These Are the Reasons Why Indonesians Choose Local Products

A JakPat survey reveals that the majority, or 95%, of respondents prefer to buy local products.

The main reason cited by 72% was lower prices. This was followed by pride in local products (56%) and ease of access (56%).

"Emotional and practical factors also play a role, such as national pride and ease of access," JakPat wrote in its report, *Local Product Shopping Behavior in Indonesia*.

Further reasons supporting local MSMEs included: supporting local SMEs (50%), creating new jobs (37%), competitive product quality (35%), and relevance to the domestic market.

Other reasons included environmentally friendly products (22%), reducing import risks (21%), and unique offerings (21%).

The survey also investigated the most common places to buy local products. E-commerce platforms had the highest percentage at 68%, followed by minimarkets (47%), traditional shops ("warungs") (39%), and stores (37%).

"This reflects hybrid shopping habits, combining the convenience of digital with the comfort of physical stores," JakPat noted.

The JakPat survey involved 1,394 respondents, narrowed down to 1,326 who identified as consumers of local products. The total sample comprised 52% men and 48% women.

Respondents were located in non-Jabodetabek Java (49%), Jabodetabek (36%), and outside Java (15%). The age breakdown was: Millennials (29-44 years old) 43%, Gen Z (15-28 years old) 43%, and Gen X (40-50 years old) 14%.

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