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Not Just Cheap, These Are the Considerations of Indonesia's Middle Class When Buying Products

Adi Ahdiat 16/04/2026 18:16 WIB

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According to the KIC survey, the majority of the Indonesian middle class are more inclined to purchase high-quality products, rather than those that are simply cheap.

Considerations of the Indonesian Middle Class in Purchasing Products to Ensure Their Money is Not Wasted (Quarter IV 2025 - Quarter I 2026)

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Not Just Cheap, These Are the Considerations of Indonesia's Middle Class When Buying Products

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Considerations of the Indonesian Middle Class in Purchasing Products to Ensure Their Money is Not Wasted (Quarter IV 2025 - Quarter I 2026)

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The middle class considers various factors before purchasing something. They don't just look for cheap products; many also prioritize product quality.

This is evident from the report of the Katadata Indonesia Middle Class Insight (KIMCI) released by the Katadata Insight Center (KIC).

KIC found that, to ensure money isn't wasted when shopping, the majority (32%) of middle-class respondents consider buying products with good durability or quality.

Then, 27.6% consider buying products that provide real benefits for themselves or their families.

Meanwhile, those considering cost/energy/time savings, enjoyable experiences such as attractive design/packaging, rewards/points/bonuses, authentic value, and the product's impact on society/the environment make up a smaller proportion.

"The middle class is now evolving into smart consumers who prioritize product functionality and durability over just low prices, as a way to use money more optimally for long-term benefits," KIC said in its report.

KIC conducted this survey from the fourth quarter of 2025 to the first quarter of 2026 on 1,000 middle-class respondents in Indonesia.

The respondents were aged between 18 and 60 years old with an average monthly household expenditure of between Rp2 million and Rp10 million, referring to the definition of the middle class from the Central Statistics Agency (BPS).

The full report of the Katadata Indonesia Middle Class Insight (KIMCI) from KIC can be downloaded at this link.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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Not Just Cheap, These Are the Considerations of Indonesia's Middle Class When Buying Products

Not Just Cheap, These Are the Considerations of Indonesia's Middle Class When Buying Products

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