Medan, Indonesia – Delima, a sales representative in Indonesia’s fourth-largest city, has recently noted a significant shift in her day-to-day experience at a cosmetics store located in one of Medan’s upscale malls. Once accustomed to the hustle and bustle of a thriving retail environment, Delima now finds the atmosphere markedly subdued, often noting that customers visit merely to sample products without the intention of making a purchase.
The rise of two new terms, “Rohana” and “Rojali,” has captured the attention of Indonesian social media users. These terms, which stem from local slang meanings—referring to “groups who just ask” and “groups who rarely buy”—illustrate a growing trend among shoppers who frequent malls primarily for window shopping. This phenomenon suggests a broader cultural and economic shift reflective of changing consumer habits throughout Indonesia.
Economic indicators, while demonstrating an overall healthy expansion of Southeast Asia’s largest economy, reveal variations in consumer behavior. The gross domestic product (GDP) of Indonesia grew by 5.12 percent year-on-year between April and June 2025, outperforming many forecasts. However, several major retailers, including PT Unilever Indonesia and PT Matahari Department Store, have reported declines in sales, with PT Matahari experiencing a drop of over 9 percent.
The Indonesian Consumers Foundation has noted that trends like “Rohana” and “Rojali” indicate shifting material realities for many households. Chairman Tulus Abadi pointed out that decreasing transactions at shopping centers align with declining sales of private vehicles and motorcycles, offering a telling glimpse into consumer sentiment.
Despite these challenges, some experts posit that consumers are merely reallocating their spending. Teguh Yudo Wicaksono, an economics lecturer at Universitas Islam Indonesia, suggests that while a slight decrease in purchasing power may affect certain demographics, there is also a considerable increase in expenditures related to entertainment and hobbies, especially among lower-middle-class families.
This digital transformation contributes significantly to changing shopping habits, as many consumers opt for the convenience of online shopping over traditional retail environments. A recent survey indicated that approximately 50 percent of Indonesian shoppers prefer the efficiency of purchasing products online, with platforms like Shopee becoming particularly popular.
Amid these transitions, mall visits still hold social value for many Indonesians. Dewi Fauna, an admin assistant, explained that her frequent trips to the mall are primarily for socializing and dining rather than extensive shopping. While budget considerations have influenced her purchasing habits, she continues to value the companionship and experiences that trips to the mall provide.
Such evolving shopping trends in Indonesia reveal a dynamic consumer landscape, where digital advancements are reshaping cultural and economic interactions, highlighting resilience and adaptability among consumers in the face of change.
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