Samsung tops Indonesia's most recommended brands, thanks to loyal advocates

In an age where brand messaging battles for attention across platforms and channels, the most powerful endorsement still comes from the people who use the product. According to YouGov’s newly released Most Recommended Brands 2025 report, Samsung has emerged as the most recommended brand in Indonesia - edging ahead of eCommerce giant Shopee and national airline Garuda Indonesia.

The rankings are drawn from YouGov BrandIndex data, based on how likely current customers are to recommend a brand to others. Samsung leads the Indonesian chart with a score of 90.9%, closely followed by Shopee (90%) and Garuda Indonesia (89.4%).

This achievement reinforces the Korean tech giant’s brand dominance not only locally but globally. Earlier this year, Samsung was also named Best Global Brand in YouGov’s January 2025 ranking - evidence of a brand operating in harmony across multiple markets.

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“In today’s saturated media environment, direct recommendation remains one of the most trusted and impactful forces in shaping brand success,” said Edward Hutasoit, general manager of YouGov Indonesia and India. “The fact that Samsung leads both globally and locally is a testament to how a brand can build lasting relevance by delivering value and consistency across touchpoints.”

The top 10 brands in Indonesia reveal not just loyalty, but also a preference for daily relevance. While brands such as Samsung and Shopee continue to shine, local names hold their ground. Garuda Indonesia, Traveloka, and BCA are among the domestic players that have earned enough trust to rival international giants. This blend suggests a hybrid consumer mindset - aspirational yet patriotic, digital yet experience-driven.

Sectors such as tech and travel, in particular, are overrepresented in the list. This may reflect post-pandemic habits that are fused with a revived appetite for movement and exploration.

Beyond the leaderboard, YouGov also tracks rising stars - brands that have made significant gains in public sentiment over the past year. Ellips, Sanyo, and Ibis Hotel topped the “most improved” list, highlighting growth opportunities in beauty, consumer electronics, and affordable hospitality.

What sets Indonesia apart from other markets isn’t just who tops the list, but how consumers behave in general. YouGov Profiles data reveals that 69% of Indonesians agree with the statement “I love recommending things for people to try.” That’s a higher proportion than in the US (56%) or Germany (55%).

“This enthusiasm for sharing and recommending is a powerful asset for brands in Indonesia,” said Hutasoit. “Our data shows that Indonesian consumers go beyond passive buying, and becoming vocal brand advocates. For marketers, this means that delivering consistent, meaningful brand experiences can translate into organic growth through word-of-mouth.”

On a global scale, Emirates was the most recommended brand, with a score of 88.4%, followed by Toyota, Levi’s, adidas, and Nintendo. These names have one thing in common: consistency across markets and consumer touchpoints. Whether in airlines, automotive, fashion, or gaming, trust continues to be the currency of choice.

Other global brands making the top ten include Nike, Mercedes-Benz, BMW, trivago, and Neutrogena - each scoring above 80%.

The YouGov Recommend Rankings 2025 are based on data from BrandIndex, tracking daily perceptions of brands. To qualify, brands must have been monitored for at least 183 days between 1 June 2024 and 31 May 2025. The “most improved” category compares performance between June 2023 and May 2024.

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