Preference for Local vs. Imported Products – Survey Report

In order to move Indonesia from a consumption-based economy to a manufacturing one, the Indonesian government has introduced “local-content” laws which requires imported products to contain a certain percentage of local content, meaning that the item is partly produced in Indonesia. Otherwise, importers will get their licenses revoked. The latest push is to get cell phone manufacturers to set up shop in Indonesia to comply with the law. That way, the local industry can be supported.

As expected, Indonesia is now facing criticism from many countries who export to the largest archipelago island in the world. So what we want to know is to what extent to do Indonesians prefer imported goods?

We surveyed 548 respondents and asked them about their preferences for local and imported products.


Every product that is purchased indicates where it is made from. Every other person sometimes takes a look at the label to see where a product is made (52.55%). About 1 in 3 say that they definitely look (32.66%).

Q1. When buying a product, do you look to see where the product is from

1 in 5 respondents say that they are more likely to buy products that are ‘Made in Indonesia.’ Most respondents are on the fence about this; they say that it depends on the product (77.55%).

Q2. Are you more likely to purchase a product made in or out of Indonesia

That means, for different products, people have preferences on whether they prefer it produced in Indonesia or abroad. Some key findings include:

People prefer their electronic goods to be made in Japan. People look to Japanese products for their TVs (60.95%), computer/laptop/tablet (42.7%), cars (38.5%), computer electronics (36.86%), and camera/video camera (48.91%). When it comes to cellphone, Korea leads in this field (34.49%).Indonesian-produced goods are sought after in terms of clothes (67.88%), cosmetics/beauty products (44.89%), shoes (44.89%) and sports products (32.66%).


Folks have reasons for wanting to buy ‘Made in Indonesia’ products. A desire to support the local economy is the most cited reason for buying locally-produced goods (54.01%). Almost just as many (49.45%) would buy a product made in Indonesia than one made abroad because it is cheaper. People also demonstrate national pride in buying locally-produced products (45.62%). One important reason respondents provided for buying Indonesian products is because they can be assured that the product is halal.

Q4 - reasons for buying Indonesian products

Though people have preferences for goods made in certain countries, we also discovered that a lot of people are unable to identify where certain brands originated from. More than half could recognize where Apple (81.2%), Samsung (70.44%) and Nike (65.51%) came from. For Indonesian companies such as Polytron and Polygon, only 29.38% and 29.2% respectively could recognize them. Most people believed that Adidas was from the US, but only 15.88% knew that it was from Germany.


For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gendr,age range, locationby province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.

Click the icon to download XLS report

And also PDF Report here:


And if you’d wish to try to send a survey to our respondent, try our FREE TRIAL SURVEY:

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If you’re interested to do survey on retail and consumer goods field toward our respondents, we have over 31,000 mobile respondents ranged from age 17-50 years old, smartphone active users, and located in all regions of Indonesia that has installed our app and readily answering your survey. Those 31,000 respondents has been verified, profiled, and continuously tracked to make sure you get the updated profiles of them. Our respondents has been profiled based on their demographic (age,gender,location, spending level, profession,religion), lifestyle habit (smoking/non, gamers/non, wearing glasses/non, frequent flyer/non, online shopper/non), and also brand consumption level ( brand A users, brand B users in FMCG, Retail, E-commerce,etc). 

If you want to do research toward our respondent, please signup here and directly create your survey there. Or directly contact our Bizdev - partner@jajakpendapat.net. / +622742923340 / +6285643567492 (WA/SMS)

To non-Indonesian client, we offer free translation from foreign languages includes English, Chinese,Hindi,etc.

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