The consumer empowerment index in Indonesia: does socio-demographic matter?

This title has been presented on Thursday, December 14, 2023 at 11.25-11.35 GMT+7.

Abstract

This title has been presented on Thursday, December 14, 2023 at 11.25-11.35 GMT+7.

Consumer empowerment is a vital aspect that requires active participation from consumers to ensure their rights and responsibilities are utilized properly. This research aims to investigate the impact of socio-demographic factors on consumer empowerment in Indonesia. The study was conducted in 28 out of 34 Indonesian provinces, involving a sample size of 4200 respondents selected through systematic random sampling. The research variables comprised of consumer empowerment and socio-demographic characteristics such as geographic location, age, gender, employment status, education level, and income. Data was collected through face-to-face interviews using structured questionnaires. Statistical analyses performed were independent t-tests and multiple linear regression. The findings revealed that the average consumer empowerment index in Indonesia was 32.06, with rural areas having a lower index compared to urban areas, and significant differences between the two regions. The categories of complaint behavior and knowledge about laws and consumer protection organizations had the lowest indexes, while preferences for domestic products had the highest index. Only three of the six independent variables, namely geographic location, education level, and income, significantly influenced consumer empowerment. Respondents living in urban areas with higher education levels and higher incomes had a higher consumer empowerment index. These findings emphasize the need for consumers to actively own their empowerment to ensure their rights and obligations are properly utilized.