What's the brand most Indonesians are happy to recommend?

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Home-grown Indonesian platform Tokopedia has topped YouGov's Recommend Rankings for 2022 after ranking sixth last year. The rankings are based on YouGov BrandIndex's positive Recommend score, which measures the percentage of a brand's customers who would recommend it to a friend or colleague.

According to YouGov, factors such as customer experience, brand image, brand values, emotion and consumer personality play a pivotal role in determining whether someone is likely to recommend your brand or not. The rankings show the brands with the highest average Recommend score between 1 June 2021 until 31 May 2022 compared to 1 June 2020 until 31 May 2021.

In this year's list, 90.2% of Tokopedia's consumers in Indonesia say they are willing to recommend the brand to others. Coming in at a close second was Shopee which held on to its second spot. This was closely followed by Samsung, Apple and Netlix.

ranked

Last year's front-runner, national carrier Garuda Indonesia, ranked just outside the top five with a Recommend score of 87.0, followed by local bank BCA and Apple (Consumer Electronics), which had scores of 86.6 and 85.6 respectively. Local noodle brand Indomie (85.4) and German-headquartered financial services company Allianz (84.9) rounded off the top 10.

Alongside the overall rankings, YouGov also released the ten “most improved” brands over the past year. This was led by web browser Microsoft Edge, which achieved an improved score of +10.4 points. Flight carrier Batik Air and streaming platform weTV iflix were a close second and third, with improvements of +8.8 points and +8.7 points respectively.

improvers

Convenience store chains Alfamidi (+6.9 points) and Lottemart (+6.4 points), together with telco providers IM3 (+6.9 points), Indosat (+6.4 points) and XL Axiata (+5.7 points) also made an appearance on the Improvers’ rankings, as did restaurant Solaria (+6.3 points) and social media platform TikTok (+6.2 points).

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