WILL INFORMATION OVERLOAD SITUATION FACILITATE PEOPLE TO BUY IN SOCIAL MEDIA & E-COMMERCE? CASE OF LOCAL SKIN CARE BRANDS IN INDONESIA

The pandemic has opened the opportunity for local skincare brands to launch their variants in social media. proliferation of communication about and its media provides consumers with sufficient even overload information make purchase decision. from preferred brand also other might create confusion among have impact intention skin care Indonesia. Using TPB theory dimensions equity as antecedent attitude toward care, this study aims determine whether will influence on when products are sold PLS-SEM, shows that does not give a moderation effect intention.