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Vol.14, No.4, November 2025. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
The Impact of Economic Crises on Brand Preferences: A Big Data Study of Self-Image and E-Commerce Behavior
Nuraeni Saripudin Johnson, Mustika Sufiati Purwanegara, Nur Budi Mulyono
© 2025 Nuraeni Saripudin Johnson, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 14, Issue 4, Pages 3363-3374, ISSN 2217-8309, DOI: 10.18421/TEM144-44, November 2025.
Received: 20 January 2025.
Abstract:
Indonesia's e-commerce transformation has reshaped consumer behavior, particularly during economic uncertainties. This study explores the relationship between self-image and purchasing patterns across three periods: pre-crisis (2017-2019), crisis (2020-2022), and post-crisis recovery (2022-2023). This study examines how economic pressures influence preferences for global, local, and unbranded products through mixed-methods research combining transactional data analysis and expert interviews. The findings reveal a significant shift during the crisis period, with global brands experiencing decreased preference (average Z-sales dropping from 1.84 to -0.002) while local brands gained momentum through community-focused messaging. The post-crisis period shows a hybrid consumption pattern where consumers balance status with pragmatism, evidenced by global brands' partial recovery (Z-sales: 1.43) and local brands' sustained growth. Self-image considerations evolved from status-oriented to encompassing health consciousness and community support. These insights demonstrate how economic disruptions reshape consumer self-perception and purchasing behavior in digital marketplaces. For practitioners, the findings emphasize the importance of aligning brand messaging with evolving consumer values and leveraging big data analytics for personalized marketing strategies.
Keywords – E-commerce, consumer behavior, self-image, economic crisis, big data analytics. |
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