3 Consumer Shopping Habits at Convenience Stores Convenience stores have become an integral part of everyday shopping habits in Indonesia. Beyond providing easy access to daily necessities, attractive promotions and loyalty programs also play a role in shaping consumer purchasing behavior. To better understand these habits, Jakpat surveyed 1,109 respondents about their shopping behavior at convenience stores. The findings reveal that the factors influencing store selection are not necessarily the same as those that encourage consumers to purchase more than they originally intended. Location Is the Leading Factor in Choosing a Convenience Store Accessibility remains the most important consideration when consumers choose their preferred convenience store. Around 62% of respondents say they choose a store because it is located close to their home or place of residence. Other considerations include attractive promotions (33%), membership apps or loyalty points (28%), and product variety (27%). This pattern is consistent across Alfamart and Indomaret customers, with users of both convenience store chains identifying location as their top consideration. These findings suggest that store accessibility continues to play a greater role in shaping shopping habits than promotional offers, making proximity an important factor in attracting regular customers. Promotions Encourage Consumers to Make Unplanned Purchases While location determines where consumers prefer to shop, promotions can influence what they ultimately purchase. When asked how often they buy products simply because of an attractive promotion, even when they did not originally need them, 53% of respondents say this happens occasionally, while 26% admit that it happens frequently. Combined, around 8 in 10 respondents (79%) have made unplanned purchases because of promotional offers. Only 2% say they have never done so. Differences can also be observed between convenience store chains. Alfamart customers are relatively more likely to make purchases influenced by promotions, while Indomaret customers are more likely to say they are rarely tempted by such offers. Gender differences are also apparent. Women are more likely than men to frequently make unplanned purchases due to promotions (30% vs. 22%). Meanwhile, men are more likely to say this happens occasionally, at 57%, compared to 50% of women. Membership App and Card Usage Varies Across Generations Loyalty programs through mobile apps and membership cards have also become part of the convenience store shopping experience. However, not all consumers actively take advantage of these programs. Around 38% of respondents say they do not have a convenience store membership app or card, while 33% report using one regularly. A noticeable generational gap emerges between Gen Z and Gen Y. Among Gen Z respondents, 44% do not have a membership account, compared to 30% of Gen Y. In contrast, regular membership usage is more common among Gen Y (42%) than Gen Z (26%). Interestingly, although both generations show a similar tendency to be attracted to promotions, Gen Z is relatively less likely to take advantage of convenience store loyalty programs. Gender differences are also evident. Male respondents are more likely to have no membership app or card (43%) compared to female respondents (32%). Looking at individual store preferences, Alfamart customers are relatively more likely to use membership apps or cards regularly. Meanwhile, Indomaret customers are more likely to report not having a membership account. Conclusion: Location Brings Consumers In, While Promotions Encourage Them to Buy More The survey findings highlight that different factors influence consumer shopping decisions at convenience stores. Convenient locations are the primary reason consumers choose a particular store, while promotions can encourage them to purchase products they had not originally planned to buy. Meanwhile, differences in loyalty program adoption remain evident, particularly between Gen Z and Gen Y. This suggests that being attracted to promotional offers does not necessarily translate into regular use of membership apps or cards. For convenience store operators, these findings highlight the importance of combining accessible store locations, attractive promotional offers, and relevant loyalty programs to encourage repeat visits and strengthen consumer engagement. Want to explore more consumer insights? Read our reports or create your own survey with Jakpat!
