Reasons Consumers Buy Local Products Through Live Shopping
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According to a survey by the Katadata Insight Center (KIC), there are various reasons driving consumers to purchase local products through live shopping.
The majority, or 31% of respondents, bought local products through this channel because of their more affordable prices.
Then, 28% of respondents did so to support Indonesian product brands.
Other respondents shopped for local products via live shopping because the products were easy to find (10%), had good quality (10%), offered a convenient shopping experience (9%); the host or presenter was trustworthy (6%); and the products were more suitable for Indonesians (5%).
This survey also found that clothing was the most popular category of local products among consumers during live shopping, with a proportion of 34%.
Other popular local products included make-up (12%), clothing accessories (8%), body care products (8%), food (7%), and hobby supplies (7%).
KIC conducted this online survey from November 5-18, 2024, with 1,381 respondents. Respondents consisted of 62% women and 38% men.
Respondents were aged 18-44, came from various socioeconomic classes, and had engaged in live shopping within the past year.
Respondents were spread across 10 major Indonesian cities: Jakarta, Bandung, Semarang, Yogyakarta, Surabaya, Medan, Palembang, Balikpapan, Denpasar, and Makassar.
"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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