Choosing International Products Over Local Ones: Reasons Behind Indonesian Consumers' Preferences

A JakPat survey revealed that 21% of respondents prefer international products over local ones.

The main reason cited by 38% of respondents for not using domestic products was doubt about their quality.

Other reasons included excessive claims by local brands (21%), prices not being cheaper (19%), limited availability (18%), high levels of plagiarism (17%), unattractive design or appearance (15%), and a perceived higher trustworthiness of international products (15%).

"Overall, perceived trustworthiness and authenticity remain major challenges for local products," JakPat wrote in its report, Local Product Shopping Behavior in Indonesia.

The JakPat survey involved 1,394 respondents, narrowed down to 321 who reported never using local products. The total respondent pool consisted of 52% men and 48% women.

Respondents were located in non-Jabodetabek Java (49%), Jabodetabek (36%), and outside Java (15%). 43% of respondents were millennials (29-44 years old), 43% were Gen Z (15-28 years old), and 14% were Gen X (40-50 years old).

The online survey was conducted via the JakPat app on July 24-25, 2025, with a margin of error below 5%.