The rising trend of people visiting shopping centers without making significant purchases, popularly referred to as rojali (rombongan jarang beli/groups rarely buying) and rohana (rombongan hanya nanya/groups only asking), has become increasingly common in recent times.
According to Universitas Gadjah Mada (UGM) economist Dr. I Wayan Nuka Lantara, this phenomenon is not only occurring in Indonesia but also in other countries, resulting from weakening purchasing power and shifts in consumption patterns following the pandemic.
“Globally, purchasing power is under pressure. In Germany and Japan, I have seen similar trends. In Japan, for example, people often go window shopping without making any purchases. So, this is not just happening in Indonesia,” he explained to reporters on Friday (Aug. 22) at UGM Campus.
Dr. Lantara elaborated that in Indonesia, the phenomenon is influenced by two main factors.
The first is the rising prices of basic necessities, which trigger inflation and force households to reallocate their budgets.
“The prices of rice, meat, and even transportation have increased. As a result, non-essential spending such as clothing or lifestyle products in malls becomes a secondary priority,” he said.
Visitors often come to malls mainly for entertainment, yet they refrain from shopping, as they prefer to allocate their money to more essential needs.
The second factor is the shift in shopping behavior that followed the COVID-19 pandemic.
The habit of buying goods online has persisted due to significant price differences compared to mall retail.
“Many people now look at products directly in shopping centers but purchase them online because it is cheaper. This phenomenon is known as showrooming,” he explained.
If this condition continues, Dr. Lantara warned that the retail business could be severely affected, potentially leading to layoffs in shopping centers.
For this reason, he emphasized the need for anticipatory measures from the government, considering that the retail industry employs a significant workforce whose livelihoods depend on this sector.
“Both parties must be given attention, retail business players through tax incentives or certain stimulus programs such as organizing events in malls, and the public through inflation control to maintain purchasing power. Without these, the middle class, which has so far supported consumption, may be eroded,” he stressed.
He added that retail growth in Indonesia currently remains below the ASEAN average of six percent per year, while Indonesia is still under five percent.
This data, he argued, should be taken seriously by the government, as malls in Indonesia not only serve as shopping centers but also as public spaces for communities and as workplaces for many.
“The synergy between the government and the retail industry needs to be strengthened through dialogues or discussions with the Indonesian Retail Association so that concerns and expectations can be properly conveyed,” Dr. Lantara concluded.
Author: Bolivia Rahmawati
Editor: Gusti Grehenson
Illustration: shutterstock