Guest lecture: conumption in Indonesia
1. Geographic and Demographic Overview
1.1 Indonesia’s Geography and Population
• Geography: Indonesia is an extensive archipelago covering 1.919.000 km 21.919.000km²,
stretching over significant distances (south to west: 5.100km; north to south: 1.800km).
• Islands and Provinces: Contains 17,504 islands and is divided into 38 provinces across three
time zones (GMT+7GMT+7, GMT+8GMT+8, GMT+9GMT+9).
• Population Statistics (2024):
• Total Population: approximately 281.6 million.
• Age structure:
• 0-14 years: 27.3%
• 15-65 years: 66.5%
• Above 65 years: 6.2%
• Gender Distribution:
• Males: 54.48%
• Females: 45.52%
1.2 Urban and Regional Distribution
• Key Regions:
• Jawa: 58.55 million people (21.67%)
• Sumatera: 151.59 million (56.10%)
• Kalimantan: 16.62 million (6.15%)
• Bali-Nusra: 14.96 million (5.54%)
, • Sulawesi: 19.89 million (7.36%)
• Maluku-Papua: 8.56 million (3.17%)
• Population Dynamics: The distribution highlights urban versus rural disparities and regional
differences in cultural and economic contexts.
2. Cultural and Social Norms
2.1 Diversity in Language and Religion
• Languages:
• Most spoken languages include Javanese, Sundanese, Madura, Musi, Bugis.
• There exist around 300 ethnic tribes and over 700 local languages.
• Promoting local values on national level is seen as respecting local wisdom and
creating a bond between brand and potential customer
• Religiosity:
• Predominantly Moslem (87%), followed by Christian denominations (10%), and 3%
encompassing other beliefs (Buddha, Hindu, Confucianism).
• Note: Religion is considered vital in marketing approaches.
• National Language: Bahasa Indonesia serves as the unifying medium.
2.2 Communication Styles and Social Etiquette
• Communication Style:
• Indirect communication, emphasizing high-context culture, politeness, and saving
face.
• Emphasis on soft voices, formal language, and non-verbal cues.
• Social Norms & Taboo:
• Valuing strong family ties, respect for elders, communal responsibility.
• Proper etiquette includes modest dress, correct use of the right hand, appropriate
eye contact, and careful food etiquette.
Example: When designing an advertisement for Indonesia, consider incorporating culturally
respectful visuals and messaging that honors local values and traditions.
1. Geographic and Demographic Overview
1.1 Indonesia’s Geography and Population
• Geography: Indonesia is an extensive archipelago covering 1.919.000 km 21.919.000km²,
stretching over significant distances (south to west: 5.100km; north to south: 1.800km).
• Islands and Provinces: Contains 17,504 islands and is divided into 38 provinces across three
time zones (GMT+7GMT+7, GMT+8GMT+8, GMT+9GMT+9).
• Population Statistics (2024):
• Total Population: approximately 281.6 million.
• Age structure:
• 0-14 years: 27.3%
• 15-65 years: 66.5%
• Above 65 years: 6.2%
• Gender Distribution:
• Males: 54.48%
• Females: 45.52%
1.2 Urban and Regional Distribution
• Key Regions:
• Jawa: 58.55 million people (21.67%)
• Sumatera: 151.59 million (56.10%)
• Kalimantan: 16.62 million (6.15%)
• Bali-Nusra: 14.96 million (5.54%)
, • Sulawesi: 19.89 million (7.36%)
• Maluku-Papua: 8.56 million (3.17%)
• Population Dynamics: The distribution highlights urban versus rural disparities and regional
differences in cultural and economic contexts.
2. Cultural and Social Norms
2.1 Diversity in Language and Religion
• Languages:
• Most spoken languages include Javanese, Sundanese, Madura, Musi, Bugis.
• There exist around 300 ethnic tribes and over 700 local languages.
• Promoting local values on national level is seen as respecting local wisdom and
creating a bond between brand and potential customer
• Religiosity:
• Predominantly Moslem (87%), followed by Christian denominations (10%), and 3%
encompassing other beliefs (Buddha, Hindu, Confucianism).
• Note: Religion is considered vital in marketing approaches.
• National Language: Bahasa Indonesia serves as the unifying medium.
2.2 Communication Styles and Social Etiquette
• Communication Style:
• Indirect communication, emphasizing high-context culture, politeness, and saving
face.
• Emphasis on soft voices, formal language, and non-verbal cues.
• Social Norms & Taboo:
• Valuing strong family ties, respect for elders, communal responsibility.
• Proper etiquette includes modest dress, correct use of the right hand, appropriate
eye contact, and careful food etiquette.
Example: When designing an advertisement for Indonesia, consider incorporating culturally
respectful visuals and messaging that honors local values and traditions.
