CUSTOMERS INFORMATION BEHAVIOR OF INDONESIAN PERSONAL SHOPPER ON INSTAGRAM

Abstract

Purpose of the study:  The development of technology has brought a very significant change in the field of marketing. One of the most visible transformations is the growth of digital marketing channel. The online media will facilitate the buyer in choosing the products they want through the online shop. However, there are also customers whom prefer personal shopper services than shopping on the official online store by themselves. This study aims to determine the customers information behavior of Indonesian personal shopper on Instagram  by answering some research questions by elaborating Engel, Kollet, Blackwell (EKB) Model and consumer information behavior in the digital environment. Methodology: This study uses virtual ethnography method. In this study, the researchers conducted observations participatory. Main Findings: The results show that some of the online customers prefer personal shopper than the product’s official online store because of the personal touch given by personal shopper during the transaction process. In purchasing products, customers have identified their needs, they also have seek for information from several different personal shoppers to reduce asymmetric information, evaluating information, making decision and showing their satisfaction level regarding the services by giving testimonials. Applications of this study: The results of this study are expected to contribute to the development of online business in Indonesia, including in the regulation of online marketing. Novelty/Originality of this study: Research about the customers information behavior of personal shopper on Instagram  in this study is elaborating  Engel, Kollet, Blackwell (EKB) Model and  customer information behavior in the digital environment.