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The Return of Window Shoppers

Monday, January 5, 2026

The middle class keeps shrinking. Their purchasing power is also plunging.

arsip tempo : 177040417559.

Visitors shop at Tanah Abang Market, Jakarta, December 26, 2024. Tempo/Ilham Balindra. tempo : 177040417559.

WINDOW shoppers or rojali are making a comeback in the Year of the Fire Horse. The word rojali, an Indonesian acronym for “people who rarely buy,” has been widely discussed since mid-2025. Alongside similar labels such as rohana (people who only ask) and rohalus (people who only touch), rojali has re-emerged as a reflection of weakening public purchasing power. They crowd shopping centers but buy nothing. Rojali is a portrait of

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Kodrat Setiawan

economic growth Online Shop GDP household consumption Indonesia 2026 rojali window shopping
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