DAFTAR ISI

PROFIL KONSUMEN INDONESIA 2020

BAB 1. PROFIL KONSUMEN INDONESIA ............................................................................. 1

1.1 Populasi Penduduk Indonesia 2020 - 2025 .............................................................................. 5
1.2 Populasi Rumah Tangga ......................................................................................................... 6
1.2.1 Populasi Rumah Tangga di Propinsi ............................................................................... 6
1.2.2 Populasi Rumah Tangga Kota Besar di Indonesia ........................................................... 7
1.3 Piramida Penduduk Indonesia 2019 ........................................................................................ 8
1.4 Tingkat Pendidikan Konsumen Indonesia 2019 ........................................................................ 8

BAB 2. PEKERJAAN –PENDAPATAN – STATUS SOSIAL EKONOMI –PENGELUARAN 2019 . 11

2.1 Status Sosial Ekonomi .......................................................................................................... 15
2.1.1 Profil Kelas Sosial Ekonomi Keluarga Indonesia ............................................................ 15
2.1.2 Profil Kelas Sosial Ekonomi Keluarga Di Semua Propinsi di Indonesia ............................. 16
2.1.3 Profil Kelas Sosial Ekonomi Keluarga Di Semua Ibu Kota Propinsi di Indonesia ............... 17
2.2 Pekerjaan Konsumen Indonesia ............................................................................................ 18
2.2.1 Jumlah Pekerja dan Status Pekerjaan Utama ............................................................... 18
2.2.2 Jumlah Pekerja dan Status Pekerjaan Utama per Propinsi ............................................. 19
2.2.3 Bidang Pekerjaan Konsumen Indonesia ....................................................................... 20
2.2.4 Bidang Pekerjaan Konsumen di Semua Propinsi Indonesia ............................................ 21
2.2.5 Bidang Pekerjaan Konsumen di Semua Kota Utama di Indonesia ................................... 22
2.3 Pendapatan Konsumen Indonesia ......................................................................................... 23
2.3.1 Pendapatan Bersih Sebulan yang Diterima Pekerja Bebas dan Pekerja Berusaha Sendiri . 23
2.4 Rata-rata Pendapatan Bersih Sebulan Pekerja Bebas Menurut Provinsi dan Kelompok Umur
2019 ................................................................................................................................. 24
2.5 Rata-rata Pendapatan Bersih Sebulan Pekerja Berusaha Sendiri Menurut Provinsi dan
Kelompok Umur, 2019 ......................................................................................................... 25
2.6 Proporsi Suami dan Istri Bekerja ........................................................................................... 26
2.7 Memiliki Penghasilan Tambahan ........................................................................................... 27
2.8 Asal Pendapatan Tidak Rutin ................................................................................................ 27
2.9 Pengeluaran Konsumen Indonesia ........................................................................................ 30
2.9.1 Pengeluaran Untuk Makanan....................................................................................... 30
2.9.1.1 Proporsi Pengeluaran Untuk Makanan ........................................................... 30
2.9.1.2 Rata-rata Pengeluaran Untuk Makanan Dalam Sebulan................................... 30
2.9.2 Pengeluaran Untuk Non Makanan ................................................................................ 31
2.9.2.1 Proporsi Pengeluaran Untuk Non Makanan .................................................... 31
2.9.2.2 Rata-rata Pengeluaran Untuk Non Makanan Dalam Sebulan ............................ 31

BAB 3. PROFIL RUMAH DAN FASILITASNYA ..................................................................... 33

3.1 Kepemilikan Rumah ............................................................................................................. 37
3.2 Jenis Atap Rumah yang Digunakan ....................................................................................... 38
3.3 Jenis Dinding yang Digunakan .............................................................................................. 39
3.4 Jenis Lantai yang Digunakan ................................................................................................ 40
3.5 Sumber Air Minum Keluarga ................................................................................................. 41
3.6 Pencuci Tangan yang Disediakan di Rumah ........................................................................... 42
3.7 Sumber Penerangan Rumah ................................................................................................. 43
3.8 Daya Listrik Terpasang ......................................................................................................... 44
3.9 Jenis Bahan Bakar Untuk Memasak ....................................................................................... 45

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BAB 4. PROFIL & TINGKAT KONSUMSI PRODUK KESEHATAN KONSUMEN INDONESIA .. 47
4.1 Keluhan Kesehatan Dalam Sebulan Terakhir (panas, batuk, pilek, diare, pusing dll) ................. 51
4.2 Mengobati Sendiri Penyakit yang Dikeluhkan ......................................................................... 52
4.3 Berobat Jalan untuk Menyembuhkan Penyakit yang Dikeluhkan .............................................. 53
4.4 Tempat Berobat Jalan .......................................................................................................... 54
4.5 Jaminan Kesehatan yang Digunakan Untuk Berobat Jalan ...................................................... 55
4.6 Rawat Inap untuk Menyembuhkan Penyakit yang Dikeluhkan ................................................. 56
4.7 Tempat Rawat Inap ............................................................................................................. 57
4.8 Jaminan Kesehatan yang Digunakan Untuk Rawat Inap ......................................................... 58
4.9 Pengetahuan dan Konsumsi Produk Farmasi .......................................................................... 59
4.9.1 Obat Sakit Kepala ....................................................................................................... 59
4.9.1.1 Awareness Terhadap Obat Sakit Kepala ......................................................... 59
4.9.1.2 Konsumsi Obat Sakit Kepala ......................................................................... 61
4.9.1.3 Market Share Obat Sakit Kepala .................................................................... 62
4.9.2 Obat Batuk ................................................................................................................ 64
4.9.2.1 Awareness Terhadap Obat Batuk .................................................................. 64
4.9.2.2 Konsumsi Obat Batuk ................................................................................... 66
4.9.2.3 Market Share Obat Batuk.............................................................................. 66
4.9.3 Obat Diare ................................................................................................................. 69
4.9.3.1 Awareness Terhadap Obat Diare ................................................................... 69
4.9.3.2 Konsumsi Obat Diare .................................................................................... 71
4.9.3.3 Market Share Obat Diare .............................................................................. 72
4.9.4 Obat Maag ................................................................................................................. 74
4.9.4.1 Awareness Terhadap Obat Maag ................................................................... 74
4.9.4.2 Konsumsi Obat Maag ................................................................................... 76
4.9.4.3 Market Share Obat Maag .............................................................................. 77
4.9.5 Obat Masuk Angin ...................................................................................................... 79
4.9.5.1 Awareness Terhadap Obat Masuk Angin ........................................................ 79
4.9.5.2 Konsumsi Obat Masuk Angin ......................................................................... 81
4.9.5.3 Market Share Obat Masuk Angin ................................................................... 82
4.9.6 Multivitamin ............................................................................................................... 84
4.9.6.1 Awareness Multivitamin ................................................................................ 84
4.9.6.2 Konsumsi Multivitamin .................................................................................. 86
4.9.6.3 Market Share Multivitamin ............................................................................ 87
4.9.7 Multivitamin Anak ....................................................................................................... 89
4.9.7.1 Awareness Multivitamin Anak ........................................................................ 89
4.9.7.2 Konsumsi Multivitamin Anak ......................................................................... 91
4.9.7.3 Market Share Multivitamin Anak .................................................................... 92

BAB 5. PENGGUNAAN BANK, ASURANSI DAN FINTECH .................................................... 95

5.1 Bank ................................................................................................................................. 99
5.1.1 Kepemilikan Rekening di Bank Per Propinsi .................................................................. 99
5.1.2 Kepemilikan Rekening di Bank di Semua Kota Besar Di Indonesia ............................... 100
5.1.3 Bank Utama Tempat Konsumen Melakukan Sebagian Besar Transaksinya .................... 101
5.1.4 Jenis Rekening yang Dimiliki ..................................................................................... 103
5.1.5 Waktu Kepemilikan Rekening Bank ............................................................................ 104
5.1.6 Besaran Dana Di Semua Rekening Bank .................................................................... 105
5.2 Kartu Kredit ....................................................................................................................... 107
5.2.1 Kepemilikan Kartu Kredit .......................................................................................... 107
5.2.2 Kartu Kredit yang Dimiliki ......................................................................................... 108
5.3 Bank Syariah ..................................................................................................................... 110
5.3.1 Kepemilikan Rekening di Bank Syariah ....................................................................... 110
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 5.3.2 Rekening Bank Syariah yang Dimiliki ......................................................................... 111
5.3.3 Waktu Kepemilikan Rekening Bank Syariah ................................................................ 113
5.4 Asuransi ............................................................................................................................ 114
5.4.1 Asuransi Jiwa ........................................................................................................... 114
5.4.1.1 Kepemilikan Asuransi Jiwa .......................................................................... 114
5.4.1.2 Asuransi Jiwa yang Dimiliki ......................................................................... 115
5.4.1.3 Asuransi Jiwa yang Akan Dimiliki ................................................................. 117
5.4.2 Asuransi Kesehatan .................................................................................................. 119
5.4.2.1 Kepemilikan Asuransi Kesehatan ................................................................. 119
5.4.2.2 Asuransi Kesehatan yang Dimiliki ................................................................ 120
5.4.2.3 Asuransi Kesehatan yang Akan Dimiliki ........................................................ 122
5.4.3 Asuransi Kendaraan.................................................................................................. 124
5.4.3.1 Kepemilikan Asuransi Kendaraan ................................................................. 124
5.4.3.2 Asuransi Kendaraan yang Dimiliki ................................................................ 125
5.4.3.3 Asuransi Kendaraan yang Akan Dimiliki ....................................................... 127
5.4.4 Unit Link .................................................................................................................. 129
5.4.4.1 Kepemilikan Unit Link ................................................................................. 129
5.4.4.2 Unit Link yang Dimiliki ................................................................................ 130
5.4.4.3 Unit Link yang Akan Dimiliki ........................................................................ 132
5.5 Fintech.............................................................................................................................. 134
5.5.1 Fintech Penyedia Pinjaman/Utang ............................................................................. 134
5.5.1.1 Merek Fintech Penyedia Pinjaman yang Pernah Digunakan ........................... 134
5.5.1.2 Besaran Nilai Pinjaman yang Diambil ........................................................... 136
5.5.2 Peer to Peer Lending ................................................................................................ 138
5.5.2.1 Merek Fintech Peer to Peer Landing yang Pernah Digunakan ........................ 138
5.5.2.2 Besaran Nilai Pinjaman yang Diambil ........................................................... 140
5.5.3 Fintech Crowdfunding ............................................................................................... 142
5.5.3.1 Merek Fintech Crowdfunding yang Pernah Digunakan .................................. 142
5.5.3.2 Besaran Nilai Pinjaman yang Diambil ........................................................... 144
5.5.4 Dompet Elektronik .................................................................................................... 146
5.5.4.1 Merek Dompet Elektronik yang Pernah Digunakan ....................................... 146
5.5.4.2 Nilai Transaksi dalam Sebulan Menggunakan Dompet Elektronik ................... 148
BAB 6. PROFIL TRANSPORTASI ...................................................................................... 151
6.1 Mobil ............................................................................................................................... 155
6.1.1 Mobil MPV................................................................................................................ 155
6.1.1.1 Kepemilikan Mobil MPV ............................................................................... 155
6.1.1.2 Merek Mobil MPV yang Dimiliki .................................................................... 156
6.1.1.3 Merek Mobil MPV yang Akan Dibeli .............................................................. 158
6.1.2 Mobil City Car/Hatchback .......................................................................................... 160
6.1.2.1 Kepemilikan Mobil City Car/Hatchback ......................................................... 160
6.1.2.2 Merek Mobil City Car/Hatchback yang Dimiliki .............................................. 161
6.1.2.3 Merek Mobil City Car/Hatchback yang Akan Dibeli ........................................ 163
6.2 Sepeda Motor .................................................................................................................... 165
6.2.1 Sepeda Motor Bebek Non Matic ................................................................................. 165
6.2.1.1 Kepemilikan Sepeda Motor Bebek Non-matic ............................................... 165
6.2.1.2 Merek Sepeda Motor Bebek Non-matic yang Dimiliki .................................... 166
6.2.1.3 Merek Sepeda Motor Bebek Non-matic yang Akan Dibeli .............................. 168
6.2.2 Sepeda Motor Bebek Matic ........................................................................................ 170
6.2.2.1 Kepemilikan Sepeda Motor Bebek Matic ....................................................... 170
6.2.2.2 Merek Sepeda Motor Bebek Matic yang Dimiliki ............................................ 171
6.2.2.3 Merek Sepeda Motor Bebek Matic yang Akan Dibeli ...................................... 173
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 6.2.3 Sepeda Motor Sport.................................................................................................. 175
6.2.3.1 Kepemilikan Sepeda Motor Sport ................................................................. 175
6.2.3.2 Merek Sepeda Motor Sport yang Dimiliki ...................................................... 176
6.2.3.3 Merek Sepeda Motor Sport yang Akan Dibeli ................................................ 178

BAB 7. KEPEMILIKAN KOMPUTER DAN SAMBUNGAN INTERNET ................................... 181

7.1 Komputer .......................................................................................................................... 185
7.1.1 Kepemilikan Personal Computer/Notebook/Tablet Per Propinsi .................................... 185
7.1.2 Kepemilikan Personal Computer/Notebook/Tablet Per Kota-kota Besar ........................ 186
7.2 Internet ............................................................................................................................ 187
7.2.1 Penggunaan Internet (Termasuk Facebook, Twitter & WhatsApp) dalam 3 Bulan
Terakhir Per Propinsi ................................................................................................ 187
7.2.2 Tempat Koneksi Internet .......................................................................................... 188
7.2.3 Media yang Digunakan Untuk Akses Internet ............................................................. 190
7.2.4 Jaringan Internet yang Digunakan ............................................................................. 192

BAB 8. PROFIL KEPEMILIKAN BARANG ELEKTRONIK .................................................... 195

8.1 LCD Televisi ...................................................................................................................... 199
8.1.1 Kepemilikan LCD Televisi .......................................................................................... 199
8.1.2 Merek LCD Televisi yang Dimiliki ............................................................................... 200
8.1.3 Merek LCD Televisi yang Akan Dibeli ......................................................................... 202
8.2 Perangkat Audio ................................................................................................................ 204
8.2.1 Kepemilikan Perangkat Audio .................................................................................... 204
8.2.2 Merek Perangkat Audio yang Dimiliki ......................................................................... 205
8.2.3 Merek Perangkat Audio yang Akan Dibeli ................................................................... 207
8.3 Kulkas ............................................................................................................................... 209
8.3.1 Kepemilikan Kulkas................................................................................................... 209
8.3.2 Merek Kulkas yang Dimiliki........................................................................................ 210
8.3.3 Merek Kulkas yang Akan Dibeli .................................................................................. 212
8.4 Mesin Cuci......................................................................................................................... 214
8.4.1 Kepemilikan Mesin Cuci ............................................................................................ 214
8.4.2 Merek Mesin Cuci yang Dimiliki ................................................................................. 215
8.4.3 Merek Mesin Cuci yang Akan Dibeli ........................................................................... 217
8.5 Air Conditioner (AC) ........................................................................................................... 219
8.5.1 Kepemilikan AC ........................................................................................................ 219
8.5.2 Merek AC yang Dimiliki ............................................................................................. 220
8.5.3 Merek AC yang Akan Dibeli ....................................................................................... 222
8.6 Pompa Air Listrik ............................................................................................................... 224
8.6.1 Kepemilikan Pompa Air Listrik ................................................................................... 224
8.6.2 Merek Pompa Air Listrik yang Dimiliki ........................................................................ 225
8.6.3 Merek Pompa Air Listrik yang Akan Dibeli .................................................................. 227

BAB 9. KONSUMSI MEDIA............................................................................................... 229

9.1 Koran ............................................................................................................................... 233
9.1.1 Jumlah Pembaca Koran Seminggu Terakhir ................................................................ 233
9.1.2 Koran yang Dibaca Seminggu Terakhir ...................................................................... 234
9.2 Majalah ............................................................................................................................. 236
9.2.1 Jumlah Pembaca Majalah Sebulan Terakhir ................................................................ 236
9.2.2 Majalah yang Dibaca Sebulan Terakhir ...................................................................... 237
9.3 Media Sosial ...................................................................................................................... 239
9.3.1 Kepemilikan Akun di Media Sosial .............................................................................. 239
9.3.2 Akun Media Sosial yang Dimiliki ................................................................................ 240

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BAB 10. PROFIL KONSUMSI PRODUK SEHARI-HARI ................................................ 243
10.1 Pasta Gigi.......................................................................................................................... 247
10.1.1 Penggunaan Pasta Gigi ......................................................................................... 247
10.1.2 Market Share Pasta Gigi ........................................................................................ 248
10.1.3 Merek Pasta Gigi yang Akan Dibeli ......................................................................... 250
10.2 Sabun Mandi ..................................................................................................................... 252
10.2.1 Penggunaan Sabun Mandi ..................................................................................... 252
10.2.2 Market Share Sabun Mandi ................................................................................... 253
10.2.3 Merek Sabun Mandi yang Akan Dibeli .................................................................... 255
10.3 Shampoo .......................................................................................................................... 257
10.3.1 Penggunaan Shampoo .......................................................................................... 257
10.3.2 Market Share Shampoo ......................................................................................... 258
10.3.3 Merek Shampoo yang Akan Dibeli ......................................................................... 260
10.4 Obat Kumur ...................................................................................................................... 262
10.4.1 Penggunaan Obat Kumur ...................................................................................... 262
10.4.2 Market Share Obat Kumur .................................................................................... 263
10.4.3 Merek Obat Kumur yang Akan Dibeli ..................................................................... 265
10.5 Pembalut .......................................................................................................................... 267
10.5.1 Penggunaan Pembalut .......................................................................................... 267
10.5.2 Market Share Pembalut ......................................................................................... 268
10.5.3 Merek Pembalut yang Akan Dibeli ......................................................................... 270
10.6 Pembersih Muka ................................................................................................................ 272
10.6.1 Penggunaan Pembersih Muka ............................................................................... 272
10.6.2 Market Share Pembersih Muka .............................................................................. 273
10.6.3 Merek Pembersih Muka yang Akan Dibeli ............................................................... 275
10.7 Sikat Gigi .......................................................................................................................... 277
10.7.1 Penggunaan Sikat Gigi .......................................................................................... 277
10.7.2 Market Share Sikat Gigi......................................................................................... 278
10.7.3 Merek Sikat Gigi yang Akan Dibeli ......................................................................... 280

BAB 11. PROFIL KONSUMSI PRODUK MINUMAN ...................................................................... 283

11.1 Air Minum Dalam Kemasan (AMDK) .................................................................................... 287
11.1.1 Tingkat Konsumsi AMDK ....................................................................................... 287
11.1.2 Market Share AMDK ............................................................................................. 288
11.1.3 Merek AMDK yang Akan Dibeli .............................................................................. 290
11.2 Minuman Isotonik .............................................................................................................. 292
11.2.1 Tingkat Konsumsi Minuman Isotonik ...................................................................... 292
11.2.2 Market Share Minuman Isotonik ............................................................................ 293
11.2.3 Merek Minuman Isotonik yang Akan Dibeli ............................................................. 295
11.3 Minuman Energi ................................................................................................................ 297
11.3.1 Tingkat Konsumsi Minuman Energi ........................................................................ 297
11.3.2 Market Share Minuman Energi............................................................................... 298
11.3.3 Merek Minuman Energi yang Akan Dibeli ............................................................... 300
11.4 Minuman Jus Bermerek ...................................................................................................... 302
11.4.1 Tingkat Konsumsi Minuman Jus Bermerek ............................................................. 302
11.4.2 Market Share Minuman Jus Bermerek .................................................................... 303
11.4.3 Minuman Jus Bermerek yang Akan Dibeli ............................................................... 305
11.5 Minuman Serbuk ............................................................................................................... 307
11.5.1 Tingkat Konsumsi Minuman Serbuk ....................................................................... 307
11.5.2 Market Share Minuman Serbuk .............................................................................. 308
11.5.3 Merek Minuman Serbuk yang Akan Dibeli............................................................... 310
11.6 Minuman Berkarbonasi ....................................................................................................... 312
11.6.1 Tingkat Konsumsi Minuman Berkarbonasi .............................................................. 312
11.6.2 Market Share Minuman Berkarbonasi ..................................................................... 313
11.6.3 Merek Minuman Berkarbonasi yang Akan Dibeli ...................................................... 315

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 11.7 Minuman Tidak Bersoda ..................................................................................................... 317
11.7.1 Tingkat Konsumsi Minuman Tidak Bersoda............................................................. 317
11.7.2 Market Share Minuman Tidak Bersoda ................................................................... 318
11.7.3 Merek Minuman Tidak Bersoda yang Akan Dibeli .................................................... 320
11.8 Kopi Bubuk/Instan ............................................................................................................. 322
11.8.1 Tingkat Konsumsi Kopi Bubuk/Instan ..................................................................... 322
11.8.2 Market Share Kopi Bubuk/Instan ........................................................................... 323
11.8.3 Merek Kopi Bubuk/Instan yang Akan Dibeli ............................................................ 325

BAB 12. PROFIL KONSUMSI PRODUK MAKANAN ..................................................... 327

12.1 Mie Instan ......................................................................................................................... 331
12.1.1 Tingkat Konsumsi Mie Instan ................................................................................ 331
12.1.2 Market Share Mie Instan ....................................................................................... 332
12.1.3 Merek Mie Instant yang Akan Dibeli ....................................................................... 334
12.2 Kacang Bermerek .............................................................................................................. 336
12.2.1 Tingkat Konsumsi Kacang Bermerek ...................................................................... 336
12.2.2 Market Share Kacang Bermerek ............................................................................ 337
12.2.3 Kacang Bermerek yang Akan Dibeli ....................................................................... 339
12.3 Malkist Cracker .................................................................................................................. 341
12.3.1 Tingkat Konsumsi Malkist Cracker.......................................................................... 341
12.3.2 Market Share Malkist Cracker ................................................................................ 342
12.3.3 Merek Malkist Cracker yang Akan Dibeli ................................................................. 344
12.4 Wafer Sticks ...................................................................................................................... 346
12.4.1 Tingkat Konsumsi Wafer Sticks .............................................................................. 346
12.4.2 Market Share Wafer Sticks .................................................................................... 347
12.4.3 Merek Wafer Sticks yang Akan Dibeli ..................................................................... 349
12.5 Wafer Berlapis Cokelat ....................................................................................................... 351
12.5.1 Tingkat Konsumsi Wafer Berlapis Cokelat ............................................................... 351
12.5.2 Market Share Wafer Berlapis Cokelat ..................................................................... 352
12.5.3 Merek Wafer Berlapis Cokelat yang Akan Dibeli ...................................................... 354
12.6 Nugget.............................................................................................................................. 356
12.6.1 Tingkat Konsumsi Nugget Bermerek ...................................................................... 356
12.6.2 Market Share Nugget Bermerek............................................................................. 357
12.6.3 Nugget Bermerek yang Akan Dibeli ....................................................................... 359
12.7 Sosis Bermerek .................................................................................................................. 361
12.7.1 Tingkat Konsumsi Sosis Bermerek ......................................................................... 361
12.7.2 Market Share Sosis Bermerek ................................................................................ 362
12.7.3 Sosis Bermerek yang Akan Dibeli ........................................................................... 364
12.8 Bakso Bermerek ................................................................................................................ 366
12.8.1 Tingkat Konsumsi Bakso Bermerek ........................................................................ 366
12.8.2 Market Share Bakso Bermerek .............................................................................. 367
12.8.3 Bakso Bermerek yang Akan Dibeli ......................................................................... 369
12.9 Saus Cabe/Sambal Botol .................................................................................................... 371
12.9.1 Tingkat Konsumsi Saus Cabe/Sambal Botol ............................................................ 371
12.9.2 Market Share Saus Cabe/Sambal Botol .................................................................. 372
12.9.3 Saus Cabe/Sambal Botol Bermerek yang Akan Dibeli .............................................. 374
12.10 Kecap Manis ...................................................................................................................... 376
12.10.1 Tingkat Konsumsi Kecap Manis ............................................................................ 376
12.10.2 Market Share Kecap Manis .................................................................................. 377
12.10.3 Kecap Manis Bermerek yang Akan Dibeli .............................................................. 379

BAB 13. PROFIL KONSUMSI KOSMETIKA ................................................................. 381

13.1 Krim/Lotion Pemutih Wajah ................................................................................................ 385
13.1.1 Pengguna Krim/Lotion Pemutih Wajah ................................................................... 385
13.1.2 Market Share Krim/Lotion Pemutih Wajah .............................................................. 386
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 13.1.3 Merek Krim/Lotion Pemutih Wajah yang Akan Dibeli ............................................... 388
13.2 Susu Pembersih Muka ........................................................................................................ 390
13.2.1 Pengguna Susu Pembersih Muka ........................................................................... 390
13.2.2 Market Share Susu Pembersih Muka ...................................................................... 391
13.2.3 Susu Pembersih Muka Bermerek yang Akan Dibeli .................................................. 393
13.3 Pelembab Wajah ............................................................................................................... 395
13.3.1 Pengguna Pelembab Wajah................................................................................... 395
13.3.2 Market Share Pelembab Wajah .............................................................................. 396
13.3.3 Pelembab Wajah Bermerek yang Akan Dibeli ......................................................... 398
13.4 Alas Bedak ........................................................................................................................ 400
13.4.1 Pengguna Alas Bedak ........................................................................................... 400
13.4.2 Market Share Alas Bedak ...................................................................................... 401
13.4.3 Alas Bedak Bermerek yang Akan Dibeli .................................................................. 403
13.5 Splash Cologne .................................................................................................................. 405
13.5.1 Pengguna Splash Cologne ..................................................................................... 405
13.5.2 Market Share Splash Cologne ................................................................................ 406
13.5.3 Splash Cologne Bermerek yang Akan Dibeli ............................................................ 408
13.6 Lipstik ............................................................................................................................... 410
13.6.1 Pengguna Lipstik .................................................................................................. 410
13.6.2 Market Share Lipstik ............................................................................................. 411
13.6.3 Lipstik Bermerek yang Akan Dibeli ......................................................................... 413

BAB 14. PROFIL KONSUMSI KEBUTUHAN RUMAH TANGGA ..................................... 415

14.1 Deterjen Bubuk ................................................................................................................. 419
14.1.1 Pengguna Deterjen Bubuk .................................................................................... 419
14.1.2 Market Share Deterjen Bubuk ............................................................................... 420
14.1.3 Deterjen Bubuk Bermerek yang Akan Dibeli ........................................................... 422
14.2 Minyak Goreng .................................................................................................................. 424
14.2.1 Pengguna Minyak Goreng ..................................................................................... 424
14.2.2 Market Share Minyak Goreng ................................................................................ 425
14.2.3 Minyak Goreng Bermerek yang Akan Dibeli ............................................................ 427
14.3 Perabot/Wadah Makanan & Minuman dari Plastik ................................................................ 429
14.3.1 Pengguna Perabot/Wadah Makanan & Minuman dari Plastik ................................... 429
14.3.2 Market Share Perabot/Wadah Makanan & Minuman dari Plastik .............................. 430
14.3.3 Perabot/wadah Makanan & Minuman dari Plastik yang Akan Dibeli .......................... 432

BAB 15. PROFIL KONSUMSI BAHAN BANGUNAN ...................................................... 435

15.1 Cat Tembok Eksterior......................................................................................................... 439
15.1.1 Pengguna Cat Tembok Eksterior............................................................................ 439
15.1.2 Market Share Cat Tembok Eksterior ....................................................................... 440
15.1.3 Merek Cat Tembok Eksterior yang Akan Dibeli ........................................................ 442
15.2 Cat Tembok Interior .......................................................................................................... 444
15.2.1 Pengguna Cat Tembok Interior ............................................................................. 444
15.2.2 Market Share Cat Tembok Interior ......................................................................... 445
15.2.3 Merek Cat Tembok Interior yang Akan Dibeli.......................................................... 447
15.3 Cat Pelapis Anti Bocor ........................................................................................................ 449
15.3.1 Pengguna Cat Pelapis Anti Bocor ........................................................................... 449
15.3.2 Market Share Cat Pelapis Anti Bocor ...................................................................... 450
15.3.3 Merek Cat Pelapis Anti Bocor yang Akan Dibeli ....................................................... 452
15.4 Keramik ............................................................................................................................ 454
15.4.1 Pengguna Keramik ............................................................................................... 454
15.4.2 Market Share Keramik .......................................................................................... 455
15.4.3 Keramik Bermerek yang Akan Dibeli ...................................................................... 457
15.5 Semen .............................................................................................................................. 459
15.5.1 Pengguna Semen ................................................................................................. 459
Profil Konsumen Indonesia 2020 | vii
 15.5.2 Market Share Semen ............................................................................................ 460
15.5.3 Semen yang Akan Dibeli ....................................................................................... 462

BAB 16. PROFIL KONSUMEN BEBERAPA KOTA BESAR DI INDONESIA 2019 ............ 465
16.1 Sumatera .......................................................................................................................... 469
16.1.1 Medan ................................................................................................................. 469
16.1.1.1 Piramida Penduduk Kota Medan .................................................................. 469
16.1.1.2 Profil Pekerjaan Dan Pendapatan ................................................................ 469
16.1.1.3 Konsumen Kota Medan Berdasarkan SES ..................................................... 471
16.1.1.4 Profil Kesehatan ......................................................................................... 471
16.1.2 Palembang ........................................................................................................... 473
16.1.2.1 Piramida Penduduk Kota Palembang ........................................................... 473
16.1.2.2 Profil Pekerjaan Dan Pendapatan ................................................................ 473
16.1.2.3 Konsumen Kota Palembang Berdasarkan SES .............................................. 475
16.1.2.4 Profil Kesehatan ......................................................................................... 475
16.1.3 Pekanbaru ........................................................................................................... 477
16.1.3.1 Piramida Penduduk Kota Pekanbaru ............................................................ 477
16.1.3.2 Profil Pekerjaan Dan Pendapatan ................................................................ 477
16.1.3.3 Konsumen Kota Pekanbaru Berdasarkan SES ............................................... 479
16.1.3.4 Profil Kesehatan ......................................................................................... 479
16.1.4 Batam ................................................................................................................. 481
16.1.4.1 Piramida Penduduk Kota Batam .................................................................. 481
16.1.4.2 Profil Pekerjaan Dan Pendapatan ................................................................ 481
16.1.4.3 Konsumen Kota Batam Berdasarkan SES ..................................................... 483
16.1.4.4 Profil Kesehatan ......................................................................................... 483
16.1.5 Bandar Lampung .................................................................................................. 485
16.1.5.1 Piramida Penduduk Kota Bandar Lampung ................................................... 485
16.1.5.2 Profil Pekerjaan dan Pendapatan ................................................................. 485
16.1.5.3 Konsumen Kota Bandar Lampung Berdasarkan SES ...................................... 487
16.1.5.4 Profil Kesehatan ......................................................................................... 487
16.2 Jawa ............................................................................................................................... 489
16.2.1 Jakarta ................................................................................................................ 489
16.2.1.1 Piramida Penduduk Kota Jakarta ................................................................. 489
16.2.1.2 Profil Pekerjaan Dan Pendapatan ................................................................ 489
16.2.1.3 Konsumen Kota Jakarta Berdasarkan SES .................................................... 491
16.2.1.4 Profil Kesehatan ......................................................................................... 491
16.2.2 Jabodetabek ........................................................................................................ 493
16.2.2.1 Piramida Penduduk Kota Jabodetabek ......................................................... 493
16.2.2.2 Profil Pekerjaan Dan Pendapatan ................................................................ 493
16.2.2.3 Konsumen Jabodetabek Berdasarkan SES .................................................... 494
16.2.2.4 Profil Kesehatan ......................................................................................... 495
16.2.3 Bandung .............................................................................................................. 497
16.2.3.1 Piramida Penduduk Kota Bandung ............................................................... 497
16.2.3.2 Profil Pekerjaan Dan Pendapatan ................................................................ 497
16.2.3.3 Konsumen Kota Bandung Berdasarkan SES .................................................. 499
16.2.3.4 Profil Kesehatan ......................................................................................... 499
16.2.4 Tasikmalaya ......................................................................................................... 501
16.2.4.1 Piramida Penduduk Kota Tasikmalaya ......................................................... 501
16.2.4.2 Profil Pekerjaan Dan Pendapatan ................................................................ 501
16.2.4.3 Konsumen Kota Tasikmalaya Berdasarkan SES ............................................ 503

Profil Konsumen Indonesia 2020 | viii

 16.2.4.4 Profil Kesehatan ......................................................................................... 503
16.2.5 Cirebon ................................................................................................................ 505
16.2.5.1 Piramida Penduduk Kota Cirebon ................................................................ 505
16.2.5.2 Profil Pekerjaan Dan Pendapatan ................................................................ 505
16.2.5.3 Konsumen Kota Cirebon Berdasarkan SES ................................................... 506
16.2.5.4 Profil Kesehatan ......................................................................................... 507
16.2.6 Semarang ............................................................................................................ 509
16.2.6.1 Piramida Penduduk Kota Semarang ............................................................. 509
16.2.6.2 Profil Pekerjaan Dan Pendapatan ................................................................ 509
16.2.6.3 Konsumen Kota Semarang Berdasarkan SES ................................................ 511
16.2.6.4 Profil Kesehatan ......................................................................................... 511
16.2.7 Solo ..................................................................................................................... 513
16.2.7.1 Piramida Penduduk Kota Solo ..................................................................... 513
16.2.7.2 Profil Pekerjaan Dan Pendapatan ................................................................ 513
16.2.7.3 Konsumen Kota Solo Berdasarkan SES ........................................................ 515
16.2.7.4 Profil Kesehatan ......................................................................................... 515
16.2.8 Surabaya ............................................................................................................. 517
16.2.8.1 Piramida Penduduk Kota Surabaya .............................................................. 517
16.2.8.2 Profil Pekerjaan Dan Pendapatan ................................................................ 517
16.2.8.3 Konsumen Kota Surabaya Berdasarkan SES ................................................. 519
16.2.8.4 Profil Kesehatan ......................................................................................... 519
16.2.9 Malang ................................................................................................................ 521
16.2.9.1 Piramida Penduduk Kota Malang ................................................................. 521
16.2.9.2 Profil Pekerjaan Dan Pendapatan ................................................................ 521
16.2.9.3 Konsumen Kota Malang Berdasarkan SES .................................................... 523
16.2.9.4 Profil Kesehatan ......................................................................................... 523
16.3 Bali & Nusa Tenggara ........................................................................................................ 525
16.3.2 Denpasar ............................................................................................................. 525
16.3.2.1 Piramida Penduduk Kota Denpasar .............................................................. 525
16.3.2.2 Profil Pekerjaan dan Pendapatan ................................................................. 525
16.3.2.3 Konsumen Kota Denpasar Berdasarkan SES ................................................. 526
16.3.2.4 Profil Kesehatan ......................................................................................... 527
16.3.3 Mataram .............................................................................................................. 529
16.3.3.1 Piramida Penduduk Kota Mataram ............................................................... 529
16.3.3.2 Profil Pekerjaan dan Pendapatan ................................................................. 529
16.3.3.3 Konsumen Kota Mataram Berdasarkan SES .................................................. 531
16.3.3.4 Profil Kesehatan ......................................................................................... 531
16.3.4 Kupang ................................................................................................................ 533
16.3.4.1 Piramida Penduduk Kota Kupang ................................................................ 533
16.3.4.2 Profil Pekerjaan dan Pendapatan ................................................................. 533
16.3.4.3 Konsumen Kota Kupang Berdasarkan SES ................................................... 535
16.3.4.4 Profil Kesehatan ......................................................................................... 535
16.4 Kalimantan ........................................................................................................................ 537
16.4.1 Banjarmasin ......................................................................................................... 537
16.4.1.1 Piramida Penduduk Kota Banjarmasin ......................................................... 537
16.4.1.2 Profil Pekerjaan dan Pendapatan ................................................................. 537
16.4.1.3 Konsumen Kota Banjarmasin Berdasarkan SES ............................................ 539
16.4.1.4 Profil Kesehatan ......................................................................................... 539
16.4.2 Pontianak ............................................................................................................ 541
16.4.2.1 Piramida Penduduk Kota Pontianak ............................................................. 541

Profil Konsumen Indonesia 2020 | ix

 16.4.2.2 Profil Pekerjaan dan Pendapatan ................................................................. 541
16.4.2.3 Konsumen Kota Pontianak Berdasarkan SES ................................................ 542
16.4.2.4 Profil Kesehatan ......................................................................................... 543
16.4.3 Balikpapan ........................................................................................................... 545
16.4.3.1 Piramida Penduduk Kota Balikpapan ............................................................ 545
16.4.3.2 Profil Pekerjaan dan Pendapatan ................................................................. 545
16.4.3.3 Konsumen Kota Balikpapan Berdasarkan SES ............................................... 547
16.4.3.4 Profil Kesehatan ......................................................................................... 547
16.5 Indonesia Timur ................................................................................................................ 549
16.5.1 Makassar ............................................................................................................. 549
16.5.1.1 Piramida Penduduk Kota Makassar .............................................................. 549
16.5.1.2 Profil Pekerjaan dan Pendapatan ................................................................. 549
16.5.1.3 Konsumen Kota Makassar Berdasarkan SES ................................................. 550
16.5.1.4 Profil Kesehatan ......................................................................................... 551
16.5.2 Manado ............................................................................................................... 553
16.5.2.1 Piramida Penduduk Kota Manado ................................................................ 553
16.5.2.2 Profil Pekerjaan dan Pendapatan ................................................................. 553
16.5.2.3 Konsumen Kota Manado Berdasarkan SES ................................................... 555
16.5.2.4 Profil Kesehatan ......................................................................................... 555
16.5.3 Ambon................................................................................................................. 557
16.5.3.1 Piramida Penduduk Kota Ambon ................................................................. 557
16.5.3.2 Profil Pekerjaan dan Pendapatan ................................................................. 557
16.5.3.3 Konsumen Kota Ambon Berdasarkan SES .................................................... 559
16.5.3.4 Profil Kesehatan ......................................................................................... 559
16.5.4 Jayapura .............................................................................................................. 561
16.5.4.1 Piramida Penduduk Kota Jayapura .............................................................. 561
16.5.4.2 Profil Pekerjaan dan Pendapatan ................................................................. 561
16.5.4.3 Konsumen Kota Jayapura Berdasarkan SES ................................................. 562
16.5.4.4 Profil Kesehatan ......................................................................................... 563

Profil Konsumen Indonesia 2020 | x

BAB 1. PROFIL KONSUMEN
INDONESIA

Profil Konsumen Indonesia 2020 | 1

BAB 1.
PROFIL
KONSUMEN
INDONESIA
1.1 Populasi Penduduk
1.2 Populasi Rumah Tangga
1.3 Piramida Penduduk Indonesia
1.4 Tingkat Pendidikan
Konsumen Indonesia
© TALENTA DATA INDONESIA 2020

Profil Konsumen Indonesia 2020 | 3

1.1 Populasi Penduduk Indonesia 2020 - 2025
Grafik-1. Pertumbuhan Populasi Konsumen Indonesia 2020-2025 (dalam ribuan)

284,829.0

282,246.6

279,577.4

276,822.3

273,984.4

271,066.4

2020 2021 2022 2023 2024 2025

Sumber: Badan Pusat Statistika diolah TDI

www.tdata.id

Tabel-1. Populasi Penduduk Indonesia 2020-2023 Menurut Usia (dalam ribuan)

Usia 2020 2021 2022 2023

0-4 23475,8 23339,5 23193,8 23039,8

5-9 23955,6 23853,0 23743,7 23627,7
10-14 23278,6 23508,2 23683,3 23828,4
15-19 22396,2 22512,4 22649,0 22814,8
20-24 21989,0 22055,4 22108,1 22138,9
25-29 21324,4 21446,2 21581,2 21701,4
30-34 20677,5 20779,5 20891,1 20994,9
35-39 20285,0 20335,1 20348,8 20369,3
40-44 19595,4 19716,7 19853,2 19963,0
45-49 17982,6 18294,2 18567,1 18826,3
50-54 15830,3 16213,7 16578,1 16919,4
55-59 13188,3 13588,3 13997,6 14408,0
60-64 10248,6 10707,3 11130,1 11531,5
65-69 7130,0 7532,5 7963,0 8402,6
70-74 4588,5 4807,5 5058,5 5340,9
75+ 5120,6 5294,9 5475,7 5670,5
Total 271.066,4 273.984,4 276.822,3 279.577,4
Sumber: Badan Pusat Statistika diolah TDI
www.tdata.id

Profil Konsumen Indonesia 2020 | 5

1.2 Populasi Rumah Tangga
1.2.1 Populasi Rumah Tangga di Propinsi
Grafik-2. Jumlah Keluarga (KK) di Indonesia, 2019

Aceh 1.627.727
Sumatera Utara 4.412.879
Sumatera Barat 1.648.848
Riau 2.112.636
Jambi 1.098.364
Sumatera Selatan 2.566.879
Bengkulu 603.576
Lampung 2.559.909
Bangka Belitung 451.152
Kepri 663.545
DKI Jakarta 3.199.333
Jawa Barat 14.944.455
Jawa Tengah 10.520.667
DI Yogyakarta 1.164.515
Jawa Timur 12.029.970
Banten 3.917.364
Bali 1.314.212
Nusa Tenggara Barat 1.536.485
Nusa Tenggara Timur 1.653.394
Kalimantan Barat 1.536.091
Kalimantan Tengah 822.697
Kalimantan Selatan 1.286.091
Kalimantan Timur 1.352.606
Kalimantan Utara 210.776
Sulawesi Utara 759.697
Sulawesi Tengah 925.455
Sulawesi Selatan 2.682.182
Sulawesi Tenggara 819.606
Gorontalo 364.424
Sulawesi Barat 418.273
Maluku 546.333
Maluku Utara 380.545
Papua Barat 290.788
Papua 1.024.030

Total Indonesia : 81.445.504 Rumah Tangga

Sumber: Badan Pusat Statistika diolah TDI
www.tdata.id

Profil Konsumen Indonesia 2020 | 6

1.2.2 Populasi Rumah Tangga Kota Besar di Indonesia
Grafik-3. Jumlah Keluarga (KK) Kota-kota Besar di Indonesia, 2019

Banda Aceh 63.256

Medan 544.956
Padang 214.787
Pekan Baru 222.867
Jambi 144.213
Palembang 383.996
Bengkulu 87.905
Bandar Lampung 220.972
Pangkal Pinang 55.637
Tanjung Pinang 302.082
DKI Jakarta 3.199.333
Bandung 621.537
Semarang 439.780
Yogjakarta 140.495
Surabaya 885.945
Serang 144.213
Denpasar 248.532
Mataram 108.041
Kupang 86.695
Pontianak 147.881
Palangkaraya 68.859
Banjarmasin 190.631
Balikpapan 152.052
Tanjung Selor 161.827
Manado 114.018
Palu 88.600
Makassar 360.301
Kendari 73.996
Gorontalo 51.017
Mamuju 38.424
Ambon 79.773
Ternate 49.198
Sorong 46.140
Jayapura 60.994
Sumber: Badan Pusat Statistika diolah TDI
www.tdata.id

Profil Konsumen Indonesia 2020 | 7

1.3 Piramida Penduduk Indonesia 2019
Grafik-4. Piramida Penduduk Indonesia, 2019 (dalam ribuan)

PRIA WANITA

2,080.6 75 + 2,886.4
2,027.6 70 - 74 2,357.3
3,337.5 65 - 69 3,394.3
4,895.1 60 - 64 4,923.1
6,314.8 55 - 59 6,435.0
7,699.1 50 - 54 7,739.0
8,876.5 45 - 49 8,817.8

9,679.1 40 - 44 9,687.6

10,058.2 35 - 39 10,207.6
10,320.4 30 - 34 10,261.8
10,690.9 25 - 29 10,537.1
11,167.6 20 - 24 10,750.0
11,406.2 15 - 19 10,888.0
11,824.7 10 - 14 11,232.4

12,234.6 5-9 11,739.4

12,044.8 0-4 11,560.1

Sumber: Badan Pusat Statistika diolah TDI

www.tdata.id

1.4 Tingkat Pendidikan Konsumen Indonesia 2019

Grafik-5. Tingkat Pendidikan Konsumen Indonesia, 2019 (%)

Tidak punya ijazah SD 28,0%

SD/Sederajat 25,8%
SMP/Sederajat 17,4%
SMA/Sederajat 21,1%
D1-D3 1,9%
S1 5,4%
S2/S3 0,4%
Sumber: Badan Pusat Statistika diolah TDI
www.tdata.id

Profil Konsumen Indonesia 2020 | 8

Tabel-2. Tingkat Pendidikan Konsumen Indonesia Per Propinsi, 2019 (%)
Tidak punya SD/ SMP/ SMA/
D1-D3 S1 S2/S3
ijazah SD Sederajat Sederajat Sederajat
ACEH 25,9 22,7 17,6 23,4 2,9 6,9 0,5
SUMATERA UTARA 27,6 21,7 19,1 24,5 1,8 5,1 0,2
SUMATERA BARAT 32,0 20,2 17,0 21,5 2,5 6,3 0,4
RIAU 27,1 24,6 17,6 23,3 1,9 5,4 0,2
JAMBI 26,9 26,4 18,2 21,3 2,0 4,9 0,2
SUMATERA SELATAN 28,9 28,3 16,8 20,1 1,6 4,0 0,3
BENGKULU 27,7 25,1 18,0 20,8 1,8 6,2 0,4
LAMPUNG 28,9 26,8 20,6 18,2 1,4 3,7 0,3
KEPULAUAN BANGKA BELITUNG 30,8 25,6 17,2 20,0 2,1 4,2 0,2
KEPULAUAN RIAU 26,0 21,3 16,5 27,8 2,2 6,0 0,3
DKI JAKARTA 14,4 14,8 19,8 36,6 3,8 9,7 0,9
JAWA BARAT 23,3 30,8 18,2 20,9 2,0 4,4 0,5
JAWA TENGAH 25,8 29,2 19,7 18,8 1,9 4,3 0,3
DI YOGYAKARTA 21,3 18,8 16,7 31,2 3,5 7,6 0,8
JAWA TIMUR 25,7 28,2 18,3 21,0 1,5 4,9 0,4
BANTEN 24,3 26,2 17,1 23,8 1,9 6,0 0,7
BALI 23,3 24,3 15,4 26,6 3,2 6,6 0,5
NUSA TENGGARA BARAT 33,0 21,9 16,4 20,0 1,5 6,8 0,3
NUSA TENGGARA TIMUR 38,1 29,7 12,5 13,3 1,4 4,8 0,2
KALIMANTAN BARAT 34,9 26,7 16,3 16,6 1,6 3,6 0,3
KALIMANTAN TENGAH 26,2 29,6 17,9 18,9 1,7 5,3 0,3
KALIMANTAN SELATAN 29,5 27,0 17,0 18,8 1,7 5,5 0,4
KALIMANTAN TIMUR 25,1 22,1 17,3 26,3 2,4 6,1 0,6
KALIMANTAN UTARA 26,3 24,0 17,7 22,2 2,5 6,7 0,6
SULAWESI UTARA 27,1 22,2 17,5 25,0 1,8 6,0 0,5
SULAWESI TENGAH 26,3 31,4 16,4 18,5 1,6 5,4 0,4
SULAWESI SELATAN 30,6 24,9 16,1 19,3 1,6 6,9 0,6
SULAWESI TENGGARA 29,8 23,6 16,7 20,7 1,9 6,8 0,5
GORONTALO 37,1 26,3 13,1 17,1 1,3 4,7 0,4
SULAWESI BARAT 34,6 27,8 15,5 14,8 1,6 5,4 0,4
MALUKU 27,9 24,6 16,6 22,5 1,8 6,3 0,3
MALUKU UTARA 30,4 25,9 15,6 20,1 1,8 6,0 0,3
PAPUA BARAT 30,1 21,8 15,5 21,7 2,3 8,1 0,5
PAPUA 34,2 24,8 14,9 19,0 1,6 5,3 0,3
Sumber: Badan Pusat Statistika diolah TDI
www.tdata.id

Profil Konsumen Indonesia 2020 | 9

Profil Konsumen Indonesia 2020 | 10