“This research looks at consumer behavior in Indonesia in using digital platforms during the pandemic. The results of our research show that the pandemic situation has encouraged changes in consumer behavior, and it seems that the digitalization process by consumers in Indonesia is accelerating,” said Dr. Alfindra Primaldhi, a researcher at the varsity’s Demographic Institute, Faculty of Economics and Business (LD FEB UI), in an official statement received in Jakarta on Friday.
The study has found that a majority of consumers (93 percent) consider Gojek's services to be better than industry standards in terms of safety. Most of them (86 percent) also feel the Gojek application has helped them adapt to new habits and remain productive during the pandemic.
Many consumers reported they have been using GoFood (65 percent), GoPay (68 percent), Paylater (57 percent), and GoSend (36 percent) services more frequently than before the pandemic struck.
This is evident from the increase in average consumer spending per month on grocery shopping services (GoMart, 44 percent) and food (GoFood, 26 percent). Overall, the amount of GoPay balance used by consumers per month has increased by 8 percent, said Alfindra.
As the pandemic continues, consumers are increasingly relying on digital services, including for ordering food, shipping goods, and digital payments, he noted.
“There has been an increase in the use of digital services that previously were not widely used by consumers, such as health services through GoMed, and charities through GoGive. The existence of digital platforms such as Gojek is helping consumers to adapt and maintain productivity in a pandemic situation, which is full of uncertainty,” he elaborated.
The majority of consumers covered by the study reported that the Gojek application encouraged them to use digital payments (97 percent), made it easier to start digital businesses (97 percent), and helped them adapt to a healthier lifestyle (96 percent) during the pandemic.
The study found the Gojek ecosystem has also helped consumers to remain in touch with families and friends amid social distancing rules.
Most consumers said they are using GoFood services to order food for their families and friends (73 percent), or order healthy food through GoFood for family / friends (55 percent). They are also using GoSend to deliver goods / food (62 percent) to their families and friends amid the pandemic.
Positive consumer perceptions of digital applications that have helped them during the pandemic will make them even more loyal to the platform, the research indicates.
The majority of consumers (90 percent) think that their quality of life has improved on account of Gojek. They study has found that a large chunk of consumers plan to continue using Gojek and not switch to other applications (94 percent) and recommend it to friends and relatives (96 percent).
LD FEB UI’s research followed a quantitative approach and was carried out through independent online surveys. The participants of the study were consumers who had actively used Gojek services in the past month and were a part of the Gojek database. The total number of respondents was 4,199. (INE)
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