The Impact of Economic Crises on Brand Preferences: A Big Data Study of Self-Image and E-Commerce Behavior
The Impact of Economic Crises on Brand Preferences: A Big Data Study of Self-Image and E-Commerce Behavior

Summary/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.

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