Indonesia’s top brands for consumer mindshare | Analysis

Shopee has emerged as a clear winner on our list of best-loved brands by consumers in Indonesia. The Singaporean e-commerce online shopping platform beat tech giant Samsung and even local Indonesian brand GoJek to take the top spot. Shopee achieved the highest customer experience score (85.9%) and best brand score (84.1%) of all brands in the list. 


The ranking stems from Campaign’s authoritative list of Southeast Asia’s top 50 brands, recently revealed at Campaign360 in partnership with research firm Milieu Insight.


Six markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) were involved in the survey, in which recognised brands across 10 sectors were ranked using nine brand attributes, including awareness, purchase, quality, buying experience, customer service, trustworthiness, innovation, brand touchpoints (ease of use across all digital and offline brand interactions), and advocacy (degree of recommendation), to form their score.


Indonesia’s Top 50 brands by overall score



Among Indonesia’s top brands, eCommerce, electronics, and transport/delivery are prominently featured. Besides e-commerce and delivery brands, fast food giants like KFC and McDonald’s scored well in terms of buying experience, awareness, and purchase frequency. It’s also noteworthy that five of Indonesia’s top 10 brands were local brands, suggesting that consumers are keen to support homegrown brands and that local familiarity can also be a comfort factor in a customer’s overall experience. Let’s have a closer look at the top performers.


Indonesia’s top 10


1. Shopee


The Singaporean e-commerce platform scored the highest in every category in Indonesia, with 94% of people surveyed having purchased it, considerably higher than any other brand on the list. Shopee also scored the highest of any brand in the market regarding seamless brand experience across all touchpoints, a category that tends to separate the leaders from the laggards. Shopee’s overall buying experience score was also high (87%), making it a clear standout for consumers in Indonesia. 


2. Samsung 


Samsung was the overall winner in SEA, so it’s no surprise it does well here. In addition to having solid scores across the board in areas like quality, buying experience, trust, and customer service, Samsung is also ever-present across Indonesia with signage in every mall and all stores, from mom-and-pop shops to megastores. Not only does it enjoy extremely high awareness, but it also has the second-highest score on seamlessness across all touchpoints. 


3. GoJek


The ride-hailing super app gains a home market advantage in Indonesia but drops a couple of places compared to last year when it ranked first in the list of top brands for customer experience. However, GoJek still posted high scores for buying experience, customer service, and brand touchpoints, which is critical for ride-hailing and food delivery, with every transaction involving both consumer mobile and in-person service delivery touchpoints. 


4. KFC


The global fast-food giant finishes fourth overall in Indonesia, achieving the second-highest purchase score (87%), just behind Shopee. It also benefits from high awareness and buying experience scores for its ordering efficiency and fast service but scores lower in the advocacy category. 


5. J&T Express


The express delivery company was founded in Indonesia in 2015 and now spans 13 countries. It’s quickly risen to the ranks of Indonesia’s top brands, making its first appearance inside the top 10 this year in both the Indonesia list and Southeast Asia overall list. It benefits from high awareness in its home market (85%) and achieves a good customer service score. However, it noticeably underperforms in the innovation category, reaching the lowest score (39%) inside the top 10.


6. Tokopedia


The sister company to GoJek as part of the GoTo Group, Tokopedia, has been one of Indonesia’s top e-commerce platforms for years. But being a home-grown brand doesn’t make it immune from intense competition. While last year, Tokopedia’s quality ranking was higher than Shopee’s, this year, it trails the Singaporean market leader by some margin. However, Tokopedia achieved a high buying experience, customer service, and trustworthiness scores, and the Indonesian brand also beat out Lazada quite significantly, ranking higher in other SEA markets. 


7. Wardah


In a country where Muslims make up the majority of the population, Wardah has gained popularity among Indonesian women by focusing on halal beauty products. It’s a highly trusted brand, achieving the third highest score in the trustworthiness category overall (66%), and also boasts good buying experience and customer service scores. 



8. Traveloka 


The online travel service company ranked 22nd overall in Southeast Asia but scored higher in Indonesia thanks to much higher-than-average buying experience, customer service, and optimisation across touchpoints scores. Being an Indonesian brand surely doesn’t hurt, either. 


9. BCA


Indonesia’s only bank brand has rated the joint-highest brand in Indonesia for customer service overall, tying with Shopee for first position. It was also the second-highest scorer in the buying experience category and a top 10 brand in the market regarding the quality of service and trustworthiness.


10. Grab


Across Southeast Asia, Grab beats GoJek in every category but couldn’t do it in GoJek’s home market. Indonesia needed to catch up on its quality and trustworthiness scores. Still, it ranks highly among brands, as consumers rely on the super app for seamless service, payment, and transport needs. 


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