| NIM | C1B022027 |
|---|
| Namamhs | AOUNI NURUL AFIFAH |
|---|
| Judul Artikel | Dampak Information Overload Terhadap Decision Postponement Dalam Pembelian Kosmetik dan Skincare Online Pada Generasi Z Indonesia |
|---|
| Abstrak (Bhs. Indonesia) | Pesatnya perkembangan e-commerce di Indonesia meningkatkan paparan informasi pada konsumen Generasi Z dalam pembelian produk kosmetik dan skincare. Kondisi ini memicu kelebihan informasi yang dapat menyebabkan kebingungan konsumen serta respons psikologis berupa emosi negatif dan disonansi kognitif yang berdampak pada penundaan keputusan dalam konteks belanja produk kosmetik dan skincare online. Penelitian ini bertujuan untuk menganalisis pengaruh Information overload dan consumer confusion terhadap decision postponement dengan peran mediasi negative emotion dan cognitive dissonance. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari sebanyak 133 responden yang termasuk generasi Z berusia 18 hingga 28 tahun dan pernah memasukkan produk kosmetik dan skincare, namun tidak segera melakukan pembelian dalam kurun waktu tiga bulan terakhir. Data dianalisis menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa information overload berpengaruh positif dan signifikan terhadap consumer confusion, namun tidak berpengaruh signifikan terhadap decision postponement. Selanjutnya, consumer confusion berpengaruh positif dan signifikan terhadap decision postponement, negative emotion, dan cognitive dissonance. Negative emotion tidak berpengaruh signifikan terhadap decision postponement, sedangkan cognitive dissonance berpengaruh positif dan signifikan terhadap decision postponement. Selain itu, negative emotion tidak terbukti memediasi hubungan antara consumer confusion dan decision postponement, sedangkan cognitive dissonance terbukti memediasi hubungan tersebut secara positif dan signifikan. |
|---|
| Abtrak (Bhs. Inggris) | The rapid growth of e-commerce in Indonesia has increased Generation Z consumers’ exposure to information when purchasing cosmetics and skincare products. This situation has led to information overload, which can cause consumer confusion and psychological responses such as negative emotions and cognitive dissonance, resulting in decision postponement when shopping for cosmetics and skincare products online. This study aims to analyze the influence of information overload and consumer confusion on decision postponement, with negative emotion and cognitive dissonance acting as mediators. Using a quantitative approach, data were collected from 133 respondents who are Generation Z members aged 18 to 28 years and had viewed cosmetic and skincare products but did not make a purchase within the last three months. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that information overload has a positive and significant effect on consumer confusion but does not significantly affect decision postponement. Furthermore, consumer confusion has a positive and significant effect on decision postponement, negative emotion, and cognitive dissonance. Negative emotion does not have a significant effect on decision postponement, whereas cognitive dissonance has a positive and significant effect on decision postponement. Additionally, negative emotion was not found to mediate the relationship between consumer confusion and decision postponement, whereas cognitive dissonance was found to positively and significantly mediate this relationship. |
|---|
| Kata kunci | Information overload, Consumer confusion, Negative emotion, Cognitive dissonance, Decision postponement, Kosmetik, Skincare, Online, Generasi Z |
|---|
| Pembimbing 1 | Dr. Larisa Pradisti, S.E.,M.Si |
|---|
| Pembimbing 2 | |
|---|
| Pembimbing 3 | |
|---|
| Tahun | 2026 |
|---|
| Jumlah Halaman | 93 |
|---|
| Tgl. Entri | 2026-04-29 07:39:06.119561 |
|---|