1

Background
Hari belanja nasional, or HARBOLNAS, is an annual event held on every December 12th is the awaited
event. People are dying to get the best deal during this event. This year, JAKPAT has conducted annual
research towards harbolnas.

Research Details
Data collecting & analysis Research Objectives

• Sample size: 1.105 respondents of JAKPAT

• To observe the consumers awareness and
• The survey was conducted on December 14-16,2020
knowledge of HARBOLNAS 2020
• Using a probability sampling technique
• To understand the consumers shopping pattern
• The margin of error: below 3%
when they participate in HARBOLNAS Shopping
• The survey was distributed via JAKPAT app
Festivals 2020.
• Proportioned by Indonesian internet users

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Respondent’s Gender Age range

Demographic Profile 12,2% 17,5%

15-19
Total sample: 1.105 respondents Male Female 18,2% 20-24

51,5% 48,5% 19,4% 25-29

30-34
16,0%
16,8% 35-39
40-44

Socio-economic Status (SES) Area

12,6%
25,2%
Lower 38,5% Rural area
Middle Urban
61,5%
Upper
62,2%

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 Key Takeaways
The first and experienced jobber are dominating
Harbolnas 12.12

7 out of 10 respondents Shopee is the most

accessed e-commerce Fashion and accessories are popular products in
shopped during Harbolnas
in Harbolnas 12.12 Harbolnas 12.12
12.12

Digital media is the main source in Harbolnas 1212. However, TV advertisement still has the role for the older
segment and respondents in the rural area.

Most of the respondents consider free shipping as the most exciting program from
Harbolnas 12.12

Agnez Mo and Verrel
Bramasta are the iconic
figures from Harbolnas
12.12
The digital wallet is the most preferred payment method. Meanwhile, COD is
preferred by the young and adult segments as well as people in the rural area.
7 out of 10 respondents claim to have unpleasant experiences, that they don’t get
the desired items in Harbolnas 12.12.
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 Shopping on Harbolnas 12.12
(among all respondents n= 1.105)

By total respondents Those who shop during Those who did not shop
Harbolnas during Harbolnas
Not shopping (n= 843)
(n= 262)
during 12.12
Male 51,7% 50,7%
23,7% Female 48,3% 49,3%

15-19 16,6% 20,5%

20-24 21,2%
76,3% 13,8%
25-29 17,5% 14,3%
Shopping during 12.12 30-34 16,1% 15,7%
35-39 16,7% 22,8%
40-44 12,0% 12,9%

Upper 25,6%
7 out of 10 respondents claim to shop during Harbolnas 23,9%
Middle 62,3%
1212. This event is dominated by the first and experienced 61,7%
Lower 12,1%
jobber (20-29 year old). Meanwhile, respondents who don’t 14,3%
shop is dominated by the teenage (15-19 year old) and
Urban 37,7%
adult (35-39 year old) segments. 41,2%
Rural area 62,3% 58,8%

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 The reason for not shopping during Harbolnas
(among respondents who didn’t shop during Harbolnas 12.12 n= 344)

53,2% No budget for shopping

The lack of money is the major issue on why respondents don’t shop at Harbolnas.
No items need to be Based on SES, this issue is vividly stated on the lower rather than middle and upper
29,7%
purchased segment. Meanwhile, this issue is dominated in the teenage (15-19) and adult (35-
13,7% No interested items to buy
39) segment.

9,9% The items was not available By SES Lower Middle Upper
(n= 59) (n= 207) (n= 78)
No budget for shopping 61,0% 55,6% 41,0%

No items need to be purchased 27,1% 26,6% 39,7%

23,7%
No interested items to buy 13,6% 13,0% 15,4%

The items was not available 6,8% 10,6% 10,3%

76,3%

By age range 15-19 20-24 25-29 30-34 35-39 40-44

(n= 73) (n= 46) (n= 53) (n= 58) (n= 66) (n= 48)

No budget for shopping 65,8% 56,5% 49,1% 46,6% 56,1% 39,6%

No items need to be purchased 21,9% 28,3% 37,7% 29,3% 31,8% 31,3%
No interested items to buy 9,6% 17,4% 9,4% 13,8% 19,7% 12,5%
The items was not available 5,5% 17,4% 11,3% 8,6% 10,6% 8,3%

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 Items Purchased
(among respondents who shopping during 12.12 n= 843)

By total respondents
By gender
Fashion & accs 53,6%

61,2%
55,6%

53,7%
53,5%
Electronics, gadget & accs 45,7%

29,1%

29,1%
Beauty & body care 36,9%

24,0%
22,2%

21,0%
20,4%

19,6%
19,5%

18,8%

15,2%
14,6%

14,1%
13,1%
Food & groceries 24,2%

9,3%
4,7%

2,9%
2,0%

0,9%
Health 23,1%

Personal hygienic 19,6% Female Male

Fashion & accs Electronics, gadget & accs Beauty & body care Food & groceries
Baby & kids 15,0% Health Personal hygienic Baby & kids Home & furniture
Hobbies Travel Entertainment
Home & furniture 14,3%

Hobbies 14,2%
• Fashion & accessories are the most purchased during Harbolnas.
Travel 3,7% • Based on gender, females tend to buy more fashion and beauty products, while
males are dominating electronics, gadgets, fashion, and accesories purchasing.
Entertainment 1,4%

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 Items Purchased By age range
(among respondents who shopping during 12.12 n= 843)

15-19 20-24 25-29 30-34 35-39 40-44

(n= 140) (n= 178) (n= 148) (n= 135) (n= 141) (n= 101)

Fashion & accs 59,5% 61,4% 53,2% 57,6% 46,4% 37,0%

Electronics, gadget & accs 38,7% 36,9% 50,2% 48,8% 46,8% 59,0%

Beauty & body care 37,4% 41,7% 38,4% 37,0% 39,9% 21,3%

Food & groceries 16,5% 22,2% 36,9% 27,3% 27,9% 10,7%

Health 14,2% 21,6% 27,1% 27,1% 22,1% 28,4%

Personal hygienic 13,5% 17,4% 25,5% 22,6% 24,0% 12,7%

Baby & kids 5,0% 5,6% 24,3% 28,4% 21,0% 5,3%

Home & furniture 7,9% 9,8% 20,4% 16,5% 18,2% 13,8%

Hobbies 13,2% 12,3% 14,6% 21,1% 13,4% 9,9%

Travel 2,0% 2,9% 6,4% 3,8% 6,3% 0,0%

Entertainment 2,3% 1,6% 2,8% 0,3% 1,1% 0,0%

• Most of the age segments show a high tendency in buying fashion and accessories products.
• According to the data, the beauty, body care, fashion, and accessories products are demanded by the young rather
than the adult segment.
• While the electronics/gadget product is liked by the adult segment.

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 Items Purchased
(among respondents who shopping during 12.12 n= 843)

By socio-economic status (SES) Lower Middle Upper

(n= 102) (n= 525) (n= 216)

Fashion & accs

• Based on SES, fashion, beauty, and 67,6% 51,9% 51,0%

Electronics, gadget & accs 44,2% 45,5% 47,2%

gadget are the most purchased
Beauty & body care 33,2% 35,1% 43,1%
product.
Food & groceries 14,3% 22,1% 34,0%
• Meanwhile, the upper segment
Health 17,2% 21,5% 29,9%
tends to buy hobby-related things
Personal hygienic 21,4% 16,5% 26,1%
during Harbolnas, compared to the Baby & kids 6,6% 14,6% 20,0%
other segments. Home & furniture 9,6% 14,4% 16,3%

Hobbies 9,0% 11,3% 23,5%

Travel 2,7% 2,7% 6,7%

Entertainment 2,7% 1,3% 1,1%

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 Items Purchased
(among respondents who shopping during 12.12 n= 843)

By details
Home & furniture
Fashion & accs Food & groceries
Clothes 34,1% Snacks 13,3% Home & furniture 14,3%
Fashion accessories 15,6% Instant food 11,5%
Shoes 15,5% Hobbies
Sembako 10,3% Hobbies 14,2%
Bag 12,1%
Ready to eat 8,5%
Fashion muslim 11,6% Travel
Fresh produce 7,6% Hotel/accomodation 3,1%
Watch 9,7%
Flight/train ticket 2,3%
Ready to drink 7,3%
Electronics,
Smartphone accs 33,4% Frozen food 6,7%
gadget, & Entertainment Cinema 1,4%
Electronics 16,6%
acss Health
Smartphone 9,7% Concert tickets 1,2%
Medical/non-medical equipment 18,7%
Computer/laptop accs 6,4%
Camera accs 4,0% Medicine 10,4%
Computer/laptop 2,9%
Camera 2,1% Personal Home hygiene 12,2%
hygienics
Hand sanitizer 11,6%
Beauty & Skincare 23,6%
body care Body care 17,4%
Makeup product 15,1%
Baby & Baby & kids fashion 11,0%
kids
Hair care 13,9% Baby & kids stuff 9,5%

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 Top 10 E-commerce during Harbolnas 12.12
(among respondents who shopping during 12.12 n= 843)

By total respondents Female Male

(n= 407) (n= 436)
(n= 843)

78,1% 88,6% 68,3%

34,3% 29,1% 39,1%

29,8% 26,1% 33,3%

• Both male and female
12,3% 9,7% 14,8%
respondents tend to shop
8,0% 12,2% 4,1%
through shopee on Harbolnas
6,6% 6,0% 7,3% 1212.
6,0% 6,7% 5,5% • However, the male segment also
3,6% 4,2% 3,1% has the tendency to shop on

3,4% 3,8% 3,1% other platforms besides shopee.

3,2% 4,4% 2,1%

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 Top 10 E-commerce during Harbolnas 12.12
By Socio-economic Status (SES)

Lower Middle Upper

(n= 102) (n= 525) (n= 216)

68,5% 77,9% 82,8%

36,4% 34,9% 31,7%

20,4% 27,9% 39,0%

• The three SES segments
13,2% 11,7% 13,4% purchasing through shopee
7,9% 8,1% 7,8% during Harbolans 1212.
5,2% 5,0% 11,2% • The upper class segment tends
4,1% 4,5% 10,6% to shop on Tokopedia, compared
2,7% 2,7% 6,2%
to the lower and middle segment
4,0% 2,2%
which tends to shop on Lazada.
6,1%
2,7% 2,0% 6,5%

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 Satisfaction towards E-commerce during 12.12
(among respondents who shopping during 12.12 n= 843)

By total respondents
4,90 4,87 4,85 4,84
4,78
1= not very satisfied – 5= very satisfied
4,73
4,64 4,60 4,56

4,14

Top box % 43% 39% 41% 42% 47% 38% 36% 41% 30% 22%

Top 2 boxes % 83% 78% 79% 82% 72% 68% 71% 73% 67% 53%

n 655 103 288 250 56 51 29 27 30 67

Generally, Shopee has the highest satisfaction level during Harbolnas 1212, according to respondents’ rating. This list also
followed by Bukalapak, Lazada, and Tokopedia. Bukalapak is on the second list based on satisfaction level but listed on the
fourth based on purchasing. This is that Bukalapak is also satisfying during Harbolnas 1212.
* There are no significant differences between profile segments
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 Information Source
(among respondents who shopping during 12.12 n= 843)

By total respondents
e-commerce official social media accounts 51,4%

Tv ads 41,5%

Socmed ads 40,5%

Youtube ads 38,3%

Notification on apps 33,3%

• Digital media is the main platform to access information

Article on online media 21,4% related to Harbolnas 1212.

Ads on e-commerce platform 21,0% • Taken from the data, about 51,4% of respondents
Friends/family 18,6% accessing the official platform from each e-commerce as
Socmed influencer 16,6% the main information tool.
Email Newsletter 9,5% • However, the TV advertisement still has its own role in
Ads on newspaper 8,6% spreading the information for 41,5%.
Radio ads 5,2%

Other Option 2,3%

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 Information Source
By gender
Female Male
(n= 407) (n= 436)

e-commerce official social media accounts 53,3% 49,6%

Tv ads 39,5% 43,4%
Socmed ads 38,1% 42,8%
Youtube ads 31,7% 44,4%
Notification on apps 36,5% 30,3% • Both males and females segments are accessing the
Article on online media 18,9% 23,8% official account of each e-commerce.
Ads on e-commerce platform 20,9% 21,2% • On the other side, male segment has the tendency to
Friends/family 20,0% 17,3%
be exposed by the Harbolnas information through
Socmed influencer 16,8% 16,5%
youtube ads, compared to the females segment.
Email Newsletter 8,5% 10,5%
• Meanwhile, females segment tend to pay attention to
Ads on newspaper 6,9% 10,1%
e-commerce notification on its platform to get the
Radio ads 5,1% 5,3%
Other Option 3,8% 0,9%
information related to Harbolnas 1212.

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 Information Source
By area
Rural area Urban area
(n= 525) (n= 317)

e-commerce official social media accounts 50,6% 52,7%

• Based on the area, the official
Tv ads 43,4% 38,5%
account of e-commerce is mostly
Socmed ads 37,4% 45,8%

Youtube ads
accessed by respondents in rural
36,6% 41,2%

Notification on apps 30,8% 37,4% and urban areas.

Article on online media 22,0% 20,5% • TV is accessed by more
Ads on e-commerce platform 21,0% 21,1% respondents in rural areas, while
Friends/family 15,7% 23,4%
Youtube ads or e-commerce
Socmed influencer 14,4% 20,3%
notifications are accessed by more
Email Newsletter 8,1% 12,0%

Ads on newspaper 8,1% 9,4%

respondents in urban areas.
Radio ads 4,9% 5,7%

Other Option 2,5% 2,1%

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 Top 5 Information Source
By age gender

• All age segments using the official account of e-commerce as a source of information.
• Meanwhile, TV advertisement is mostly accessed by the segment above 30 years old.

15-19 e-commerce official social media accounts 53,4% 30-34 e-commerce official social media accounts 54,7%
(n=140) Youtube ads 42,4% (n=135) Tv ads 45,7%
Notification on apps 34,1% Youtube ads 41,6%
Tv ads 31,6% Socmed ads 38,1%
Socmed ads 29,8% Notification on apps 38,0%

20-24 e-commerce official social media accounts 47,5% 35-39 e-commerce official social media accounts 57,5%
Socmed ads 43,6% Tv ads 46,8%
(n=178) (n=141)
Tv ads 42,1% Socmed ads 39,3%
Youtube ads 42,0% Notification on apps 37,3%
Notification on apps 28,9% Ads on e-commerce platform 34,7%

Socmed ads 50,8%

25-29 e-commerce official social media accounts 51,2%
40-44
Socmed ads 43,3% Tv ads 47,6%
(n=148) (n=101)
Youtube ads 38,5% e-commerce official social media accounts 42,8%
Tv ads 37,2% Notification on apps 33,0%
Notification on apps 29,9% Article on online media 30,7%

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Social media influencer
(Among respondents who got information 12.12 from social media influencers n = 319)

Agnez Mo and Verrell Bramasta are the

iconic figure of Harbolnas 1212.
*The type of question used is an open ended question. Respondents were asked to write down social media
influencers or public figures they remembered informing or advertising Harbolnas 12.12.

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 Promotional programs during 12.12
(among respondents who shopping during 12.12 n= 843)

By total respondents
• Free shipping is the most attractive program for respondents.
Free shipping 84,3%
• Based on the gender, the female segment tend to interest in free shipping
Discount 80,1% and male segment interest in cashback.
Flash Sale 67,9%

Cashback 67,7%
By gender
Shopping voucher 52,5% 90,1%
82,5% 78,7% 77,9%
Brand exclusive promo 37,6%
68,9% 65,5% 67,0% 69,9%
54,2% 51,0%
Tebus murah 30,0% 36,4% 38,8%
32,6%
27,2% 29,2% 28,1%
22,5% 21,8%
In-Apps Games 25,5%
0,1% 0,3%

Lucky draw 25,3%

Female Male
Other Option 0,2% Free shipping Discount Flash Sale Cashback
Shopping voucher Brand exclusive promo Tebus murah In-Apps Games
Lucky draw Other Option

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 Money spent during 12.12
(among respondents who shopping during 12.12 n= 843)

By total respondents Female Male

(n= ) (n= 407) (n= 436)

Average Rp 624.262,04 Average Rp 514.900,80 Average Rp 720.411,62

More than Rp 2.500.000 3,5% 3,4% 3,6%

3,0%
Rp 2.300.001 - Rp 2.500.000 1,9% 0,6% • Generally, respondents spend Rp
Rp 2.100.001 - Rp 2.300.000 0,7% 0,4% 1,0%
624.262 on Harbolnas 1212.
Rp 1.900.001 - Rp 2.100.000 1,5% 0,8% 2,1%
0,7% • Based on gender, the male segment
Rp 1.700.001 - Rp 1.900.000 0,6% 0,5%
Rp 1.500.001 - Rp 1.700.000 1,2% 1,0% 1,3% tends to spend more than the female
Rp 1.300.001 - Rp 1.500.000 2,4% 1,1% 3,6% segment. It’s because the male
Rp 1.100.001 - Rp Rp 1.300.000 3,0% 1,2% 4,5%
segment tends to buy gadgets
Rp 900.001 - Rp 1.100.000 4,1% 8,6%
6,5%
5,1%
compared to the female segment.
Rp 700.001-Rp 900.000 4,3% 3,5%
Rp 500.001-Rp 700.000 9,9% 11,3%
10,6%
28,4% 23,6%
Rp 300.001 - Rp 500.000 25,8%
45,1% 31,6%
Under Rp 300.000 37,9%

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 Money spent during 12.12
By socio-economic status

Lower Middle Upper

(n= 102) (n= 525) (n= 216)

Average Rp 479.891,92 Average Rp 611.501,82 Average Rp 720.493,12

More than Rp 2.500.000 1,7% 2,9% 5,7% • The SES difference shows the
Rp 2.300.001 - Rp 2.500.000 1,2% 2,0% 2,0%
difference in spending. The higher the
Rp 2.100.001 - Rp 2.300.000 1,2% 0,9% 0,2%
Rp 1.900.001 - Rp 2.100.000 0,5% 1,6% 1,9%
SES, the more money spent.
Rp 1.700.001 - Rp 1.900.000 0,2% 0,6% 0,8% • Meanwhile, the lower segment
Rp 1.500.001 - Rp 1.700.000 0,4% 1,5% 1,0%
averagely spends Rp 479.891, the
Rp 1.300.001 - Rp 1.500.000 1,8% 2,3% 3,1%
Rp 1.100.001 - Rp Rp 1.300.000 1,3% 2,4%
middle segment spends Rp 611.501,
5,0%
Rp 900.001 - Rp 1.100.000 3,3% 7,3% 6,4% and the upper segment spends Rp
Rp 700.001-Rp 900.000 3,6% 4,5% 4,3% 720.493.
Rp 500.001-Rp 700.000 9,8% 9,5% 13,3%
Rp 300.001 - Rp 500.000 23,8% 24,6% 29,4%
Under Rp 300.000 51,1% 40,2% 27,0%

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Money spent during 12.12
By area
Rural Urban
(n= 525) (n= 317)

Average Rp 599.484,11 Average Rp 671.077,62

More than Rp 2.500.000 3,1% 4,3%

Rp 2.300.001 - Rp 2.500.000 2,3% 1,1%
Rp 2.100.001 - Rp 2.300.000 0,4% 1,4%
Rp 1.900.001 - Rp 2.100.000 1,4% 1,7%
Rp 1.700.001 - Rp 1.900.000 0,6% 0,6% Based on the areas, respondents in the urban area
Rp 1.500.001 - Rp 1.700.000 0,7% 2,0% tend to spend more money on Harbolnas 1212
Rp 1.300.001 - Rp 1.500.000 2,3% 2,8%
Rp 1.100.001 - Rp Rp 1.300.000 2,4% 4,0%
compared to the rural area.
Rp 900.001 - Rp 1.100.000 6,6% 6,2%
Rp 700.001-Rp 900.000 4,0% 4,9%
Rp 500.001-Rp 700.000 10,3% 11,3%
Rp 300.001 - Rp 500.000 25,9% 25,7%
Under Rp 300.000 40,0% 34,1%

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 Payment method
(among respondents who shopping during 12.12 n= 843)

By total respondents • Generally, respondents tend to use a digital wallet as payment.

• COD is still being considered by 49,2% of respondents in the lower segment
Digital wallet 62,9%
compared to the middle and upper segment.
COD (cash on delivery) 42,9%
By SES
Internet/mobile banking 24,6%

75,3%
65,3%

62,5%
Via minimarket 17,0%

42,3%
38,8%

34,4%
33,9%
Transfer via ATM 13,5%

22,8%

17,7%

17,7%
17,7%

15,0%
13,6%
13,3%

11,8%

11,0%
P2P lending 8,0%

7,3%

6,6%
5,3%

4,0%

2,1%

1,5%

0,3%
0,0%
Credit card 3,5%
Lower Middle Upper
Other Option 1,0%
Digital wallet COD (cash on delivery) Internet/mobile banking
Via minimarket Transfer via ATM P2P lending
Credit card Other Option

23
Payment method
By age range

15-19 30-34 Digital wallet

Digital wallet 56,9% 66,5%
COD (cash on delivery) 55,2% COD (cash on delivery) 35,3%
Via minimarket 21,4% Internet/mobile banking 30,8%
Via minimarket
Internet/mobile banking 12,4% 16,8%
• Based on the age, digital
Transfer via ATM 7,7% Transfer via ATM 11,4%
P2P lending 6,1% P2P lending 5,7% wallet and COD is being mostly
Credit card 3,3% Credit card 1,0%
used in all segments.
20-24 Digital wallet 65,7%
35-39 Digital wallet 61,3%
COD (cash on delivery) 37,9% COD (cash on delivery) 39,6% • Interestingly, the payment
Internet/mobile banking 22,3% Internet/mobile banking 32,3%
method through Indomaret is
Via minimarket 16,8% P2P lending 11,9%
Transfer via ATM 15,1% Transfer via ATM 11,0% preferred by the young (15-19)
P2P lending 9,0% Via minimarket 10,1%
Credit card 2,2% Credit card 2,9% and adult (40-44) segments.
25-29 Digital wallet 69,0% 40-44 Digital wallet 55,0% • Meanwhile, the aged of 20-39
COD (cash on delivery) 41,0% COD (cash on delivery) 52,4%
Internet/mobile banking 32,5% Via minimarket 21,1%
years old tends to pay through
Transfer via ATM 21,0% Internet/mobile banking 15,2%
internet/mobile banking.
Via minimarket 17,3% Transfer via ATM 14,1%
P2P lending 7,8% Credit card 8,6%
Credit card 4,6% P2P lending 6,7%

24
Experience during Harbolnas 12.12
(among respondents who shopping during 12.12 n= 843)

Flash sale was failed

Respondents did not get their desired
product when the flash sale program 49,7%
happened

Harbolnas
12.12 was fine The sites / app were in trouble
Made it difficult for them to access the 44,5%
website and the mobile apps
25,7%
Poor service
The customer service of the e- 21,4%
commerce was slow in giving response
Had bad experience
74,3%
during 12.12 “Sneaky” deals
Respondents found faked discounts (the 17,4%
sellers already raise the price before they
cut it down)

• Most respondents have the unpleasant experience towards the latest Harbolnas, that they didn’t get the desired
items and the platform error.
• Meanwhile, 25,7% of respondents claim to have a pleasant experience in Harbolnas 1212.

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