Seven in ten Indonesians feel more positive after taking a 10-second JEDA pause
PT Global Digital Niaga Tbk (Blibli), with support from the Ministry of Communications and Digital, the Ministry of Trade, Bank Indonesia, and the Indonesian E-commerce Association as accelerators, introduced a social experiment that presents JEDA (Don React, Evaluate, Double-check, Decide calmly) as a simple approach to respond more wisely in offline and online spaces.
The initiative aims to foster a pause culture to stop briefly before acting, both online and offline. JEDA is presented as a strategic step to strengthen consumer protection and digital literacy, via the microsite jeda10detik.com. As a micro-pause space and social experiment, Blibli invites the public to take a JEDA of 10 seconds before responding to various information, to be wiser and not easily triggered.
The social experiment, running from 19 February to 31 March 2026, involved more than 158,000 Indonesians (+62). The results show that seven in ten reported feeling calmer after performing the 10-second JEDA, indicating that a brief pause can help reduce impulsive responses and bring clarity before making a decision.
The JEDA initiative arrives amid high levels of digital interaction, as people become more accustomed to reacting quickly without a pause.
Data from the Indonesia Anti Scam Center recorded 432,637 fraud complaints with total losses of Rp9.1 trillion from 22 November 2024 to 14 January 2026. Meanwhile the APJII 2025 survey shows 22.12% of Indonesian internet users have experienced online fraud.
In light of this, sustainable and collaborative efforts involving various stakeholders are needed to strengthen digital literacy and to create consumers who are more empowered, critical, and resilient in the face of rapidly changing dynamics.
“As the pioneer of the omnichannel commerce ecosystem, Blibli is committed to delivering trusted experiences at every interaction point. The JEDA initiative stems from the understanding that the quality of a decision is not only determined by speed, but also by clarity, so we aim to offer experiences that are not only fast but also trustworthy, both online and offline. This aligns with consumer protection efforts advocated by many stakeholders to create a sense of safety for society,” said Nazrya Octora, Head of PR Blibli.
With the information flow increasingly dense and often triggering impulsive responses, the 10-second JEDA is believed to help calm the mind before reacting. The approach is reinforced from a psychological perspective.
Psychologist Irma Agustina (ayankirma) explains that the habit of giving a brief pause before responding can help create space for reflection and calm the mind.
“There are several simple ways that can help us create a momentary pause to calm the mind. For example, taking a few deep breaths, performing a short relaxation by closing the eyes for a few seconds, or simply stretching. These practices are also aligned with the JEDA initiative through jeda10detik.com from Blibli. A brief pause can help reduce impulsive responses and give space for the mind to be clearer before making decisions,” she says.
Blibli has also identified a number of findings related to public behaviour in responding to impulsive urges. Here are the takeaways:
- Clickbait content still rules!
We publish content that looks unbelievable. It turns out curiosity keeps people clicking, then they move to jeda10detik.com.
- Baby Boomer generation is the most responsive
Those aged 65+ are quickest to click banners of clickbait (7.06%) higher than Gen Z aged 18-24 (3.43%).
- Anyone can be mistaken
Not only the strongest race on Earth falls for impulsive traps (women: 52%), but it can happen to anyone (men: 48%).
- Spot on! The most clicks come from large cities
The most reactive (7.81%) click a lot from Jakarta, but Depok (2.22%) and Surakarta (2.05%) also do not want to be left behind!
- When busy, you get trapped?!
Scrolling occurs not only when at leisure, but during busy hours: 09.00, 11.00, 13.00, and 15.00 WIB.
- Lateness does not recognise public holidays
Traffic spikes occur during: the early Ramadan (17-21 February), long weekend (5-8 March) and Lebaran holiday (26-28 March)
- Simpler is preferred
The simple gamification on jeda10detik.com is often played repeatedly and effective for JEDA. Psychologically, this approach helps redirect impulsive urges into simple activities that still feel satisfying.
“By redirecting impulsive energy into cognitively satisfying activities, we are essentially training self-control in an enjoyable way,” says psychologist Irma Gustiana.
- You become calmer when trying mindful activities
Three micro-pauses on jeda10detik.com with the lowest replay rate come from the mindful category. Quality over quantity is the actual definition.
“Calmness is not about how long, but how it feels. If one play already brings relief, it means the mindful goal was achieved,” adds Irma.
- Take the 10-second JEDA, so you don’t get easily triggered
Most people start JEDA with a normal mood, even irritable. But after the 10-second JEDA, seven in ten people report feeling calmer and more relaxed.
- Conscious decisions need a brief JEDA
Just 10 seconds on www.jeda10detik.com. This finding was then shared in the Ruang JEDA forum: “Take a 10-second JEDA to Not Be Triggered”, which presented pem