The COVID-19 pandemic has certainly changed a lot of things for many people around the world, including their consumption habits and preference of brands.
A survey by Singapore-based market research firms Blackbox Research and Toluna was conducted in September this year to understand the shifting sentiment and behavior among ASEAN consumers amid the ongoing pandemic. The study revealed a shift in consumer sentiment as a result of the pandemic, wherein four in five consumers stated they were more likely to support local brands.
Indonesia is one of them. According to the study, 91 percent of Indonesian consumers said since the COVID-19 outbreak they were more likely to support local brands, driven by a desire to strengthen their local communities and economy. The same chunk of respondents also said they would also support local brands going forward.
Notably, when asked to identify brands they were pleased or impressed with during the COVID-19 crisis, Gojek's homegrown on-demand multi-service platform emerged as the local brand most favored by Indonesians.
This shows how Gojek is not only perceived as helpful, but is also loved by Indonesian consumers especially amid the COVID-19 pandemic.
Gojek’s successful brand perception can be largely attributed to factors such as its pervasiveness in Indonesia through its ecosystem of services and partners, as well as the positive sentiment garnered from its efforts to support its partners during the pandemic, such as its Gojek Partner Support Fund.
In its press release, Blackbox Research international commercial director Yashan Cama mentioned how “international” might be on the verge of becoming a dirty word.
“Gojek is a great example of how national pride will be a growing part of consumers' purchasing considerations. Consumers are looking to support their own economy, and they are letting their spending speak for itself. But this is not just a case of supporting a local brand, but a local brand that impacts a significant portion of Indonesians through the gig economy. This is why Indonesians want to see Gojek succeed,” Cama said.
He was quick to add how this shift in consumer sentiment toward local brands was set to bring challenges for international companies.
"For international companies to compete with this spotlight on local, they will need to reassess their brand portfolios and seriously consider how they can localize their brands to reflect the values that matter most to Indonesian consumers."
