The Phenomenon of Corkcicle Consumption among Indonesian Customers: A Content

Analysis of Corkcicle Users on Social Media

Livia Nabila Putri, Muhamad Rizky Farezi, Nabila Az-Zahra Alin, Nihayatun Ni’mah
a
Universitas Islam Negeri Syarif Hidayatullah Jakarta, Indonesia

Abstract
This study analyzes the consumer behavior of the current phenomenon of Corkcicle
consumption among Indonesian consumers on social media platforms. The study aims to
examine how the culture of Corkcicle consumption is formed among Indonesian Corkcicle
customers. The researcher uses a qualitative descriptive method to conduct this study. The
data in this study are derived from reviews and commentary of Corkcicle consumers in
Indonesia, both in the form of written and video content on social media platforms. The type
of data to be used is written text that highlights posts containing feedback, as found
categorically in product reviews spread across social media. To reveal how this consumption
culture is formed among Corkcicle consumers in Indonesia, researchers use the concept of
consumerism behavior and consumer culture theory. The results of the study show that in the
Corkcicle phenomenon as a trend, apart from forming the identity of the customer who uses
the product, Corkcicle itself also has an identity that comes from how people see it.
Keywords: consumption behavior, corkcicle, Indonesian customers, identity, social media.

Introduction
Consumption is the use of goods and services with the aim of satisfying a need. It also can be
a tool that allows people to own it, use it or throw it away to meet particular needs.
Consumption is distinct from consumption expenditure, which is the purchase of goods and
services for household use. Most neoclassical economists believe that consuming is the
ultimate goal of economic activity. As a result, the amount of consumption per person is
considered to be a vital indicator of an economy's degree of productivity. Consumption is the
most significant component of Gross domestic product (GDP). Therefore, consumptive
behavior has become fundamental in the current era of globalization. According to
Sumartono (2002), customers purchase because of the following reasons: Buying things for
the sake of winning rewards; Purchasing the goods because the package is appealing;
Purchasing things to preserve one's self-image and prestige; Purchasing things based solely
on price (not than advantages or uses); Purchasing items maintain a status symbol; Using the
product because it conforms to the advertised model; The formation of an opinion that
purchasing a product at a high price will result in a high level of confidence; Trying more
than two products that are comparable.
Human consumption has evolved dramatically over time, shifting from satisfying needs to
satisfying wants (Mitra, et al., 2019). Rapid technological advancements have an impact on
consumer behavior via the internet and social media. The existence of this modernization era
causes the amount of diversity of human requirements to rise in lockstep with the trend.
Attractive and high quality products become a point of reference for every consumer,
resulting in manufacturers offering an increasing number of products and services to
consumers (Khaidarsyah & Haruna, 2021). Consumptive behavior due to technological
advances and trends is also experienced by many customers in Indonesia. One example of
consumptive behavior is the rampant purchase of corkcicles among Indonesian customers.
Corkcicle is a drinking bottle brand that has been circulating on social media lately. Corkcicle
was inspired by the cooler in the bottle. Corkcicle claims to withstand hot and cold water
because it has three layers of 'proprietary layers,' which are considered to keep drinks cold up
to 20 percent longer. It went viral as it was considered different from most drinking bottles
because it has a relatively high price and advantages in quality.
The use of Corkcicle is becoming a trend through social media platforms. Social media is an
Internet-based channel that allows people to engage internationally and selectively display
themselves to large and unlimited audiences who derive value from user-generated content
and perceptions of interactions with others, either in real-time or asynchronously (Carr &
Hayes, 2015). Social media creates many of the latest trends and develops rapidly in society
because of its unlimited audience (Dewing, 2010). The Corkcicle trend phenomenon also
originates from various social media platforms, including Instagram, Twitter, Tiktok, etc. The
trend of using Corkcicle brand drinking bottles is widely followed and discussed by many
customers, especially in Indonesia. Corkcicle is considered different from most drinking
bottles because it has advantages in quality and price. On the official Corkcicle website,
various types of bottles and drinking glasses are available, offered at prices ranging from
hundreds to millions of rupiah. Despite being relatively expensive, Corkcicle is nonetheless
popular and frequently discussed on social media.
In exploring the study of consumptive behavior, it is important to see how other scholars have
done with this subject. From a previous study by Al Farasyi et al. (2021), it is said that social
media, e-lifestyle, and digital culture simultaneously have an influence on consumptive
behavior of Go Food users in Jakarta. The more intense the use of social media, the more
digital a person’s behavior is, and the shift in culture from traditional and manual culture to
digital culture have made an increase in the consumptive behavior of Go Food users in
Jakarta. Apart from that, the phenomenon of consumptive behavior is also found in one of the
K-Pop group fandoms. Through the interviews conducted by Dinningrum and Satiti (2022),
the study examines the way consumption culture is formed in the fandom and reveals that
together with the growth of media technology and the products of pop culture, fans create
their own meaning and culture as key actors within the practice of consumption. Seeing the
enormous role of social media and technology in people’s consumptive behavior, this study
therefore wants to see and observe the current phenomenon of Corkcicle consumption among
Indonesian consumers on various social media platforms. By conducting the research under
the concept of consumerism behavior and Consumer Culture Theory, the aim of this research
focuses on the way in which the culture of Corkcicle consumption is formed among
Indonesian customers of Corkcicle.

Materials and Methods

This study will use a qualitative descriptive method by seeking written and visual
commentary from Corkcicle buyers in Indonesia. The investigation will focus on a number of
written reviews from Indonesian consumers on the internet, that is from social media
platforms. The type of data to be used is written text that highlights posts containing
feedback, as found categorically in product reviews spread across social media. Sources of
data were obtained through several social media platforms. Meanwhile, the data collection
technique is carried out through the collection and examination of research objects.
To look into this issue more comprehensively, an approach revolving around the culture of
consumption needs to be adopted. On that account, this research will be conducted by using
consumer culture theory. In investigating the phenomenon, this approach will enable the
researchers to understand the identity of the consumers in buying a particular product and the
image that the product itself offers.
To analyze the phenomenon of Corkcicle consumption among Indonesian Corkcicle
consumers, this research works within the concept of consumerism behavior and Consumer
Culture Theory. According to the Consumer Culture Theory, cultural systems and social
meaning constructions can influence people’s decisions to purchase particular goods and
services, and this theory explains why contemporary consumption behavior is not solely
driven by economic concerns (Featherstone, 2007).
Consumer behavior relates to a sequential process in which people attempt to satisfy their
needs by benefiting from the goods or services in some way (Semenik, 2012). When people
decide to purchase some product, they do so explicitly to satisfy the emotional benefits they
get from it, rather than just to fulfill their need for the products. To put it another way, this
phenomenon shows that the market provides tools to create identity (Storey, 2017).
Consumption is an important way to express oneself as well, and therefore what we consume
and the way in which we consume it tells a lot about who we are, who we want to be, and
how other people see us. This relates to the individuals’ identity which rather comes from
outside than inside and something that is put or tried, not something that is revealed (Storey,
2017). Thus when buying a product, it also indirectly shows one’s identity.

Discussion
In exploring the way in which Indonesian consumers of Corkcicle form the culture of
Corkcicle consumption on the internet, the results of this problem are achieved using
phenomenological technique, in which the data are based on its relevance to the phenomenon
to be researched. The investigation is concentrated on the selected data from several online
social media, for instance TikTok, Twitter, and Instagram. To obtain a better understanding
and gain the objective of this research, the data were analyzed based on two perspectives,
namely the perspective of personal identity through self-image of the Corkcicle consumers
and the perspective of identity passed on the product through the image of the Corkcicle
product. Therefore, the discussion of this research consists of two categories as in the
following part:

1. Personal Identity: self-image of the Corkcicle consumers

The recent development of media and information technology plays a prominent role in
producing a culture of well-known product consumption. The expansion of technology had
an impact on digital platforms and open access to online marketplace services (Ilyas et al.,
2020; Lestari et al., 2020; Mansur et al., 2019). In this sense, the media became a spreader of
information to popularize a product that can be utilized by an individual. The use of certain
products here can make a new life-style which can show an individual’s identity. The
relationship of a product and an individual’s identity can be seen through the phenomenon of
consumerism behavior over the use of a Corkcicle product. The Corkcicle consumption
culture that occurred among Indonesian consumers began when online platforms became a
place where users of this product can express themselves by displaying Corkcicle products
within their content. Consequently, the use of Corkcicle has become a new life-style for a
large number of people.
Due to the use of Corkcicle has become life-style, Indonesian consumers who had purchased
the product were motivated to buy Corkcicle for displaying their social class status and
shaping their identity. The displaying of their status and identity can be seen in several
platforms of social media, such as TikTok, Instagram and Twitter. A large number of
Indonesian consumers of Corkcicle have joined the trend in the making of content about
Corkcicle and have given various commentaries over this product on such platforms. Until
now, the video content about Corkcicle on TikTok has been uploaded in a large number of
videos by Indonesian consumers of Corkcicle. Also, there are several online platforms which
display the content of Corkcicle users related to the personal identity through self-image of
the Corkcicle consumers. Therefore, in this process of discussion the researchers divide this
part into several categories based on the online platforms, including TikTok, Twitter, and
Instagram.
TikTok
One common online platform among Indonesian consumers of Corkcicle in making their
content video is TikTok. Through TikTok, Indonesian Corkcicle consumers display their
consumerism behavior. There are various name accounts of TikTok users who had posted
videos in relation to display their personal identity through self-image of the Corkcicle
consumers. Several content creators posted about Corkcicle products to influence others to
buy Corkcicle. From their point of view, the discussion of this research chose several data
from their content videos which have gone through the selection process based on its
relevance to the phenomenon to be analyzed. The chosen data have fulfilled the criteria in
relation with the objective of this research. The following part is the selected data from
several TikTok accounts related to the Corkcicle consumers’ behavior.

‘You cannot say it’s a water bottle or tumbler, rather you have to call it as Corkcicle,
just a Corkcicle. Just like you bought a MacBook, you cannot say you are using a laptop, but
you are using a Macbook instead. We have to appreciate the technology within the Corkcicle,
but look at the colors, they’re so beautiful and stylish. I always influence my friends to use
Corkcicle (from TikTok account @c_asti ).’

The Corkcicle user related to the uploaded content video from @c_asti was motivated to buy
Corkcicle for gaining attention of others. The posted video clearly depicts the way in which
she wants to fulfill her personal satisfaction in order to determine her status in social life. In
this sense, the researchers argue that her goal in buying the Corkcicle product is because she
wants to shape her personal identity and to fulfill her inner-satisfaction.
Beside the account of @c_asti, there are two Corkcicle users who bought this product to join
the trend of Corkcicle consumption. Their goal of buying the product is because there is an
urge in following a new life-style trend by using Corkcicle. Through the consumptive
behavior of buying Corkcicle products, they feel that they have become part of the current
Indonesian elite class trend. The following expressions are the data related to this case:

‘Finally I have the most popular drinking bottle in Indonesia, Corkcicle

(@ariefyn.diko).’

‘Though I am not an SCBD worker, but here I am. I am joining the trend “Corkcicle”
(@___miwwww ). ’

‘Everyone used an Iphone then, now they use Corkcicle as well. Can I join your
group? It depends, if you can buy a Corkcicle, you can. It is because you must have a
Corkcicle first. If you do not have it, how can you be accepted in our group?
(@kurniabudhiarti)’

Instagram
The exploration of personal identity through self-image of the Corkcicle consumers brings
the researchers to the platform of Instagram. There are big numbers of uploaded contents in
accordance with the Corkcicle product. To reveal the form of personal identity which made
by Corkcicle consumers, the researchers found only two contents related to the objectives of
this study, as seen on the following data:

“Corkcicle has become popular due to its persona. Don’t you think that if you utilize
the Corkcicle you will feel really cool? Corkcicle is not just a drinking bottle, Corkcicle is
Corkcicle, nothing else (@briefer.id).”
The quotation words above imply that the aim of the creator buying a Corkcicle is to make
the creator's appearance cooler and gain an inner satisfaction. More than that, the creator
believes a Corkcicle cannot be perceived as an ordinary drinking bottle.

Then the researchers of this study found a Corkcicle content creator who had posted content
related to the product as well. The creator thinks that buying a Corkcicle is a validation for a
certain social high class. Given what has been said, the researchers argue that there is a factor
which has carried out such activity with the aim of gaining validation. The factor is the
consumer wants to shape his or her identity through using a Corkcicle and to show the high
social status and income.

“Corkcicle is a validation of the bourgeois elite class of SCBD workers and its
surroundings (@tworubber).”

Twitter
The perspective of personal identity through self-image of the Corkcicle consumers can be
found in Twitter platform as well. Lots of tweets, written content of Twitter, regarding the
Corkcicle product have been posted by numerous accounts. In this sense, the researchers
noted only some tweets related to this perspective. The data are presented in the following
part:
‘Due to the cuteness of Corkcicle, I will display it in the cupboard instead of using it
for drinking @aryasandhiko).’

The @aryasandhiko’s tweet above indicates the determination of buying Corkcicle was based
on irrational considerations. It is because the person behind this account purchased the
Corkcicle not out of primary need, instead of using it for drinking; he rather uses it for
displaying in the cupboard due to the appearance of Corkcicle.

Other than perceiving the Corkcicle as an item as a display for the cupboard, a consumer
from Twitter uses the Corkcicle as the current standard of living instead. That person
compares Corkcicle with another expensive product as the current standard.

‘The Longchamp bag and the Corkcicle bottle make current standard life heavier.
Nevertheless, it depends on the individual taste and their income (@catpicorn).’

According to @catpicorn, the Corkcicle makes the recent standard of living heavier. Then
@catpicorn compares the Corkcicle with Longchamp bag which is considered as an
expensive woman bag. In this sense, the one who has a Longchamp bag and Corkcicle has
high income and comes from an elite class. Then he or she can show their status in social life.

In contrast to @catpicorn, the researchers of this study notice that another Twitter account
assumes the Corkcicle as a self-defense. As a consumer of the Corkcicle product for this
case, the consumer rather gives “Corkcicle” its own meaning.

‘Want to have a Corkcicle for self-defense (@inikenzy).’

In the case above, the account of @inikenzy perceives a Corkcicle as self-defense which can
protect himself or herself from social status mockery. Also, this consumer has a sense of
pride if he or she has a Corkcicle. More than that, the aims of the consumer buying Corkcicle
are to gain a validation status from others and to fulfill the personal satisfaction. The account
of @inikenzy thinks that the Corkcicle can become a self-defense from
 2. Identity Passed on the Product: image of the Corkcicle product
In addition to determining the consumer’s image, a product can also be labeled with an
identity based on how buyers see the product. Usually, consumers must go through several
considerations before eventually deciding to purchase the product. In that sense, Corkcicle
offers three main appeals to attract consumers in buying their products. The first one being
their claim stated in the Corkcicle’s official website in which the company’s drinking bottles
are able to keep things cool for 25 hours and hot for 12. The other one is their various
packagings that range from different sizes to different designs. Lastly, the brand's third appeal
is the received idea of being a must-have item for the socialites, especially among the
Jakartan or SCBD workers. For that reason, this section will be split into three discussions
that talk about the product’s image, that is the claim, the packaging, and the received image
that gradually becomes a stereotype. The data are obtained from the social platform Twitter,
namely under the comment section of Twitter user @hrdbacot.

The Product Claim

From a tweet posted on October 6, 2022 by @hrdbacot, numerous replies were documented
under a post that reuploaded a TikTok video by @c_asti which was talking about the costly
drinking bottle that has been popular recently. Several replies were the product’s consumers
who expressed their intention in buying because of the claims in its quality.
‘Actually [we] can actually put ice cubes in it and [others] say it can last up to 25
hours. At least for personal use, from morning to evening it’s safe, it’s still cold
(@fathureza).”

‘At first, I bought it because I usually like to drink cold [water] and they said it was
really able to store cold water [and maintain it] and when I tried it, it really lasted all day
(@fathureza).’

‘It’s said that it can keep cold water longer. So I was curious and tried it
(@fathureza).’

‘I bought it because of the quality anyway (@moscatobianco).’

‘This was given to me from a friend, but I actually want it too because it can maintain
hot and cold [water temperatures] )@bieberxbts).’

From the consumers’ statement above, a product’s claims are indeed one of the many factors
that will attract people to consider buying a certain product. And the most favored one by the
consumers seems to be its capability in keeping things cool for 25 hours and hot for 12.
However, in order to gain these substantial benefits, one needs to own it to test the claims.
This will tempt people to purchase the product because there is a trust quality to these claims
despite the benefits being invisible to the eye when first deciding to buy. In the marketing of
green products and environmental claims in which the environmental benefits often occur in
the future, this phenomenon is considered a tempting arena for exploitation by untrustworthy
advertisers (Mayer et al., 1993).
Nevertheless, these claims can develop into a brand image seen by consumers. The same
thing happens to a coffee brand with green claims that lead to consumers building up the
same level of green brand image of the company (Chen, Lee, 2015). In essence, the claims
that Corkcicle created appear to be effective in making the brand image as drinking bottles
with the ability to keep cold and hot water for a long duration.

The Product Packaging

Another attraction this brand offers to pull buyers is their abundant design choices. While
they have a variety of basic solid colors on display, they also have a collaboration with many
brands that makes their collections diverse. Hence, the product packaging plays an important
role as a key component in the buying decision, as well as being showcased as a brand
communication gadget that can interact with customers in both physical and virtual forms
(Rambabu, Porika, 2020). Below are the examples of some of the consumers whose product
choices meet their interest and favorable preferences in an item.

‘The red one is my favorite color (@donbell).’

‘I wanted to buy a Corkcicle tumbler last week. I thought about buying the pink or
yellow one but I didn’t. Because when I saw this, I felt like it was specially made for me,
please, the vintage flower drawing [and] the color combination... It’s just perfect
(@qelinci).’

‘To be honest, I bought this just because of the red color (@MrAndreans).’

From seeing the consumers’ consideration in the packaging styles and designs while
purchasing the products, this can later be something that promotes the brand to meet
expectations of the present and potential buyers (Rambabu, Porika, 2020). Pictures of the
product and the consumers’ reviews that surface in several social medias may attract more
people in wanting to have the drinking bottles with cool designs. Thus, making the brand
increasingly known for its attractive and various designs of choice.

The Received Image of the Product

As what has been discussed in the first category of the discussion, while owning the product
can create an identity of the consumers, the product itself could get labeled with the received
image of an elite item for the elite workers. With the people buying it in the interest of being
labeled as “a SCBD worker”, making the product therefore getting labeled as “a SCBD
workers’ must-have item”. Here, the original post from @hrdbacot had just confirmed the
label of Corkcicle as being a hit tumbler for SCBD employees.
‘Have you ever drank [water] from the hit tumbler like SCBD employees? If you
don’t know, this video from our internet sister will tell you. Post a picture if you have one!
(@hrdbacot).’

Meanwhile, not a few of the replies said that they just knew about it being a hit item among
SCBD employees. Even so, this might have just ensured the fact that Corkcicle is only
popular within a certain society, that is those who work at Sudirman Central Business
District. And as a result, this makes the brand exclusive as to receive such an image.

‘To be honest, I just found out that this is a hit among SCBD workers
(@moscatobianco).’

‘I have one and just know that this is labeled as a SCBD worker’s thingy
(@dianrmn).’

‘I just know that it is a hit…? (@bieberxbts).’

Result
Using the concept of consumerism behavior and Consumer Culture Theory, we have
explored the phenomenon of Corkcicle consumption among Indonesian consumers. The
results show that many consumers in Indonesia buy Corkcicles not because they need them
but rather they consider that Corkcicle as a part of their lifestyle to display their social class
status and shape their identity. From the discussion, it is shown that multiple cases are shown
where people are exhibiting their status and identity on social media platforms. They buy and
show Corkcicle to gain a validation status from others and fulfill personal satisfaction. In
addition to determining the consumer’s image, a product can be labeled with an identity
based on how buyers see the product. In that sense, Corkcicle offers three main appeals to
attract consumers to buy their products: the claim, the packaging, and the received image.
Although maybe not everyone buys Corkcicle for their social status, it has been proven that it
gradually becomes a lifestyle stereotype.

Conclusion
Consumerism behavior occurs due to the influence of globalization and the modern capitalist
system. Consumerism is rooted in consumptive and materialistic values, a behavior that arises
from the desire to buy goods or services for personal satisfaction. This study explores the
phenomenon of consumptive behavior towards a brand of Corkcicle drinking bottles by
conducting in-depth observations of several customer reviews and comments on social media
platforms. This research found that many consumers in Indonesia buy Corkcicles not because
they need them but because they perceive Corkcicles as part of their lifestyle to show social
class status and shape their identity. Furthermore, in this phenomenon, besides forming the
identity of customers who use Corkcicle products (ie. rich people, socialites, or Jakarta
employees), the Corkcicle itself also has an identity that comes from how people use and see
it (ie. the product becomes a symbol of Jakarta employees).

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