Indonesia’s Window Shopping Phenomenon: A Reflection of Economic Strain
A Shift in Consumer Behavior
In Medan, Indonesia’s fourth-largest city, the retail landscape is undergoing a significant transformation. Delima, a sales representative at a cosmetics store in a bustling mall, has noticed a stark change in customer behavior. Once overwhelmed by the demands of her job, she now finds herself with little to do as foot traffic dwindles. “The mall is so quiet now, and when customers do come into the store, they have no intention of buying anything,” she lamented in an interview with Al Jazeera. This sentiment is echoed across the country, where the terms “Rohana” and “Rojali” have emerged as popular slang on social media, encapsulating the phenomenon of window shopping without intent to purchase.
The Rise of “Rohana” and “Rojali”
“Rohana,” a portmanteau of the Indonesian phrase for “groups who just ask,” and “Rojali,” meaning “groups who rarely buy,” have become buzzwords that reflect a growing trend among Indonesian consumers. This shift is not merely a passing fad; it signifies deeper economic concerns as many Indonesians tighten their belts amid rising living costs. While precise statistics on window shoppers are elusive, the trend is evident in the declining sales figures reported by major retailers.
For instance, PT Unilever Indonesia, a leading consumer goods company, reported a nearly 4.5% drop in sales during the first half of 2025. Similarly, PT Matahari Department Store, which offers a range of products from clothing to household goods, experienced a more significant decline of over 9%. These figures suggest that the middle class, often seen as the backbone of Indonesia’s economy, is facing a decline in purchasing power.
Economic Context: A Mixed Bag
Despite these troubling signs, Indonesia’s economy has shown resilience on paper. The Indonesian Bureau of Statistics reported a GDP growth of 5.12% year-on-year for the April-June period, marking the fastest pace in two years. However, this economic growth contrasts sharply with the palpable discontent among the populace, which erupted into protests in late August. Thousands took to the streets to voice their frustrations over budget cuts in essential services like education and healthcare, while lawmakers were set to receive a monthly housing allowance that dwarfs the minimum wage.
A survey conducted by the ISEAS-Yusof Ishak Institute in Singapore revealed that young Indonesians are increasingly pessimistic about their economic prospects compared to their peers in neighboring countries. While 75% of respondents in Thailand, Malaysia, Singapore, the Philippines, and Vietnam expressed optimism about their governments’ economic plans, only 58% of Indonesian youth felt the same. This growing disillusionment is compounded by a youth unemployment rate of 16%, more than double that of Thailand and Vietnam.
Government Response: A Different Narrative
In response to the emerging trends of “Rohana” and “Rojali,” government officials have downplayed the significance of these terms. Chief Economic Affairs Minister Airlangga Hartarto suggested that consumer spending habits are merely shifting online, pointing to rising household consumption as evidence of economic stability. “The narrative around Rojali and Rohana is being blown out of proportion,” he stated at a recent press conference.
However, experts like Teguh Yudo Wicaksono, an economics lecturer at Universitas Islam Indonesia, argue that the official data presents a more nuanced picture. While household consumption grew nearly 5% in the second quarter, retail sales have weakened slightly. Wicaksono noted that this could indicate a decline in purchasing power, particularly among certain segments of the population.
Changing Spending Patterns
Interestingly, the Rohana and Rojali phenomenon may also reflect a shift in consumer priorities. Wicaksono observed that spending on sports, hobbies, and entertainment is on the rise, particularly among lower-middle-class consumers. This shift suggests that while some are cutting back on traditional retail purchases, they are reallocating their budgets toward experiences and services that bring them joy.
Abadi, the chairman of the Indonesian Consumers Foundation, emphasized the role of the digital economy in this transformation. “The digital economy has rendered malls merely a means of window shopping,” he explained. An online survey by Snapcart found that half of Indonesian respondents preferred online shopping for its convenience, with platforms like Shopee leading the way.
The Social Aspect of Shopping
Despite the economic challenges, many Indonesians still frequent malls for social interaction rather than shopping. Dewi Fauna, an administrative assistant, shared her experience of embodying the Rohana and Rojali trend. “I only go to the mall to eat in the restaurants and I rarely buy anything,” she said, citing budget concerns and the convenience of online shopping. For her, the mall serves as a social hub where she can enjoy meals with friends and family.
Fauna’s perspective highlights a broader cultural shift. Malls, once seen as shopping destinations, are increasingly viewed as social spaces where people gather to eat and socialize. This change in consumer behavior underscores the evolving nature of retail in Indonesia, where the experience of shopping is becoming as important as the act of purchasing.
Conclusion: A Complex Landscape
The emergence of “Rohana” and “Rojali” in Indonesia reflects a complex interplay of economic realities and changing consumer behaviors. While the government touts positive economic indicators, the lived experiences of many Indonesians tell a different story. As purchasing power declines and shopping habits shift, the future of retail in Indonesia may hinge on adapting to these new consumer preferences. The challenge for businesses will be to find ways to engage consumers who are increasingly drawn to online shopping and social experiences rather than traditional retail environments.
