A celebrity endorsement may get a product noticed, but does it carry the same weight as a recommendation from an everyday consumer? And does creator content prompt an immediate purchase or further research?
New in-depth YouGov Custom Research in Indonesia reveals which people influence consumers’ purchase choices. It shows a complex picture that differs across category, but a consistent theme across it all is that everyday consumers dominate most categories on purchasing decisions, even though more niche creators lead in specific categories.
The findings also suggest that the influence of everyday consumer creators extends beyond immediate sales, often prompting consumers to research products before buying.
In every category, everyday consumers or celebrities have more influence on retail purchases
Everyday consumers, including verified e-commerce buyers and regional voices, match or exceed celebrities’ influence across retail categories.
In food and beverage, 37% of Indonesian online adults say everyday consumers influence their purchasing decisions, compared with 22% who cite celebrities. The gap is wider for home appliances (37% vs. 18%) and consumer electronics (35% vs. 22%).
In fashion and apparel, celebrities (35%) nearly match everyday consumers (36%). The gap is also relatively narrow in beauty and skincare (28% vs. 32%).
However, niche micro and nano creators (10,000-100,000 followers) lead in healthcare and medical services (36% vs 24% of everyday consumers), fitness and wellness (28% vs. 23%) and banking, finance and insurance (26% vs 22%).
Other creator types have a more limited influence. Mega influencers, with over one million followers, record their highest figures in fashion and beauty (15% each), while macro influencers, with 100,000 to one million followers, peak in travel and tourism (18%).
Certified experts, including doctors, trainers and financial advisers, register their highest influence in fitness and wellness (15%), followed by food and beverage (14%). None of these three creator groups leads any surveyed category.
Everyday consumers influence shoppers at every stage
Our data shows that the influence of everyday consumers extends beyond getting a product noticed, with them being the most regularly cited group across the four stages of the purchase journey – all the way from initial awareness to repeat purchases.
Around 39% of Indonesian online adults say everyday consumers influence their awareness and curiosity about a brand. Their influence remains strong through initial trial and conversion, positive brand impression (38% each) and regular or repeat purchases (36%).
Niche micro and nano creators also maintain a presence throughout the journey, albeit at a lower level – with their influence ranging from 23% to 28% across the four stages.
Celebrity influence is highest at the awareness stage (27%) before falling to 21% for repeat purchases. Their figures are comparable to niche creators but remain below everyday consumers.
Beyond the purchase: What consumers do after watching creator content
Creator content does not always prompt immediate purchases. Consumers more frequently report researching products, comparing prices or saving posts.
YouGov’s data shows that among viewers of verified e-commerce buyers and affiliate content, nearly half (46%) say they frequently search for reviews and ratings after watching their content, while 44% check prices and promotions. Meanwhile, 27% save a post for later and 13% report purchasing immediately.
The pattern extends to other creator types. Among viewers of niche micro and nano creator content, 40% search for reviews and 31% save a post for later, compared with 12% who purchase immediately. The same is true among viewers of mega influencers, with searching for reviews (39%) being more frequently reported than buying immediately (10%).
These actions are not mutually exclusive, meaning consumers may research products, compare prices and make purchases after engaging with creator content.
What it all means
YouGov’s research highlights two important considerations for marketers. Firstly, Everyday consumers emerge as influential voices across most retail categories, while niche creators lead in certain specialised sectors. Secondly, creator engagement does not always lead to an immediate purchase, with consumers reporting that they research reviews, compare prices and save products for later.
Evaluating creator campaigns beyond direct sales in this way – from awareness and consideration to purchases and repeat engagement – can help provide a more complete picture of the influence of different types of creators across the retail journey.
Methodology: YouGov Custom Research surveyed 2,066 Indonesian online adults aged 18+ between 3 and 7 September 2026. Data was weighted by gender, age, socioeconomic class and city tier to reflect Indonesia’s adult online population, based on BPS estimates. Respondents could select multiple creator types, so percentages may not total 100%. Post-viewing behaviour results have varying base sizes. Online panels aren't strictly probability-based.
Image: Getty Images