Ikea operates seven stores in Indonesia, representing a fraction of its global network, yet no home-furnishing brand generates stronger consumer conviction in the market. The furniture and homewares brand entered Indonesia in 2014, opening a giant store in Tangerang, on the western outskirts of Jakarta. 

Built on the belief that good design should be accessible to everyone, Ikea has turned furnishing a home into something personal. Researchers even named a phenomenon after it: The Ikea effect, the tendency to value things more highly when you have built them yourself. Nearly four times as many consumers recommend it as currently shop there, proving that mass-appeal brands do not need a store on every corner to build a following. They just need people to believe in what’s inside.

Hardware retail typically doesn’t generate passion. Yet Ace Hardware is the highest-ranked home-improvement retailer in the Asia Top 100, with more than three-and-a-half times as many consumers recommending it as currently shop there. For a category built on considered, high-involvement purchases, that is a remarkable result.

Our Brand Conviction Index research demonstrates the unusually high importance of peer influence in this category, where consumers often lack technical expertise, meaning recommendations from friends, contractors, and reviewers reduce the risk of these purchases. More than three times the retailer’s current customer base recommends the brand, and three times its base are considering shopping there.

Dubbed a “socially salient brand”, Indonesian furniture and lifestyle retailer Informa is a one-stop destination for middle-class consumers, offering more than 35,000 products across 120 stores in over 60 cities. 

The retailer is a master of social-media engagement, with more than 6000 posts showcasing room sets, new collections, promotions, and lifestyle content, and encouraging user-generated content and lifestyle storytelling. It boasts more than 1 million followers on Instagram and 2 million loyalty program members. 

The result: Nearly four times as many consumers recommend it as currently shop there. For a brand that has never needed to look beyond its own market, that is a remarkable result.

Gramedia is the only bookstore in the Asia Top 100. Founded in 1970 as a 25sqm store in West Jakarta, it has grown to more than 120 stores across Indonesia. In a category that has struggled globally, Gramedia has responded by reinventing what a bookstore can be. Its Jalma concept, launched in 2025, reimagines the store as a community space built around literature and ideas – more than three times as many consumers recommend it as currently shop there.

A combination of Strong brand recognition, Wide assortment, strong publisher relationships and customer trust has elevated the company’s profile.

Nike proves conviction can scale. In Indonesia’s crowded sportswear market, twice as many consumers recommend the brand as currently buy its products – a rate of advocacy that reflects strong brand recognition and a satisfied customer base.  

That strength reflects more than global recognition: Nike combines performance credibility with culturally tailored products, athlete partnerships, community sport and increasingly localised digital experiences. Its Asian footprint also runs deep, from Vietnam’s role as its largest manufacturing hub to flagship stores and marketplace partnerships across the region, both company-run and authorised resellers. As Asian rival brands gain ground, Nike’s challenge is to preserve the global status and emotional pull that made it distinctive.

In Indonesia, twice as many consumers recommend Adidas as currently buy from the brand, placing it just behind Nike in our Brand Conviction Index. The level of advocacy reflects the brand’s ability to move between performance sport and street culture.

Adidas operates about 130 stores across Indonesia, with 33 in Jakarta. Competition in the sportswear category is intense, with international brands competing head-on with Asian alternatives, typically from China. Marketing experts believe Adidas has built strong consumer loyalty thanks to its ‘global brand, local mindset’ strategy, which ensures local marketing and promotional campaigns are highly localised and include cultural initiatives.

Indomaret has reached a scale where its network is central to the brand story. With 24,351 stores as of June 2026, Indonesia’s largest minimarket chain has a widespread presence across the country, making convenience and familiarity central to everyday shopping and giving the brand a competitive advantage.

The retailer’s Brand Conviction Index ranking also reflects this level of penetration, with 70 per cent of consumers currently shopping there. This leaves less room for consideration and recommendation to increase usage, but it also reflects the brand’s role in everyday shopping. Proximity, convenience, competitive pricing and habitual shopping remain central to its appeal.

Indonesia is among Puma’s top three Asean markets. Here, the sportswear brand has established a strong, highly competitive footprint, positioning itself as one of the top major international sportswear brands alongside Nike and Adidas. Puma products have been distributed through Indonesian wholesale and third-party partners for decades; however, the brand’s turning point came in 2023, when it gained massive local traction with direct consumers after launching its standalone digital ecosystem, Puma.com Indonesia.

Well over double the brand’s current client base recommend its products, and its consideration rating is two and a half times that of current shoppers.

Tokopedia remains one of Indonesia’s defining e-commerce names, but its next chapter is increasingly intertwined with TikTok. Since 2024, the two businesses have operated under PT Tokopedia, combining Tokopedia’s marketplace infrastructure and local merchant relationships with TikTok’s content-led discovery engine. That evolution makes its Brand Conviction Index numbers particularly striking: Consideration comfortably exceeds its already substantial current customer base. 

In one of Asia’s most competitive e-commerce markets, Tokopedia is not simply defending an established position; its ability to generate more future intent than current usage suggests the brand still has considerable room to grow.