Artikel Ilmiah : C1B022086 a.n. ILMA RAHMA PUTERI
| NIM | C1B022086 |
|---|---|
| Namamhs | ILMA RAHMA PUTERI |
| Judul Artikel | DECISION POSTPONEMENT DALAM PEMBELIAN PRODUK FASHION ONLINE: DAMPAK INFORMATION OVERLOAD |
| Abstrak (Bhs. Indonesia) | Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data dari 138 responden yang memiliki pengalaman membeli produk fesyen secara online dan pernah menunda keputusan pembelian dalam tiga bulan terakhir. Data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS versi 4.1.1.2. Hasil penelitian menunjukkan bahwa information overload berpengaruh signifikan terhadap consumer confusion dan decision difficulty, yang selanjutnya memengaruhi decision postponement. Temuan ini memberikan wawasan yang berharga bagi UMKM fesyen dalam memahami perilaku konsumen serta merumuskan strategi pemasaran digital yang lebih efektif. |
| Abtrak (Bhs. Inggris) | In the digital era, the high penetration of internet and e-commerce platforms has reshaped consumer behavior, particularly in the fashion industry. Despite the increasing accessibility of information, consumers often experience decision postponement — a behavior of delaying purchase decisions — as a result of excessive information exposure. This study aims to examine the influence of information overload on consumer confusion, decision difficulty, and decision postponement, as well as the impact of consumer confusion and decision difficulty on decision postponement in the context of online fashion shopping. Using a quantitative approach, data were collected from 138 respondents who had experience purchasing fashion products online and had postponed a purchase within the last three months. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS 4.1.1.2 software. The results show that information overload has a significant effect on both consumer confusion and decision difficulty, which in turn influence decision postponement. The findings provide valuable insights for fashion SMEs in understanding consumer behavior and formulating more effective digital marketing strategies. |
| Kata kunci | Information Overload, Consumer Confusion, Decision Difficulty, Decision Postponement, Online Fashion |
| Pembimbing 1 | Dr. Larisa Pradisti SE, M.Si |
| Pembimbing 2 | Isti Riana Dewi S.E.,M.M. |
| Pembimbing 3 | |
| Tahun | 2025 |
| Jumlah Halaman | 12 |
| Tgl. Entri | 2026-01-08 14:18:06.075941 |