The Emergence Of The Rojali And Rohana Phenomenon Amid The Decreased Purchase Power Of The Community

Visitors see shoe products at Grand Indonesia mall, Jakarta. (ANTARA/Aprillio Akbar/aww/am)

JAKARTA The emergence of 'rojali' and 'rohana' phenomena is not just a change in consumer attitudes. This condition can be a reflection that people's purchasing power has not fully recovered.

The terms rojali and rohana again stole the attention of netizens because they were judged to describe the phenomenon that is currently happening.

A number of shopping centers still seem crowded with visitors. However, after being investigated, it turns out that the hectic number of shopping centers or malls does not always reflect a healthy economic pulse.

If in the past people came to the mall to buy something, it turns out that now it's a little different. In the latest era, he said, some people come to shopping centers just to find cheap entertainment, enjoy a comfortable atmosphere, or just visual entertainment without having to shop.

From there the terms rojali and rohana were created. Rojali is an acronym of rambongan rarely buys', while Rohana is a rombongan just asking'. Both refer to consumer behavior that visits shopping centers, but only looks at goods and does not make purchase transactions.

In 2024, the rojali phenomenon was complained of by a cafe owner in Yogyakarta, Agus Arya. He complained about the lack of income due to the group's rarely buying activities.

Through a video upload on his personal Instagram account, many of his cafe visitors only come to access Wifi without ordering a menu at that place.

The term rojali seems to have become a conversation again in the past few days. The trigger is the condition of a crowded shopping center, but it is not directly proportional to the transaction of its visitors.

Chairman of the Indonesian Shopping Center Management Association (APPBI) Alphonsus Widjaja said, the 'rojali' and 'rohana' phenomena came from the middle class, both middle and upper. Even so, there are different reasons in the two groups.

In the upper middle class, said Alphonsus, this phenomenon occurs because they are more careful in shopping.

"Especially if there is a macroeconomic, microeconomic influence from the global. So they (choose) shopping or investment? That's also the case," he said.

Meanwhile, the lower middle class turned into 'rojali' and 'rohana' due to a decrease in purchasing power. Reduced money causes purchasing power to decrease. Even so, they still come to shopping centers.

Center of Economic and Law Studies (Celios) economist Nailul Huda said the rise of rojali was triggered by the decline in people's income. Even in the midst of declining income, the need for entertainment still exists.

The cheapest vacation at this time is to go to the mall without buying. Even if they want to buy, usually they will look for cheaper prices via online platforms," said Huda.

In fact, he continued, the government has held many shopping discount programs. However, it seems that it has not been able to significantly increase people's purchasing power. "So the main factor is that in terms of declining community income which results in this rojali phenomenon," Huda added.

Huda's statement about the decline in public income is in line with Central Statistics Agency (BPS) data which shows slowing household consumption growth. In the first three months of this year, household consumption was only 4.87 percent or below the same period the previous year, which was 4.91 percent.

Whereas before the COVID-19 pandemic, the pace of consumption could reach 5.4 percent. Household consumption is the largest contributor to the national gross domestic product (GDP) so that this decline has a direct impact on the national economy.

However, Chairman of the Indonesian Shopping Center Retailers and Tenants Association (Hippindo) Budihardjo Iduansjah said the 'rojali' phenomenon did not always have a bad impact, because retailfood and baverage (F&B) turnover actually increased.

This happened because after circling in malls, this 'rojali' and 'rohana' group felt thirsty and hungry. So that people must come to drink outlets, snacks, or cafes at malls.

"The most profitable thing is this rojali F&B. Therefore, our F&B retail has increased by 5 to 10 percent. Because people hang out, they will see, they are hungry, drinking," said Budihardjo.

"In cafes, we have to buy at least. And yes, we also come todong, if the ice tea runs out, we come back and offer it again," said Budihardjo.

In addition, the work from anywhere (WFA) system which has become a trend since the pandemic has taken part in the emergence of 'rojali'. Because those who are WFA will go straight to certain F&B outlets to do work from there.

"So actually at this time there is indeed rojali, but indeed it is also influenced by work from anywhere. It is indeed a new customer behavior," explained Budihardjo.