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Brand promoters (SPG and SPB) in Indonesia: meaning, duties, pay and applying safely

Written by KarirAman editorial team Approved by Kaiser Khan (editor), Updated

SPG and SPB (sales promotion girls and boys) promote products in stores, malls and at events. Paying for a uniform or photos to start is a red flag.

Summary

Medium scam risk
  • Brand promoters, known in Indonesia as SPG or SPB, promote one brand's products in stores or at events and record sales and shelf stock every day.
  • Circular M/6/HK.04/V/2025 bars discrimination on any basis in recruitment and limits age requirements to jobs whose nature demands them.
  • Under PP 35/2021, daily work of 21 days or more a month for three months in a row turns the job into a permanent contract (PKWTT).
  • A promoter vacancy that asks for money for a uniform, training or administration before you work should be treated as suspicious.
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On this page
  1. What is an SPG (sales promotion girl) in Indonesia, and what does the job involve?
  2. What do you need to become a brand promoter in Indonesia?
  3. What is the difference between event, regular and modern trade promoters?
  4. How much does a brand promoter earn in Indonesia?
  5. Which education routes lead to brand promoter work?
  6. What are the working conditions and rights of a brand promoter?
  7. What is the career path for a brand promoter?
  8. What is a beauty advisor (BA) at a cosmetics counter?
  9. How do you apply for a brand promoter job safely?
  10. What interview questions might you be asked for brand promoter jobs?
  11. Which job scams target brand promoter applicants?
  12. Where can you find safe brand promoter vacancies?
  13. Which careers are similar?

What is an SPG (sales promotion girl) in Indonesia, and what does the job involve?

Brand promoters, called SPG (sales promotion girl) or SPB (sales promotion boy) in Indonesia, promote one brand's products directly to shoppers, usually in supermarkets, malls, exhibitions or events. They greet visitors, demonstrate products, explain promotions and encourage purchases. At the end of the day, brand promoters record sales and shelf stock and report to a coordinator or supervisor.

  • Introduce and demonstrate one brand's products in stores, malls or at events.
  • Greet visitors, answer questions and explain current promotions.
  • Arrange products and promotional materials in the brand's area.
  • Record sales, shelf stock and samples handed out every day.
  • Send daily reports to a coordinator or supervisor.
  • Attend product training before a placement or event.
  • Work rotating shifts, including weekends and busy public holidays.

What do you need to become a brand promoter in Indonesia?

Promoter ads in Indonesia usually ask for an SMA or SMK certificate, confidence speaking to people and willingness to work shifts and weekends. Height, looks or unmarried-status requirements that have nothing to do with the work deserve questioning: Minister of Manpower Circular M/6/HK.04/V/2025 bars discrimination on any basis in recruitment and limits age requirements, and Law 13/2003 Article 5 guarantees equal opportunity without discrimination. Promotion experience is a plus, not always a requirement.

What is the difference between event, regular and modern trade promoters?

Event promoters are hired per event or exhibition, usually by the day. Regular promoters are placed in one store or supermarket on a monthly contract. Modern trade (MT) promoters work across supermarket and minimarket chains, often rotating between stores while looking after the brand's shelf and stock. Ads usually state the product category, location, hours and contract length. Check whether the brand owner or an agency hires you, because the party paying you may differ from the brand you promote.

General example, not a vacancy

We wrote this description ourselves from what job ads usually ask for. It is not a vacancy from any company.

Commonly requested requirements

  • Senior high school (SMA) or vocational school (SMK); some ads accept a D3 diploma.
  • Able to speak confidently to strangers.
  • Willing to work shifts and weekends and to stand for long periods.
  • Willing to be placed in different stores or events.
  • Promotion or sales experience is a plus.

Skills

Communication, Product demonstration, Product knowledge, Customer service, Sales record keeping, Teamwork, Physical stamina.

Ministry of Manpower Circular M/6/HK.04/V/2025 bars employers from discriminating on any basis in recruitment. An age requirement is allowed only where the nature of the job genuinely affects ability and it does not remove the chance of work, and the same applies to workers with disabilities. Law 13/2003 Articles 5 and 6 guarantee equal opportunity and treatment without discrimination. JDIH Kementerian Ketenagakerjaan JDIH BPK RI (peraturan.bpk.go.id)

How much does a brand promoter earn in Indonesia?

Brand promoters are paid monthly, daily or per event, sometimes with sales incentives. For monthly workers, PP 36/2021 Article 23 bans pay below the minimum wage, which is the 2026 minimum wage (UMK) of the regency or city where you work, for workers with less than one year of service. We do not show a promoter-specific figure yet, because no data meets our standard. For daily work, PP 35/2021 Article 11 requires a written agreement that states the wage.

Brand Promoter (SPG/SPB): available pay data (as of 8 October 2026)
Data Figure Notes
Pay range in KarirAman verified vacancies Not enough data yet (n < 30)
Average net wage of employees, Wholesale and retail trade (BPS Sakernas May 2026) IDR 2,876,852 reference for the Wholesale and retail trade sector, not specific to this career; net (after deductions) Badan Pusat Statistik
Minimum wage (UMP/UMK) as the floor IDR 2,317,601 to IDR 5,729,876 Lowest 2026 UMP IDR 2,317,601 (West Java), highest IDR 5,729,876 (Jakarta) Micro and small businesses are exempt from the minimum wage rules; pay there is set by agreement and still has a legal floor. Kementerian Hukum RI (peraturan.go.id)

Check your city's minimum wage (2026) Work out your take-home pay How we handle salary data

Which education routes lead to brand promoter work?

Brand promoters need no specific field of study; school leavers from SMA or SMK, especially marketing tracks, are often hired. The modern retail competency standard (SKKNI Ritel Modern, Kepmenaker 16/2018) includes units on selling retail products and coordinating store promotions and events, and the 2022 marketing standard has a unit on brand promotion. The Ministry of Manpower also offers free vocational training through Skillhub.

What are the working conditions and rights of a brand promoter?

Brand promoters in Indonesia are often hired per event or by the day. PP 35/2021 Article 10 says daily work agreements apply only to work of fewer than 21 days a month; if you work 21 days or more for three months in a row, the relationship becomes a permanent contract (PKWTT) by law. Article 11 requires your rights, including social security, to be met. These rules may change once the new Labour Protection Law takes effect.

Legal status: the Labour Protection Law was approved by the DPR and the Government on 6 October 2026 but has not been promulgated and its text is not public. Until it takes effect, the rules on this page apply.

Dewan Perwakilan Rakyat RI (emedia); Kementerian Ketenagakerjaan RI

What is the career path for a brand promoter?

High-performing brand promoters usually move up to team leader or coordinator, managing schedules and reports for several stores, then area supervisor. Experience demonstrating products also leads to retail sales assistant, store supervisor, merchandiser, field sales, event crew, live-commerce host or influencer work for brands, and trade marketing roles at the brand owner's office. Consistent sales reports are the most useful evidence of your performance.

What is a beauty advisor (BA) at a cosmetics counter?

A beauty advisor (BA) is a beauty-brand promoter working at a cosmetics counter in a store or mall: greeting shoppers, asking about skin type and concerns, demonstrating make-up or how to use products, then recording counter sales and stock. Beauty clinic work is different and is covered in our beauty therapist guide. A BA vacancy that makes you buy products or a starter kit before you start is a red flag: the Ministry of Manpower says a fee in recruitment is almost certainly a scam.

How do you apply for a brand promoter job safely?

Applying safely for an SPG or SPB job in Indonesia means knowing who pays you, paying nothing and refusing meetings in unclear places. Check the following before you accept an offer.

  1. Look for the same vacancy on the brand owner's or agency's official site or account.
  2. Check the agency's registered company name in AHU and visit its office address.
  3. Refuse requests for money for a uniform, training, photos or administration.
  4. Keep your original diploma; hand over a photocopy only.
  5. Ask for a written contract naming the brand, location, hours, pay and payment date.

For a wider look at promoter and usher careers, see CariTalent guide to SPG and usher work.

What interview questions might you be asked for brand promoter jobs?

Interview questions for brand promoter jobs often cover how you offer products, targets you have met, dealing with angry customers, what you do when you miss a target, and honesty in selling. Each example below comes with why it is asked and how to answer it. The Ministry of Manpower warns that an instant chat interview without formal confirmation is one sign of a fake job.

Republika (official statement via media)

General examples written by KarirAman, not questions from any particular company. How to practise: read the question, answer it out loud, then open the guidance to compare.

Questions for this field

How do you offer a product to someone who is not interested yet?

Why they ask: The interviewer wants to see how you open a conversation and read people's needs.

How to answer: Explain that you ask about their needs first, explain the benefits that matter to them and accept a no politely.

Tell me about a sales or service target you met.

Why they ask: These jobs are often measured by targets, so evidence of results helps.

How to answer: Give results with figures you can stand behind, such as the number of customers or items, then explain how you got there.

How do you deal with an angry customer?

Why they ask: How complaints are handled decides whether customers come back.

How to answer: Give an example of listening fully, apologising for the trouble, offering a solution within the rules and involving a supervisor when needed.

What do you do when you miss a target?

Why they ask: The recruiter wants to know whether you learn from poor results.

How to answer: Explain how you look for the cause, change your approach and ask a supervisor or experienced colleague for feedback.

How do you stay honest when selling?

Why they ask: Untrue promises hurt customers and can create legal trouble for the company.

How to answer: Say you only promise what the product terms state, explain costs and risks openly and refuse misleading sales tactics.

How do you stay motivated during long shifts at a promotion stand?

Why they ask: In-store and event promotion needs energy and product knowledge all day.

How to answer: Describe how you learn the product and pace yourself. Also ask about hours, breaks and the commission system, and get them in writing.

Common questions that also come up (12 questions)

  • Tell me about yourself.

    Answer in about a minute: where you are now in work or study, two experiences that matter for this job, then why you applied. Personal matters such as family status are not needed.

  • Why did you apply to this company?

    Mention one or two real things you learned from the company's official website, such as its business or services, and link them to your skills.

  • Why are you interested in this role?

    Pick two tasks from the job advert, describe similar things you have done, and say which part you most want to grow in.

  • What are your strengths?

    Name one or two strengths and give short proof: the situation, what you did and the result.

  • What is your weakness?

    Choose a real weakness that is not central to the job, then explain what you are doing to improve it.

  • Tell me about a problem at work or school that you solved.

    Use the STAR pattern: Situation, Task, Action, Result. Focus on what you yourself did and what you learned.

  • How do you work in a team, including when people disagree?

    Give a real example of listening, explaining your view politely and finding a solution everyone accepted.

  • How do you handle pressure or tight deadlines?

    Explain how you set priorities, such as a task list or checking with your supervisor, and give one example of the outcome.

  • Where do you see yourself in two or three years?

    Mention the skills you want to master and the responsibility you hope to take on, without promising things you cannot know.

  • What salary do you expect?

    First research the pay range for the role and the local minimum wage where you would work. Give a range, then ask whether the figure is gross or net and which allowances apply.

  • When can you start?

    Give a realistic date. If you are still employed, mention the notice period in your current contract so you do not break it.

  • Do you have any questions for us?

    Ask about the contract type, working hours, base pay and allowances, the next selection step and when results are announced. Ask for the offer in writing.

Warning signs in interviews (6)

  • The interview happens only by WhatsApp or Telegram chat with no formal invitation, or you are pushed to be interviewed on the spot.

    What to do: Ask for a written invitation from a company-domain e-mail address, then match the contact with the official website you look up yourself.

    Republika (official statement via media)Kompas TV (official statement via media)detikFinance

  • You are asked to pay for a test, a psychological test, a medical check-up, training or a uniform, or to book tickets and a hotel through an appointed agent with a promise of reimbursement.

    What to do: Do not transfer anything. The Ministry of Manpower says legitimate recruitment does not charge applicants.

    Kompas TV (official statement via media)Republika (official statement via media)Koran Jakarta (official statement via media)PT Bank Central Asia Tbk (BCA)

  • The interview is held in a hotel room, a private house or another closed place that is not an office, or the location keeps changing. An invitation to stay overnight, or any sexual demand, as a condition for being hired or for renewing a contract is also a warning sign.

    What to do: Ask for the interview at the office or a public place, tell someone close to you where you are, and leave if you feel unsafe. Sexual demands can be reported to the police or the local manpower office (Disnaker). If you are in danger, call the police.

    Koran Jakarta (official statement via media)detikBali (detik.com) (official statement via media)Medcom.id (official statement via media)

  • You are asked for a photo of your KTP or family card, a selfie holding your ID, your bank account number, an OTP code, a PIN or a password before any written job offer.

    What to do: Do not send them. OJK says never to give an OTP, PIN or password to anyone, and identity data can be misused for illegal online loans.

    Kompas TV (official statement via media)Otoritas Jasa Keuangan (Sekretariat Satgas PASTI)Koran Jakarta (official statement via media)

  • The interview invitation arrives as an app file (APK) or a link that asks you to install an app.

    What to do: Do not open it. OJK and Kominfo warn that fake APK files can read SMS messages with OTP codes and then drain bank accounts.

    CNN Indonesia (official statement via media)

  • After the interview you are asked to hand over your original diploma or other original personal documents as a guarantee for the job.

    What to do: Ministry of Manpower Circular M/5/HK.04.00/V/2025 bars employers from requiring or holding original diplomas and personal documents as a guarantee for the job. The only exception is a diploma or competency certificate from education or training paid for by the employer under a written employment agreement, and the employer must keep it safe and compensate you if it is damaged or lost. Otherwise, show them for checking, then take them home.

    Dinas Tenaga Kerja Kota Batam (meneruskan SE Menteri Ketenagakerjaan RI)

In danger or held at an interview location? Call the police:

See all interview questions Build an ATS CV Write a cover letter

Which job scams target brand promoter applicants?

Fake promoter vacancies often use a famous brand's name, then ask for money for a uniform, training, photos or an agency administration fee before you work. The Ministry of Manpower says a fee in recruitment is almost certainly a scam. Another trick is demanding your original diploma as contract security, although Minister of Manpower Circular M/5/HK.04.00/V/2025 bans employers from holding diplomas and personal documents.

Warning signs in brand promoter job ads

  • You are asked to pay for a uniform, training, photos or an agency administration fee before you start.
  • The interview happens only by chat, and you are told you are hired straight away without any selection.Republika (official statement via media)
  • Your original diploma or documents are demanded as security for the contract.CNBC Indonesia (official statement via media)
  • The recruiter claims to represent a famous brand, but the vacancy is not on that brand's official channels.
  • You are asked for bank account or other sensitive personal details before any formal interview.Otoritas Jasa Keuangan (Sekretariat Satgas PASTI)
  • The ad requires a certain age, height or unmarried status that has nothing to do with the work.JDIH Kementerian Ketenagakerjaan

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Where can you find safe brand promoter vacancies?

Safe promoter vacancies usually come from brand owners' careers pages, registered promotion-staff agencies or the Ministry of Manpower's Karirhub portal. Check the agency's registered company name in AHU and ask for a written contract naming the brand, location, hours and pay. A genuine interview takes place at an office or workplace with a clear address. KarirAman does not list verified promoter vacancies yet.

No verified vacancies for this role yet

We only list vacancies we have checked. In the meantime, look for jobs on these official channels.

Which careers are similar?

See other careers in Sales and marketing

Frequently asked questions

Are appearance requirements in promoter job ads legal in Indonesia?

Minister of Manpower Circular M/6/HK.04/V/2025, dated 28 May 2025, bars employers from discriminating on any basis in recruitment. An age requirement is allowed only where the nature of the job genuinely affects ability and it does not remove the chance of work. The circular does not name height or appearance, but Law 13/2003 Articles 5 and 6 guarantee equal opportunity and treatment without discrimination. If such requirements have nothing to do with the work, you can still apply and report the ad through the Ministry of Manpower complaints channel.

Are daily-paid brand promoters entitled to BPJS?

Yes. PP 35/2021 Article 11 requires employers using daily work agreements to put them in writing, state the wage and fulfil workers' rights, including the right to social security. Ask for proof of your BPJS Ketenagakerjaan membership, especially if you work repeatedly for the same brand or agency.

What is the difference between being hired by an agency and by the brand itself?

Many SPG and SPB promoters in Indonesia are employed by an agency or outsourcing company rather than the brand owner. PP 35/2021 Article 18 says an outsourced employment relationship must be in writing, and that pay, welfare and working conditions are the outsourcing company's responsibility. So make sure you know the registered name of the agency paying you, not just the brand you promote.

How can you attend a promoter interview or casting safely?

Go to the agency's office or a workplace whose address you can check, never a private place. The OJK Satgas PASTI scam booklet advises making sure the website and social media accounts announcing the vacancy are official, and confirming the company exists by contacting it directly. Pay nothing, and bring a friend or family member if you have doubts.

Who wrote and reviewed this page?

Written by KarirAman editorial team Published Updated

Prepared with AI assistance. Checked against official sources and approved for publication by Kaiser Khan (editor). Approval date: .

Sources

The facts on this page come from these sources. Dates show when we opened them.

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How to cite

KarirAman (2026). Brand promoters (SPG and SPB) in Indonesia: meaning, duties, pay and applying safely. Updated 8 October 2026. https://kariraman.com/en/careers/brand-promoter/

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Change log
  • : Titles and headings now match common searches; added promoter types, a beauty advisor section and corrected wording of the anti-discrimination circular.