December 3, 2025 | 12:54 pm
TEMPO.CO, Jakarta - Partner Boston Consulting Group, Ferry Malvina, revealed that Indonesians are changing their shopping behavior due to concerns about the rising cost of living. Ferry stated, "Around 40 percent of them have reduced their big spending," during a discussion forum held in Jakarta on Tuesday, December 2, 2025.
Ferry made this statement while presenting the findings of the ASEAN Consumer Sentiment Study (ACSS) 2025. The research was conducted in May-June 2025 with a sample of 1,000 Indonesian citizens aged 18-65 years.
In the study, when faced with price increases, Ferry said the public did not reduce its spending. However, Indonesian consumers, according to Ferry, tend to be cautious about their spending.
Specifically, Ferry revealed that Indonesian consumers have three shopping behaviors. First, 46 percent of respondents said they put off major purchases. Second, 44 percent of respondents reduced non-essential needs. Meanwhile, 42 percent of respondents said they sought discounts when making a purchase.
Meanwhile, Herman Soesatyo, the Head of Cards and Payments at UOB Indonesia, stated that optimism among Indonesian society has weakened. This is reflected in the UOB ASEAN Consumer Sentiment Index, which ranked Indonesia's overall sentiment at 55, down from 58th place the previous year. According to Herman, the decline in the index is attributed to growing public concerns about the economy and mounting financial pressures.
This index is designed to study consumer confidence in all major ASEAN markets. It is based on six questions that reflect consumers' perceptions of current and future economic conditions, as well as their concerns and expectations regarding their personal finances.
Herman stated that Indonesian society is not reducing its spending, but rather tightening its shopping habits. Over the past year, the ACSS has recorded significant changes in the community's shopping habits.
Almost half of the respondents, or 49 percent, bought more products during discounts. Meanwhile, 43 percent bought more multifunctional products to maximize value. Additionally, 38 percent chose to buy local products.
Furthermore, 34 percent of respondents admitted to buying products of optimal quality or unbranded products. Meanwhile, 33 percent of respondents needed more time to consider before making a purchase. "We see that our consumers are wiser," said Herman in response to this shopping behavior.
Herman also emphasized the changes in public spending allocations. He revealed that 45 percent of consumers allocate their spending to education and healthcare, the largest allocation compared to daily living expenses.
Meanwhile, Herman revealed an increase in spending allocation for luxury lifestyles and experiences. "We see a shift here. Money is saved, but it's spent in other, more useful places," he explained.
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