Every day, your customers are making unconscious decisions influenced by what they hear and smell in your store—long before they consciously decide whether to buy. In Indonesia’s evolving retail landscape where 78% of consumers prefer checking products before purchase and 47% derive enjoyment from physical shopping experiences [93], brick-and-mortar stores possess a powerful advantage over e-commerce: the ability to engage multiple senses simultaneously. Sensory marketing, particularly through strategic audio and aroma implementation, transforms ordinary retail spaces into memorable environments that drive customer behavior and boost sales.
Research shows that 90% of shoppers are more likely to revisit stores where music, visuals, and scent create enjoyable atmospheres [81], while pleasant scents can increase sales by up to 40% [97]. For Indonesian small business owners competing against both traditional markets and digital platforms, understanding and implementing sensory marketing isn’t optional—it’s essential for survival and growth.
Understanding Sensory Marketing’s Neurological Foundation
Sensory marketing strategically engages multiple senses to create memorable experiences influencing purchasing decisions [82]. Unlike traditional marketing relying solely on visual stimuli, sensory approaches tap into deeper psychological and neurological pathways driving emotional responses and unconscious decision-making. This distinction matters because approximately 95% of purchasing decisions happen subconsciously, driven by feelings and associations rather than rational analysis.
The science behind sensory marketing reveals why it delivers such powerful results. Scent directly connects to the limbic system—the brain’s emotional and memory center—bypassing cognitive processing that visual or auditory stimuli require [82]. This direct pathway means scents trigger emotional responses and memories near-instantaneously and usually unconsciously, creating immediate brand associations. Similarly, audio engages emotional centers while affecting perceived time, mood, and even physical movement patterns within retail spaces. When customers feel good emotionally, they stay longer, browse more extensively, and demonstrate reduced resistance to purchasing decisions.
Understanding these neurological foundations helps Indonesian retailers appreciate why sensory marketing succeeds where traditional approaches struggle. The global scent marketing market, valued at USD 3.6 billion in 2024 and projected to reach USD 6.4 billion by 2033 [92], reflects growing recognition of sensory marketing’s proven effectiveness. For small retailers, this growth signals opportunity: implementing sensory strategies positions your business alongside innovative industry leaders while addressing authentic consumer preferences for engaging, memorable shopping experiences.
The Audio Advantage: Strategic Sound That Drives Sales
Music represents one of the most accessible yet powerful sensory marketing tools available to Indonesian small retailers. Strategic audio implementation extends far beyond simply playing background music—it involves creating curated sound environments aligning with brand identity while measurably influencing customer behavior and purchase decisions.
Creating Atmospheric Foundation—Complete silence in retail spaces creates depressing, uncomfortable environments driving customers away quickly [87]. Conversely, excessively loud music causes disturbance feelings and premature departures. The optimal approach uses subtle background music that makes shopping pleasant—breaking oppressive silence without distracting from products, information, or conversations [87]. This foundation creates psychological comfort increasing dwell time and reducing purchase resistance. Brands investing in sensory marketing see average sales increases of 15% [83], with audio playing a central role in these improvements.
Tempo and Energy Management—Music tempo directly affects customer movement speed and browsing behavior [86]. Upbeat, faster-tempo music in high-traffic areas encourages quicker browsing and creates energy, while slower tunes in seating or checkout zones help customers relax and feel comfortable spending time in your store [86]. This zoning strategy allows retailers to tailor experiences to specific store sections and customer demographics, guiding flow while creating distinct experiential areas keeping shopping interesting. For Indonesian retailers, this might mean energetic dangdut or pop music near entrances creating welcoming energy, transitioning to calmer instrumental music in browsing areas.
Mood Setting for Purchase Readiness—Emotional states significantly impact purchasing behavior. When customers feel good, they stay longer and spend more freely [86]. Relaxing music in boutiques creates calm environments conducive to thoughtful purchase consideration, while high-energy tracks in stores targeting younger demographics generate excitement encouraging impulse buying [86]. The key involves matching musical mood to your brand identity and target customer preferences, creating emotional states that lower psychological barriers to purchasing. Indonesian consumers, who value shopping experiences and spend 58% extra for special moments [91], particularly respond well to thoughtfully curated audio environments enhancing their emotional connection to your store.
Dynamic Audio Announcements—Beyond ambient music, dynamic audio announcements grab attention and promote specific products, special offers, or limited-time deals [86]. These custom messages engage customers and influence real-time purchasing decisions by creating awareness or serving as purchasing reminders. The combination of pleasant background music with strategic announcements maximizes audio marketing effectiveness without feeling intrusive or overly commercial. For Indonesian retailers during cultural celebrations like Ramadan or Chinese New Year, themed announcements in appropriate languages (Indonesian, regional dialects, or Mandarin) create cultural resonance strengthening customer connections.
Seasonal and Cultural Alignment—Aligning soundscapes with marketing campaigns and seasonal moments creates cohesive, immersive experiences [86]. Holiday music evokes joy and nostalgia leading to longer shopping times, while summer tunes bring back pleasant memories of fun activities [86]. For Indonesian retailers, this means incorporating music reflecting cultural celebrations—religious music during Ramadan, festive Chinese New Year songs, patriotic music during Independence Day celebrations, and regional traditional music creating local authenticity. This cultural alignment creates emotional resonance that strengthens customer connections during high-value shopping periods when Indonesian consumers significantly increase spending.
Scent Marketing: The Invisible Influence Driving Revenue
If audio marketing represents the most accessible sensory tool, scent marketing offers the most powerful—yet it remains underutilized by small retailers who mistakenly view it as exclusive to luxury brands or large chains. The reality is strategic scent implementation can be surprisingly affordable while delivering remarkable returns.
The Neurological Scent Advantage—Scent ranks among the strongest sensory marketing weapons because it bypasses cognitive processing, directly triggering emotional and memory responses [82]. This direct pathway to the limbic system means scents influence mood, perception, and behavior more immediately than visual or audio stimuli. Pleasant ambient scents create positive emotional feelings, enhance product perception, and boost time spent in stores [82]. These effects occur largely unconsciously, making scent marketing particularly effective at influencing behavior without customers realizing they’re being influenced—a critical advantage when Indonesian consumers show increasing selectivity and experimentation with brands [91].
Measurable Business Impact—Numbers demonstrate scent marketing’s effectiveness. ScentAir clients report 20% increases in customer satisfaction scores and 11% daily increases in retail store sales after adopting scent marketing strategies [81]. Research conducted by the Smell & Taste Treatment and Research Foundation found that adding pleasant scents can increase sales by up to 40% [97]. For Indonesian small retailers operating on tight margins where consumers prioritize affordable prices [99], an 11-40% daily sales increase translates to dramatically improved profitability and business sustainability. Stores incorporating scent marketing can extend shopper dwell time by at least 15 minutes [96], giving retailers longer windows to influence buying decisions.
Simple Scents Outperform Complex Blends—Research at Washington State University revealed that simple scents prove more effective than complex blends [91]. Simple scents like citrus and pine don’t require much mental processing from shoppers, freeing their brains to conjure images associated with these fresh scents [91]. The study showed that 100 consumers who shopped with simple scent in the air spent an average of 20% more [91]. This finding is crucial for Indonesian small retailers: you don’t need expensive, sophisticated scent systems or complex custom fragrances. Simple, pleasant scents strategically implemented deliver powerful results without requiring major investments.
Creating Emotional Connections—Different scents trigger distinct emotional responses. Lavender, basil, cinnamon, and citrus aromas create relaxation [91], while peppermint, thyme, and rosemary prove invigorating [91]. Ginger, cardamom, licorice, and chocolate tend to stir romantic feelings, while rose promotes positivity and happiness [91]. For Indonesian retailers, understanding these associations allows strategic scent selection matching your products and desired customer emotions. A spa or wellness store might use lavender creating calm, a sports retailer could use peppermint for invigoration, while a gift shop might use chocolate or vanilla creating warmth and happiness.
Signature Scent Identity—Beyond general ambient scenting, developing signature scents creates unique brand recognition and memory associations [81]. Walking into a bakery greeted by fresh bread aroma or entering a luxury hotel enveloped in subtle fragrance creates immediate emotional connections becoming part of brand identity [81]. For Indonesian retailers, developing signature scents doesn’t require expensive consulting. Simple combinations of culturally familiar and pleasant aromas—pandan, coconut, tropical florals, or subtle incense—can create memorable associations bringing customers back. Research shows people are 100 times more likely to remember something they smell than see, hear, or touch [97], making scent marketing extraordinarily powerful for building lasting brand recall.
Intent to Purchase Impact—Studies demonstrate scent’s direct influence on purchase intentions. Neurologist Alan Hirsch’s research showed that floral scent presence increased Nike customers’ intent to purchase by up to 84% compared to control groups [91]. Another study found consumers would pay 10% more for shoes when presented in scented rooms [97]. These findings reveal that appropriate scents don’t just create pleasant environments—they directly influence willingness to purchase and even price perception. For Indonesian consumers who increasingly seek value and compare prices carefully [99], the psychological impact of pleasant scents can reduce price sensitivity and increase perceived product value.
Practical Implementation Strategies for Indonesian Retailers
Understanding sensory marketing theory is valuable, but implementation determines success. Here are actionable strategies Indonesian small business owners can implement immediately without requiring massive investments.
Start with Brand-Aligned Audio Strategy—Before selecting specific music or scents, clearly define your brand identity and target customer [83]. Are you upscale and sophisticated, young and energetic, traditional and comforting, or modern and innovative? Your sensory choices should reinforce this identity. Create playlists reflecting your brand personality, considering tempo, genre, and cultural appropriateness for Indonesian markets. Many streaming services offer business-specific plans with curated playlists designed for retail environments, making professional audio marketing accessible even for small budgets. Services like Spotify Business or local Indonesian alternatives provide affordable access to legally licensed music eliminating copyright concerns.
Implement Audio Zoning—Even small stores benefit from audio zoning concepts [86]. If your store has distinct sections, vary music subtly between them—slightly more upbeat near entrances to create energy, calmer near fitting rooms or consultation areas. This doesn’t require complex systems; simple smartphone-controlled speakers in different zones achieve this effect. The goal is guiding customer experience and behavior through strategic audio variation. For Indonesian retailers, consider incorporating regional music variations reflecting your location—Sundanese music in West Java stores, Javanese gamelan in Central Java, or Balinese music in Bali—creating local authenticity resonating with community pride.
Test Scent Options Carefully—Begin scent marketing conservatively. Choose one simple, pleasant scent aligning with your merchandise and brand. Place subtle diffusers in strategic locations—near entrances creating first impressions, in fitting rooms where customers spend focused time, or near featured product displays. Monitor customer reactions and sales data to assess impact before expanding or modifying your scent strategy. Remember that scent should enhance, not overpower—Indonesia’s tropical climate means you need less scent intensity than temperate regions where air feels drier. Natural options like fresh flowers, subtle incense (being mindful of cultural sensitivities), or simple essential oil diffusers with familiar Indonesian scents (pandan, lemongrass, frangipani) work well for initial implementations.
Affordable Scent Solutions for Small Budgets—Scent marketing doesn’t demand sophisticated diffusion systems or expensive partnerships. Start with simple, cost-effective solutions. Natural reed diffusers strategically placed in key store areas provide consistent, subtle scenting at minimal cost. Occasional subtle incense during appropriate times creates ambiance while respecting Indonesian cultural norms around scent use. Fresh flowers in entrance areas create welcoming aromas while adding visual appeal. Subtle essential oil diffusers in fitting rooms, consultation areas, or near high-value merchandise create premium experiences without premium costs. Local Indonesian markets offer affordable essential oils and diffusion options making sensory marketing accessible regardless of budget size.
Align with Cultural Moments—Indonesia’s retail calendar offers numerous opportunities for sensory marketing aligned with cultural celebrations. During Ramadan, incorporate traditional Islamic music and subtle oud or rose scents creating appropriate atmosphere. For Chinese New Year, festive music and fresh floral or citrus scents celebrate renewal and prosperity. Independence Day can feature patriotic music creating national pride. These cultural alignments create emotional resonance strengthening customer connections during high-value shopping periods. Indonesian consumers who spend 58% extra for special moments [91] particularly appreciate retailers who acknowledge and celebrate cultural occasions through thoughtful sensory experiences.
Leverage Indonesian Shopping Preferences—Indonesian consumers demonstrate clear preferences for in-store experiences [93]. While 77% plan to try new digital shopping methods [100], the enduring value of physical retail lies in sensory experiences digital platforms cannot replicate. The 78% who prefer checking products before purchase and 47% who derive enjoyment from physical shopping experiences [93] represent your target audience for sensory marketing. Create audio and scent environments making these tactile, experiential shopping journeys more enjoyable and memorable than the transactional efficiency of online shopping. Position your sensory strategy as delivering the experiential value Indonesian consumers increasingly seek from brick-and-mortar retail.
Measure and Refine—Implement simple measurement systems tracking sensory marketing impact. Compare sales data before and after implementing audio or scent strategies, monitor average transaction values and items per transaction, observe customer dwell time changes, and gather direct customer feedback about shopping experience. This data-driven approach lets you refine strategies based on actual results with your specific customer base rather than generic best practices. For Indonesian retailers serving diverse demographics across regions, local testing and adaptation ensures sensory strategies resonate with your particular community’s preferences and cultural sensibilities.
The Synergistic Power of Multi-Sensory Marketing
While audio and scent individually influence customer behavior, their combined effect creates exponentially more powerful impacts. Multi-sensory marketing theory posits that the human brain processes various sensory inputs simultaneously, and when inputs are congruent, resulting experiences magnify dramatically [82].
Congruent Sensory Combinations—The key to effective multi-sensory marketing is ensuring different sensory elements reinforce rather than contradict each other [90]. Research shows that environments where sounds, smells, and visuals align with products being sold enhance customer enjoyment and purchase likelihood [90]. Conversely, providing irrelevant sensory stimuli decreases product enjoyment and purchase intention. This means your audio and scent choices should complement your merchandise, brand identity, and target customer preferences. A sports store might combine energizing music with fresh, invigorating mint scents. A home goods store could pair relaxing instrumental music with warm vanilla or cinnamon aromas. An electronics store might use modern music with clean, crisp scents suggesting innovation and technology.
Creating Immersive Brand Experiences—When all sensory elements work together, you create immersive experiences that online shopping cannot replicate [87]. This experiential advantage gives physical retail a competitive edge in the digital age. Indonesian consumers, who increasingly value in-store experiences despite growing e-commerce adoption, respond particularly well to multi-sensory environments making shopping enjoyable and memorable rather than merely transactional. The 93% who engage in both digital and physical shopping during Ramadan [94] demonstrate that even tech-savvy consumers still value what physical retail uniquely offers—sensory richness creating emotional connections impossible through screens.
Common Mistakes to Avoid in Sensory Marketing
Even well-intentioned sensory marketing can backfire when retailers make common errors alienating rather than attracting customers.
Volume and Intensity Overload—The most frequent mistake is making sensory elements too intense. Music that’s too loud causes discomfort and drives customers away, while overpowering scents create headaches and negative associations [87]. Research shows that pleasant scents aren’t necessarily effective scents [91]—intensity matters. Remember that subtlety is key: sensory marketing should enhance shopping experience unconsciously, not dominate attention consciously. Start conservatively and increase intensity only if needed, never the reverse. This proves particularly important in Indonesia’s tropical climate where heat can amplify scent intensity making what seems subtle in air-conditioned comfort overwhelming in warmer store conditions.
Brand-Sensory Misalignment—Playing music or using scents contradicting your brand identity creates confusion and weakens brand perception [90]. Luxury retailers using cheap, generic scents or upscale boutiques playing inappropriate music damage premium positioning they’re trying to create. Ensure every sensory element reinforces your brand story and target customer expectations. For Indonesian retailers, consider how your sensory choices reflect both international standards and local cultural authenticity. Finding this balance creates differentiation while maintaining relevance to Indonesian consumers’ preferences and expectations.
Neglecting Cultural Sensitivity—What works in Western markets may not resonate in Indonesian contexts. Certain scents considered pleasant internationally might have different associations in Indonesian culture. Music genres popular globally might not appeal to your specific local customer demographic. Always consider cultural context when selecting sensory elements, and don’t hesitate to adapt international best practices to Indonesian realities. For example, while patchouli might be considered exotic in Western markets, it’s familiar in Indonesian contexts and might not create the same distinctive impression. Understanding these nuances prevents missteps while ensuring sensory strategies resonate authentically with local customers.
Inconsistency Across Touchpoints—If you invest in developing signature audio or scent identities, maintain consistency across all store locations and even digital channels where applicable [90]. Inconsistent sensory experiences across locations dilute brand identity and reduce the memory-building power that makes sensory marketing valuable. Create guidelines ensuring all staff and locations implement sensory strategies consistently. For Indonesian retailers with multiple locations across diverse regions, some localization might be appropriate (regional music variations, for example), but core signature elements should remain consistent maintaining brand recognition and cohesive customer experiences.
The Future of Sensory Marketing in Indonesia
Sensory marketing continues evolving with technological advances creating new opportunities even for small retailers to implement sophisticated strategies affordably.
AI-Powered Audio Personalization—Advanced systems now use AI to adjust music playlists based on time of day, customer demographics, and even real-time crowd analysis [84]. Pilot tests show retail stores using AI-responsive music systems saw 17% increases in dwell time and 12% boosts in customer satisfaction [84]. While enterprise-level solutions remain expensive, simplified versions are becoming accessible to small retailers through affordable streaming platforms offering automated playlist management based on business type, time, and desired atmosphere [83]. This technology removes guesswork from audio strategy while ensuring music remains fresh and appropriate throughout business days.
Integrated Sensory Management Platforms—Cloud-based platforms now allow businesses to manage audio, scent, digital signage, and messaging from single dashboards [84]. Mood Media’s platform had over 100,000 active business users by Q1 2024 [84], demonstrating how integrated sensory management is becoming mainstream. As these solutions become more affordable and accessible, small Indonesian retailers will be able to implement coordinated multi-sensory strategies previously available only to large chains. This democratization of sensory marketing technology levels the playing field, allowing small businesses to compete with larger competitors on experiential grounds—a critical advantage as Indonesian consumers increasingly prioritize shopping experiences over pure transactional efficiency.
Growing Market Validation—The scent marketing market’s growth from USD 3.6 billion in 2024 to projected USD 6.4 billion by 2033 [92] signals broader acceptance of scent as key marketing tool. This growth, driven by luxury retail, hospitality, and automotive industries, will cascade to mainstream retail including small Indonesian stores as solutions become more affordable and proven results encourage adoption. Future developments will likely include ambient scenting systems with AI-driven personalization matching scent with mood, time of day, or customer profiles [95], making sophisticated sensory strategies accessible to businesses of all sizes.
Partner with MD Asia for Professional Sensory Marketing Implementation
Creating effective sensory marketing strategies requires understanding psychology, cultural nuances, brand alignment, and technical implementation—expertise that many small business owners understandably lack while managing daily operations, inventory, staffing, and customer service. Professional support can dramatically accelerate your sensory marketing success while ensuring strategies align with proven best practices and your specific business needs.
MD Asia understands the unique challenges facing Indonesian retail businesses seeking to create memorable shopping experiences that drive sales and build customer loyalty. As an integrated marketing company delivering end-to-end solutions across digital, creative, and offline advertising production, we help retailers develop and implement comprehensive sensory marketing strategies that resonate with Indonesian consumers while reflecting your unique brand identity. Our team combines deep understanding of Indonesian consumer behavior and cultural preferences with international best practices in sensory marketing, creating audio and scent strategies that feel authentic to local markets while incorporating proven revenue-driving techniques.
Whether you need comprehensive sensory marketing strategy development, audio content creation and playlist curation, scent strategy consultation and implementation guidance, staff training to maintain consistent sensory experiences, or ongoing consultation and seasonal strategy updates, MD Asia provides the expertise and support to transform your retail environment. We work with businesses of all sizes, understanding that small retailers need cost-effective solutions delivering measurable impact without requiring massive capital investments. Our end-to-end approach means you receive complete support from initial analysis through design, implementation, and performance measurement.
Ready to create shopping experiences customers remember and return to? Contact MD Asia today to discover how professional sensory marketing services can increase customer satisfaction, extend dwell time, boost sales, and differentiate your business in Indonesia’s competitive retail landscape. Let us help you create the memorable sensory environment that your customers deserve and your business needs to thrive.
Conclusion: The Invisible Advantage That Delivers Visible Results
In an era where Indonesian consumers have endless shopping options and e-commerce continues growing—with 77% planning to try new digital shopping methods [100]—physical retailers must offer experiences that digital platforms cannot replicate. Sensory marketing, particularly through strategic audio and aroma implementation, creates these differentiating experiences while directly influencing purchasing behavior and driving measurable revenue increases.
The evidence is compelling: 90% of shoppers prefer returning to stores with pleasant sensory atmospheres [81], brands see 15% average sales increases from sensory marketing [83], scent marketing specifically drives 11-40% sales increases [81][97], and aromatic environments extend dwell time by at least 15 minutes [96]. For Indonesian small business owners competing against both traditional markets and digital platforms, these statistics demonstrate that sensory marketing isn’t experimental luxury—it’s proven strategy with clear ROI accessible regardless of business size or budget.
Success doesn’t require expensive consulting or sophisticated technology—it requires understanding your brand, knowing your customers, implementing sensory elements strategically, and continuously refining based on results. Whether you develop sensory strategies internally using principles outlined in this article or partner with professional services like MD Asia for expert implementation, the key is taking action rather than allowing competitors to claim the sensory advantage.
Start optimizing your store’s sensory environment today. Every customer who walks through your door experiences your audio and scent whether you’ve strategically planned them or not—the question is whether those sensory experiences are working for or against your business goals. Make the strategic choices that transform your retail space from merely functional to memorable, and watch as enhanced customer experiences translate directly into enhanced business performance. In Indonesia’s evolving retail landscape where consumers value experiential shopping, sensory marketing represents not just competitive advantage—it represents the future of successful brick-and-mortar retail.
👉 Contact us today and start creating a store display that truly stands out.
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