The Rojali and Rohana Business Phenomenon: Identify, Understand, and Respond with Strategic Business Moves!

The business world continues to evolve over time. Shifting economic conditions, changing market trends, and ongoing developments in marketing and product strategies are always interesting topics to explore. One of the latest trends gaining attention is the emergence of Rojali and Rohana, which has brought a dry wind to many business owners.

These two terms are acronyms representing types of customers commonly seen in today’s market. Based on various sources, Rojali stands for “Rombongan Jarang Beli” (Group Who Rarely Buys), while Rohana stands for “Rombongan Hanya Nanya” (Group Who Only Asks).

From the acronyms alone, you can already imagine the impact they might have on businesses - especially those currently struggling to stay afloat. So let’s take a closer look at this growing phenomenon, and then explore the relevance of SmartBusiness Insurance from AXA Insurance Indonesia as a way to mitigate the negative effects that may arise if this trend continues.

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Understanding Rojali and Rohana

Rojali and Rohana have become a fascinating phenomenon to explore - not only in terms of sharper promotional strategies, but also as a reflection of a sluggish economic climate.

These customer groups have emerged due to several influencing factors, such as:

• Simply conducting market surveys or browsing without intent to buy
• Limited shopping budgets, making purchases unaffordable
• Not being the right target market for your product or business
• Visiting only for entertainment or product-related experiences
• Uncertainty and doubt about product quality, economic conditions, or even the legitimacy of your business

These factors don’t just come from the customer side - they can also stem from your business operations. Rojali and Rohana may appear due to fundamental issues such as, unclear product information, suboptimal service, uncompetitive pricing, lack of strong calls-to-action in marketing, and failure to build trust within the community

Visually, these customer groups may make shopping centers appear crowded. But in reality, business owners feel the impact - with minimal transactions and low productivity.

Stakeholder Responses

The complexity of the Rojali and Rohana phenomenon has prompted responses from various stakeholders, as it’s undeniably a significant economic trend.

However, Minister of Trade Budi Santoso, as quoted by techfin.id in July 2025, stated that this is a common and natural occurrence. He explained that people have always had the choice to shop online or in physical stores - and this behavior has existed for a long time.

BPS (Statistics Indonesia) also weighed in on the matter. According to the same source, Deputy for Social Statistics Ateng Hartono noted that this behavior does not necessarily indicate poverty. Instead, it may signal economic pressure felt by the public, especially among vulnerable groups.

While government responses seem to treat this as a normal phenomenon, business owners are clearly feeling the impact of this shift in consumer behavior.

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Wise Responses from Business Owners

As a business owner, you understand that this phenomenon has a significant impact on your operations. While it’s true that transactions in shopping centers have declined, this trend can also be viewed from a more optimistic perspective.

Although actual store performance is still measured by sales, you may gain a wealth of user-generated content on social media - which can serve as free promotional material for your business. Decision-making based on recommendations from trusted individuals tends to generate more high-quality leads, increasing the potential for future transactions.

Gradually, shopping centers are shifting from a transaction-oriented model to an experience-oriented one. The main goal is to make visitors feel comfortable and stay longer - with the assumption that the longer they stay, the higher the chance they’ll make a purchase.

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Strategies to Face the Rojali and Rohana Phenomenon

Resilient business owners don’t get swept away by trends - they spot opportunities and maximize potential to regain profitability. Here are several strategies you can apply and adapt to your business:

• Create valuable shopping experiences that are content worthy. User-generated content on TikTok or Instagram can be a great long-term investment for your brand.
• Offer products in smaller sizes or budget-friendly bundles that feel more affordable to purchase.
• Use loyalty programs and cashback offers as part of your marketing strategy.
• Collaborate with micro-creators who fit within a reasonable budget.
• Run surprise flash sales to create a sense of urgency and benefit for mall visitors.
• Strengthen collaboration between tenants in shopping centers to create exciting experiences for visitors.
• Ensure your business is protected with AXA Insurance Indonesia’s Business Insurance, helping you mitigate risks from industry dynamics.

Why AXA Insurance Indonesia’s Business Insurance Matters

AXA Insurance Indonesia’s Business Insurance is designed to help entrepreneurs like you protect your business from various risks in the industry.

Branded as SmartBusiness Insurance, this product provides compensation for discomfort or disruption caused by one or more events listed in the approved policy.

Practically speaking, it serves as a reliable safety net when your business faces emergency situations that require quick decision-making - helping you avoid greater losses.

AXA Insurance Indonesia fully understands that the Rojali and Rohana phenomenon is part of the ever-evolving business landscape. With SmartBusiness Insurance, you’ll have a dependable layer of protection when the industry “waves” get rough - allowing you to make smart, strategic decisions for your business.

So don’t wait - secure your business today with AXA Insurance Indonesia’s SmartBusiness Insurance, and maximize your business maneuvers with calculated strategies and optimal protection!

Referensi:

• https://www.antaranews.com/berita/4991321/dari-rojali-dan-rohana-menuju-ekonomi-produktif?page=all
• https://www.tempo.co/ekonomi/dampak-fenomena-rojali-dan-rohana-terhadap-ekonomi-mal-dan-strategi-retail-2055192
• https://lsupariwisata.com/2025/07/31/fenomena-rojali-dan-rohana-adalah-bagian-tak-terpisahkan-dari-dinamika-bisnis/
• https://fokus.kontan.co.id/news/rojali-dan-rohana-merebak-cermin-daya-beli-turun-atau-tren-belanja-baru
• https://www.haibunda.com/trending/20250730141313-93-372286/mengenal-istilah-rojali-hingga-rohana-makan-di-mal-tapi-tak-belanja
• https://ekonomi.bisnis.com/read/20250724/12/1896149/hippindo-blak-blakan-dampak-fenomena-rojali-rohana-di-mal
• https://infobrand.id/strategi-enak-hadapi-tren-rojali-dan-rohana.phtml
• https://techfin.id/gaya-hidup/rojali-dan-rohana/
• https://dazo.id/blog/ecommerce/mengatasi-rojali-rohana/
• https://www.fullstopindonesia.com/blog/item/638/2-Rahasia-Marketing-untuk-Rohana-Rojali
• https://kanal.matasigma.com/strategi-ritel-di-era-rojali-rohana/
• https://lifestyle.viva.co.id/cuan/3358-virus-rohana-dan-rojali-mewabah-7-strategi-jitu-pedagang-mal-agar-pengunjung-mau-belanja-patut-dicoba?page=all