (MKG)

* Plaza Atrium Senen

* City Plaza Jatinegara

* Plaza Buaran