Identifying Changing in Indonesian Values and its Impact to Indonesian Consumer Behavior

Abstract

In the past Indonesian people were taught in school or by their families several traditional values such as harmoni (harmony), toleransi (tolerance), keagamaan (religiosity), and gotong-royong (mutual as-sistance). However, these values have changed mainly because of globalization. This article ad-dresses the value changes in Indonesian people. More than 2,000 open-ended questionnaires were distributed to respondents in four big cities in Indonesia: Jakarta, Bandung, Semarang, and Surabaya. A total of 1209 usable questionnaires were used to identify Indonesian values today. The result shows that gotong royong (mutual assistance), demokrasi (democracy), agama (religion), harmoni (harmo-ny), ramah-tamah (hospitality), fanatisme keagamaan (religious fanaticism), and individualisme (indi-vidualism) are today's Indonesian values. Changing values is considered as one main factor of changing consumer behavior.