7 Out of 10 Indonesians Feel More Positive After Taking a JEDA Break

Jakarta, CNBC Indonesia - PT Global Digital Niaga Tbk (Blibli), supported by the Ministry of Communication and Digital Affairs, the Ministry of Trade of the Republic of Indonesia, Bank Indonesia, and the Indonesian E-commerce Association as an accelerator, has introduced a social experiment presenting JEDA (Jangan Reaktif, Evaluasi, Double-check, Ambil keputusan dengan tenang). This step is taken as a simple approach to respond more wisely in both offline and online spaces. The initiative aims to encourage the habit of pause culture, stopping for a moment before acting, in both online and offline environments. JEDA is presented as a strategic step to strengthen consumer protection and digital literacy through the microsite jeda10detik.com. As a space for micro-pauses as well as a social experiment, Blibli wants to invite the public to take a 10-second JEDA before responding to various pieces of information, to be more prudent and not easily ignited. The social experiment, running from 19 February to 31 March 2026, involved more than 158,000 residents of +62. From this, it was found that seven out of ten admitted to feeling calmer after taking a 10-second JEDA. This shows that a short pause can help reduce impulsive responses and bring clarity before making decisions. The JEDA initiative emerges amid the high intensity of digital interactions, where society is increasingly accustomed to reacting quickly without pause. Data from the Indonesia Anti Scam Center records 432,637 scam complaints with total losses of Rp9.1 trillion in the period from 22 November 2024 to 14 January 2026. Meanwhile, the APJII 2025 Survey shows that 22.12% of Indonesian internet users have experienced online scams. Given this situation, ongoing and collaborative efforts involving various stakeholders are needed to strengthen digital literacy and encourage the creation of more empowered, critical, and resilient consumers in facing increasingly rapid dynamics. “As a pioneer in the omnichannel trading ecosystem, Blibli is committed to delivering trustworthy experiences at every point of interaction. The JEDA initiative stems from the understanding that the quality of decisions is not only determined by speed but also by clarity, so we want to provide experiences that are not only fast but also instill confidence, both online and offline. This aligns with the ongoing consumer protection efforts championed by various stakeholders to bring a sense of security to the public,” said Blibli’s Head of PR, Nazrya Octora, in an official statement on Wednesday (29/4/2026). With the increasingly dense flow of information that often triggers impulsive responses, the 10-second JEDA is believed to help calm the mind before reacting. This approach is reinforced from a psychological perspective. Psychologist Irma Agustina explains that the habit of giving a short pause before responding can help create space for reflection and calm the mind. “There are several simple ways that can help us create a brief pause to calm the mind. For example, taking deep breaths a few times, doing a short relaxation by closing the eyes for a few seconds, or simply stretching the body. These practices also align with the JEDA initiative through jeda10detik.com from Blibli, where a short pause can help reduce impulsive responses and give space for the mind to be clearer before making decisions,” she explained. 10 Things to Learn from the 10-Second JEDA Blibli also identified several findings related to public behaviour in responding to impulsive urges. Here are the things that can be learned: 1. Clickbait content still wins! We released clickbait content that seemed impossible. It turns out curiosity made residents still click, then enter jeda10detik.com. 2. Baby Boomers are the most responsive They aged 65+ are the quickest to click on clickbait banners (7.06%) higher than Gen Z aged 18-24 years (3.43%). 3. Anyone can fall for it Not just the strongest race on Earth sometimes falls into impulsive traps (women: 52%), but it can happen to anyone (men: 48%). 4. Predictable! The most clicks are in big cities The most reactive (7.81%) clicked a lot from Jakarta, but Depok (2.22%) and Surakarta (2.05%) don’t want to lose! 5. When busy, why get trapped?! Scrolling doesn’t just happen when relaxed, but during busy hours it’s most vulnerable: 09.00, 11.00, 13.00, and 15.00 WIB. 6. Careless doesn’t recognise red dates It turns out traffic spikes occurred during: early Ramadan (17-21 February), long weekend (5-8 March), and Eid holiday (26-28 March). 7. The simple one is the most liked The simple gamification on jeda10detik.com is often played repeatedly and effective for JEDA. Psychologically, this approach helps divert impulsive urges into simple activities that still feel satisfying. “By diverting impulsive energy into cognitively satisfying activities, we are actually training self-control in a fun way,” said Irma Gustiana. 8. Become calmer when trying mindful activities Three micro-pauses on jeda10detik.com with the lowest replay rate come from the mindful category. The real definition of quality over quantity. “Calmness is not about how long, but how felt. If playing once already makes you ‘relieved’, it means the mindful goal is achieved,” added Irma. 9. Take a 10-second JEDA so as not to be easily ignited Most residents started JEDA with a normal mood, even annoyed. However, after a 10-second JEDA, seven out of ten residents reported feeling calmer and more relaxed. 10. Conscious decisions need a short JEDA Just 10 seconds at www.jeda10detik.com These findings were then shared in the JEDA Space forum: “Take a 10-Second JEDA to Not Be Ignited”, which brought together cross-sector stakeholders to examine this phenomenon.