Visiting your hometown, visiting your parents or relatives in your homeland, are the most interesting part of nostalgia. Mudik is a tradition that can never be separated during Ramadhan and Idul Fitri. Unfortunately, for the past year, this tradition has not been carried out by many people due to the COVID-19 Pandemic.
Especially for those who usually do Mudik using public transportation such as inter-city buses, trains, ships to planes, of course, cause their own concerns regarding the potential to be infected with COVID-19. Therefore, many of them end up with a feeling of homesickness.
Then, how about this year?
The development of COVID-19 cases every day is one of the information consumed by many Indonesians. In addition, the development of vaccines in the country is also be a special interest to the community because it is considered to be the hope for ending this pandemic.
There seems to be a change in data as a representation of the community’s decision to Mudik or not Mudik this year. Therefore, KG Media conducted research in the form of an online survey that got 507 audiences who showed various interesting responses related to going Mudik in 2021.
From the various responses, there were also various interesting insights that could be the basis for the brand to move closer to its respective target audience. All of it can be found in the discussion below.
For the Comparison: Mudik in 2020
When the news about pandemic getting intense, the moments of Ramadhan fasting and Mudik are the parts that feel the most impact. From the first graph and data above, it shows that 90% of Indonesians decide to not Mudik.
This can be represented as a form of concern and fear of the Indonesian at that time with the pandemic. Moreover, it could be that this is also a form of the obedience of the Indonesian to the government’s appeal at that time which advised not to Mudik on the basis of the safety of many people.
The interesting point as an insight is the knowledge of various community that do not Mudik. The majority of them remain silent at home. By knowing this situation, brands are advised to be friends and consolation when people are just at home.
Another interesting thing from the same graph and data is when a staycation is one of the activities that some people are interested in. Some of them might thing staycation can erase thick boredom. By following strict health protocols, the managers of hotels and their affiliates as possible take advantage of this golden opportunity to make profits. Various promos, and attractive offers are the main weapons to bring in people who did not Mudik in 2020 yesterday. Then, will this situation be the same in 2021?
Community Response to Mudik 2021
There is a significant difference regarding the community’s response to going Mudik this year. Previously, those who went Mudik in 2020 were only 10%. However, this year there has been an increase in which 17% of them plan their Mudik.
From those who plan Mudik, there are several reasons that might be an interesting insight. The majority of them believed that the pandemic was coming to an end and that the pandemic was well contained. Another reason is that they think that this Mudik moment is the perfect time to meet family. It is clear that their confidence in those parts who are trying to contain the pandemic has increased. In this point, it can be represented that the efforts made by government and other parties in overcoming the pandemic have been successful. At a minimum, the communication that is built by them, reaches well and precisely to the community, that a pandemic can be ended by complying with health protocols and vaccines.
Apart from the points above, there are other interesting insights that can be considered. From the second graph and data, it still shows that there are 50% of the people who have not decided whether to Mudik or not. This doubt is certainly something that can be examined more deeply by various parties, especially from the government and brands. Plus, if half of this figures decides to Mudik, this will support the insight and explanation of the increase in public confidence in those who are trying to overcome the pandemic.
So, what about those who have decided not to Mudik? There are a number of compelling reasons that can become a benchmark for the government and brands to take the next steps.
The majority of those who have decided not to Mudik in 2021 are pandemics that are still worrying. But the surprising response of those who do not Mudik is to be thrifty. According to them, not going Mudik this year is the right step for saving.
This reason is still related to the main reason before, where they think the pandemic is not over yet so that financial reasons to survive at this time become the main weapon. This point represents that thinking about the health and safety of themselves and their families is the main thing that is done by some Indonesian people.
Another interesting insight is about their activities when they decide not to Mudik. Apart from just being at home, staycation is still an option to get rid of boredom, coupled with going to several tourist attractions around where they live.
From the activities that will be carried out by those who are not going Mudik, this point becomes a separate benchmark for the government and brands to get their targets or goals.
Then, What’s the Next Steps?
The majority of people who have not decided whether they want to go mudik or not in 2021 will be an interesting insight for the government and brands to follow up on. If indeed the government and brands can ensure that the Mudik in 2021 is safe, then they need communication to inform people who do not have the Mudik plan.
The communication that can be built certainly contains information about whether or not it is safe to go Mudik in 2021. Then, the recommended application of health protocols can continue to be echoed as the main requirement for carrying out activities at times like this
On the other hand, if the current conditions do not allow people to go Mudik, then communication containing information related to conditions that are not yet conducive must be echoed from an early time. The form of communication can vary. Starting from video manifestos, daily educational content, to tips and tricks content to get rid of boredom while on vacation and just being at home.
In addition to communication, taking advantage of the Hari Raya moment which contains mutual forgiveness, brands can be friends or liaisons who play a role in helping convey a sense of homesickness for families in their hometowns. Forms of this role can be by giving gifts to loved ones, to making free video call programs for families on holidays.
Then, choosing a staycation and going to tourist attractions around the house are insights that can be followed up by the government and brands. Apart from continuing to echo the implementation of health protocols, brands can tap in on this condition.
Providing attractive offers related to staycations, or save vacation packages to several tourist attractions, can be a vehicle for brands to get closer to their target audience. Moreover, from these points, here – brands can be good friends and solace for those who are bored at home. The hope is that with a position like this, the people who become the target audience will pay more attention and even loyalty to the brand.