Rojali and Rohana: A Reflection of Social Needs and Self-Image

The phenomenon of groups that rarely buy (Rojali) and groups that only ask questions (Rohana) in shopping centers has been widely discussed lately. Social needs, self-actualization, and self-image are the factors behind this phenomenon.

Ratna Yunita Setiyani Subardjo, a psychology lecturer at Universitas ‘Aisyiyah (Unisa) Yogyakarta, explains that there are several factors behind the Rojali and Rohana phenomena. First, social needs, where humans have a need to interact with others, and shopping malls can be a place to fulfill this need.

Second, self-actualization, where some people may visit shopping malls to show their social status or to feel part of a certain group. “Third, self-image, where some people pretend to be interested in buying something to create a positive impression in the eyes of others. We want to have a positive impression, but tomorrow people may have forgotten or not met us again,” explained Nita on Saturday (August 2, 2025).

Nita said that sometimes people want to gain a positive impression from others, that someone has the means to shop even if they are just looking and asking questions. “After all, looking and asking questions today doesn’t mean they won’t buy in the future,” said Nita.

Nita said that sometimes people want to make a positive impression on others, that they have the means to shop even if they are just browsing and asking questions. “After all, browsing and asking questions today doesn’t necessarily mean they won’t buy anything in the future,” said Nita.

On the other hand, there are times when economic capabilities are limited, so it is necessary to save money or compare prices in several places. Sometimes, people end up not buying anything because they select and feel that the item is not important or necessary.

“Our purchasing power will decrease if we want to buy something after considering various factors. This is not only negative, but also positive. Saving money actually makes us more economical. It can also serve as entertainment for those who are tired at home, engaging in social contact and communication with others, and asking questions can be a form of healing to maintain a sense of social connection with others. So, it can also be a form of personal entertainment for us,” Nita explained.

Lessons from the Phenomenon of Rohana and Rojali

Nita revealed that the trend of Rojali and Rohana provides several important lessons for society, especially regarding maturity in socializing. Maturity is not only about personal development and personality, but maturity and adulthood in socializing are also necessary for lasting relationships and communication with others based on mutual understanding, acceptance, and mutual benefit.

“There are several things we can take as benefits or lessons from the trends of Rohana and Rojali. First, about consumption and existence. This phenomenon shows that consumption and existence are not only about buying things, but also about how we present ourselves in front of others,” said Nita.

Second, about social image. Our social image is not only shaped by what we have, but also by how we interact with others and present ourselves on social media. “Third, about empathy and understanding. This phenomenon shows that we need to be more empathetic and understand the social meaning behind other people’s behavior, not just see it from the perspective of ridicule or sarcasm,” said Nita.

Nita invites us to view this phenomenon more wisely and not merely from the perspective of mockery for following social trends and egocentrism. We need to understand that everyone has different needs and motivations, and we need to be more empathetic and understanding of one another. “Because the best people are those who can feel when others are hurting. Yes, we understand that hurting is like this, so don’t do it,” said Nita.

Nita mentioned that similar phenomena are likely to continue emerging in the future, taking on new forms. She likened it to a virus: once a cure like a vaccine is found, it will mutate. “Human behavior is the same—it evolves and adapts with the times, especially with technological advancements and changes in consumer behavior. We need to continuously monitor and understand these changes to adapt and grow harmoniously, so we can maintain mental health,” concluded Nita.