Kostumer

Kostumer is the Indonesian term used to refer to a person who purchases goods or services from a business. It is commonly heard in retail, hospitality, and professional services, and is often used in marketing, sales, and customer interactions to denote the buyer or client.

Etymology and usage context: The word kostumer is a loanword from English customer, spreading through Indonesian usage with influence from Dutch and Malay language contact. In Indonesian, it coexists with the native term pelanggan. While pelanggan is a more general, neutral word for consumer, kostumer is frequently employed in sales contexts to imply an individual customer or a customer segment that a business aims to attract and retain.

Role in business practice: In everyday commerce, kostumers are central to customer relationship management, service quality, and loyalty programs. Marketing communications may address kostumers directly, focusing on satisfaction, experience, and repeat business. From a regulatory perspective, kostumers are protected by consumer rights frameworks, and businesses are expected to handle complaints, honor warranties, and provide fair treatment.

Regional notes and ambiguity: The term kostumer is most common in Indonesia and is understood in some Malay-speaking regions. In formal or official contexts, pel­anggan is often preferred. Outside Indonesian-speaking areas, kostumer can be confused with English spellings and meanings; in English, costumer refers to a person who makes or wears costumes, not a customer. This potential ambiguity highlights the importance of clear context in cross-language communication.