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Customers in Indonesia Are Increasingly Using the Internet to Find Vehicle Information during the Shopping Process

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Mitsubishi Ranks Highest in Sales Satisfaction in Indonesia

In this video, we tackled the following issues:

  • Chapter one: Using the Internet to Shop for a Vehicle
  • Chapter two: Information gathered from the Internet
  • Chapter three: Importance of Fuel Efficiency to Car Buyers
  • Chapter four: Performance of the Highest Ranked Nameplate


SINGAPORE: 1 October 2013 — New-vehicle buyers in Indonesia are increasingly using the Internet to find information about the makes and models they are considering for purchase before heading to the dealership, according to the J.D. Power Asia Pacific 2013 Indonesia Sales Satisfaction Index (SSI) StudySM released today.

Now in its 13th year, the study examines seven factors that contribute to overall new-vehicle buyer satisfaction with the purchase experience. In order of importance, they are: delivery process (31%); delivery timing (13%); deal (12%); dealer facility (12%); paperwork (11%); salesperson (11%); and sales initiation (9%). SSI performance is reported as an index score based on a 1,000-point scale, in which a higher overall SSI score indicates higher satisfaction with the new-vehicle sales and delivery process. Overall sales satisfaction averages 781 in 2013, up 8 points from 2012.

The study finds that 35 percent of new-vehicle shoppers in Indonesia use the Internet to find information about which make and model to purchase before visiting a dealership, up from 25 percent in 2012 and 14 percent in 2011. Overall satisfaction among shoppers who use the Internet during their vehicle-shopping process is 13 points higher than among those who do not use the Internet.

"An increase in the number of consumers who have Internet access,  together with the popularity of social media, automotive websites and blogs, has made it easier for shoppers to access information about the vehicles they are considering for purchase," said Rajeev Nair, director at J.D. Power Asia Pacific, Singapore. "Brands and dealerships that can best engage consumers from their first online visit and move them to visit the dealership stand to benefit from increased visitor traffic at showrooms."

The study also finds that the time taken to complete the paperwork, including purchase contract and financing paperwork, during the new-vehicle purchase process has increased to an average of seven days in 2013 from six days in 2012. The paperwork process takes even longer for buyers who finance their vehicle purchase--nine days in 2013, up from six days in 2012.

"Tighter vehicle financing rules implemented by Bank Indonesia in 2012 has had an impact on the time required to complete the documentation for loans and getting approval," said Nair. "This particularly impacts first-time buyers, who may not be so familiar with the loan process."

Nearly one-fourth (23%) of first-time buyers indicate that the paperwork process took more than two weeks, while 9 percent of repeat buyers indicate the same.

"Dealerships and brands need to educate their customers of the financing options available to them and support them during the documentation process in order to increase satisfaction," said Nair.

The study finds a close correlation between customer satisfaction with the new-vehicle purchase and delivery experience and customers' future loyalty and advocacy intentions toward their dealer and brand. Among highly satisfied customers (SSI scores of 808 or higher), 48 percent say they "definitely will" recommend their purchase dealer to friends and relatives, compared with only 24 percent among highly dissatisfied customers (SSI scores of 750 or lower). A similar trend holds true for customer recommendation intentions for the vehicle brand they purchased.

"The growing reach of the Internet in Indonesia further increases the importance of word of mouth recommendations," said Nair. "Satisfied and dissatisfied customers are increasingly communicating about their purchase experience on the Internet. Brands and dealerships that can provide a delightful purchase experience in a consistent manner to their customers may benefit from those customers acting as their advocates across multiple contact channels."

Among the 10 brands ranked in the study, Mitsubishi ranks highest in overall sales satisfaction with a score of 792, up 22 points from 2012. Mitsubishi performs particularly well in the sales initiation, dealer facility, deal, paperwork, salesperson and delivery process factors. Daihatsu ranks second with a score of 783. Suzuki, Ford and Toyota tie for the third rank position, each with a score of 780.
The 2013 Indonesia Sales Satisfaction Index (SSI) Study is based on responses from 2,886 new-vehicle owners who purchased their vehicle between October 2012 and June 2013. The study was fielded between April and August 2013 and measures new-vehicle owner satisfaction with the sales and delivery experience from authorized dealers in Indonesia.

About J.D. Power Asia Pacific

J.D. Power Asia Pacific has offices in Tokyo, Singapore, Beijing, Shanghai and Bangkok that conduct customer satisfaction research and provide consulting services in the automotive, information technology and finance industries. Together, the five offices bring the language of customer satisfaction to consumers and businesses in China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan and Thailand. Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at Media e-mail contact:

About J.D. Power

J.D. Power is a global marketing information services company providing performance improvement, social media and customer satisfaction insights and solutions. The company's quality and satisfaction measurements are based on responses from millions of consumers annually. Headquartered in Westlake Village, Calif., J.D. Power has offices in North America, Europe and Asia Pacific. For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit J.D. Power is a business unit of McGraw-Hill Financial.

About McGraw Hill Financial

McGraw Hill Financial (NYSE: MHFI) is a leading financial intelligence company providing the global capital and commodity markets with independent benchmarks, credit ratings, portfolio and enterprise risk solutions, and analytics. The Company's iconic brands include: Standard & Poor's Ratings Services, S&P Capital IQ, S&P Dow Jones Indices, Platts, CRISIL, J.D. Power, and McGraw Hill Construction. The Company has approximately 17,000 employees in 27 countries. Additional information is available at

Media Relations Contacts:

XingTi Liu; J.D. Power Asia Pacific; 08-Shenton Way, #44-02/03/04; Singapore, 068811; Phone +65-67338980;

John Tews; J.D. Power; Troy, Mich.; (248) 680-6218;

Follow us on Twitter: @JDPower

No advertising or other promotional use can be made of the information in this release without the express prior written consent of J.D. Power.

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