PERAN INFLUENCER DAN EXPERT DALAM PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN LAMPU BILED PADA AUDIENS OTOMOTIF

Abstract

The rise of social media as an information source has influenced how consumers gather information before purchasing automotive products, including Bi-LED lights. In this process, influencers and experts serve as distinct sources of information; consequently, consumers do not merely receive information directly but also weigh factors such as usage experiences, technical details, and source credibility before making a choice. This phenomenon indicates that the Purchase decision-making process for Bi-LED lights unfolds in several stages and involves evaluating the credibility of information sources. This study aims to describe the consumer Purchase decision-making process for Bi-LED lights based on information obtained from influencers and experts via social media. A descriptive qualitative method was employed, involving five informants selected through purposive sampling. Data were collected through interviews and analyzed according to the five stages of the decision-making process: Need Recognition, Information Search, evaluation, Purchase decision, and post-usage evaluation. The findings reveal that influencers are primarily consulted for information regarding usage experiences and easily understandable explanations, whereas experts serve as references for technical information and product specifications. Trust in both types of sources is established through aspects of competence, attractiveness, and honesty. Consumers also compare information from various sources before finalizing their Purchase decisions.