NAVIGATING INFORMATION OVERLOAD FOR SUSTAINABLE DIGITAL FUTURES IN STUDENTS

Abstract

This study aims to investigate the influence of information overload on students' decision postponement in purchasing local skincare products, with social media exhaustion acting as a mediating variable. The research targets 150 university students in Purwokerto, a digitally active demographic frequently exposed to promotional content on social media platforms such as TikTok and Instagram. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with the SmartPLS software. The results indicate that information overload significantly contributes to decision postponement, and this relationship is partially mediated by social media exhaustion. Students who experience excessive and conflicting information tend to suffer from digital fatigue, which reduces their ability to make timely and confident purchasing decisions. The findings highlight the urgency of addressing cognitive and emotional burdens caused by unfiltered digital exposure. From a managerial perspective, the study provides valuable insights for local skincare brands to design more ethical, targeted, and sustainable digital marketing strategies that align with the psychological well-being of their student audiences.