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


INTRODUCTION
The local skincare market in Indonesia is very competitive. Local skincare products offer international standards for quality with lower price. This strategy match with the needs of most Indonesian's consumers for skincare products (Khairani et al., 2021). Therefore, with such competition, international brands may face difficulties when trying to compete with local Indonesian skincare brands.
Since Covid-19 pandemic, many local Indonesian skin care brands have been launched and proliferated the market by offering various types of the skin care products from head to toe at the same time. Brands such as Avoskin, Somethinc, Mineral Botanica, Whitelab, Lacoco, Scartlett Whitening, and many more have become the choice of Indonesian consumers. The identity of local skin care could be seen from their official website or their social media. In addition, their campaigns also openly stated that they were local brands, e.g., Avoskin with #fromlocaltoglobal campaign. According to one outsourcing cosmetic manufacturing Adev.co.id (2022), it has recorded that more than 750 cosmetics brands are registered in Indonesia FDA body (BPOM) including Glamione, Skincafe, Li Beauty, FN Glow, Dr+eam, Lovena, Daffodi Beauty, Deehaes, and others. Not only profile rating with variants, but local brands also provided abundant information in order to educate the consumers about their brands and products. This situation might create confusion among consumers when they have to choose the right brand or product for their skin condition (Cameron & Rubin, 2019) And can lead to information overload that influences the final purchase decision (Krishen et al., 2011). In digital era, where information can be easily accessible through social media, e-commerce and virtual collaboration (Roetzel, 2019), it is crucial to minimize information overload and present the right amount of information to consumers so that they can make an easy and smooth purchase (Cameron & Rubin, 2019).
The use of e-commerce as a new preferred distribution channel for 88% of Indonesian consumers has increased by 25% in the year 2021 (Lidwina, 2021) (Aditantri et al., 2021. The ease of using of the internet and e-commerce to obtain information about brands and products can lead to a significant increase in information overload (Cameron & Rubin, 2019;Roetzel, 2019).
With so many choices in the marketplace and an abundance information available about brands and variantions, what factors will influence people to purchase local skin care? Will information overload either confuse the consumer or speed up the decision? Will information overload slow down the decision making?
This research identified factors that influenced consumer when buying local skin care brands under information overload situation as normally seen in social media or e-commerce. The research adopted the concept of Theory of Planned Behaviour to explain the influencing factors to purchase intention moderated by information-overloaded situation. The chosen channel is e-commerce for the context of information overload. Previous research about information overload has demonstrated that the role of information overload may be a mediator that affects the purchase of a product (Hu & Krishen, 2019). In this study, information overload will be tested as moderator variable to check if it might strengthen or weaken the behaviour to purchase intention. Skincare is a product with a high level of involvement, and people take time to make a decision by searching for more information.

RESEARCH METHODS Measurement
This study has several sections to identify the factors that influence consumer' intent to buy skin care products when faced with an overload of brand information. the item's questionnaire is adopted form several studies such as Karr-Wisniewski & Lu (2010) and Soto-Acosta et al. (2014). Attitude variable is adapted from Singh & Banerjee (2018). Then there four variables as antecedent for attitude which are brand awareness, brand loyalty, brand association, and perceived quality are adapted from Ilham & Mat (2012), Khan et al., (2015), and Moise et al., (2019). For subjective norms, this study then adapts items from Filieri et al. (2017) and Salem & Salem (2018). In addition, there are three items for perceived behavioural control (Ilham & Mat, 2012;Salem & Salem, 2018). Finally, this study will measure consumer intent to buy and use items adapted from Khan et al. (2015).

Sampling
Researchers use the Lameshow calculation to determine the sample size because Lameshow is used to get the sample size without knowing the size of the population (Lemeshow et al., 1990). Lameshow calculates that the minimum sample size that needs to be collected is 96, so this study will conduct at least 100 respondents. Online surveys and nonprobability sampling (judgmental sampling) are used to collect sample data. Respondents are those who use skincare products and those who have already purchased local skincare products through e-commerce. Respondents should purchase and use local skincare brands because they had (or had not) already experienced confusion situation when deciding whether to purchase a product under many choices and information available.

Data Analysis
This study uses PLS-SEM (Partial Least Square SEM) because this research explores exploring an existing structural theory, and PLS-SEM can compute complex structural models with relatively small samples with very similar results (Hair et al., 2014).

RESULTS AND DISCUSSION Respondent Characteristics
In identifying respondents, the researcher asked several basic demographic questions in the survey, such as age, gender, occupation, income per month, and domicile. Most of the respondents who filled out this survey were between the ages of 18-25, with a total of 91 people (91%) and dominated by women as many as 83 people (83%). Most of the respondents' occupation is student (76%) and have monthly income ranges from Rp 1,000,001 -Rp 30,000,000 (45%).

Measurement Model
A validity and reliability test show that Cronbach's Alpha (CA) and Composite Reliability (CR) are in range of 0.721 and 0.902. It meets the minimum value for CA and CR, which is 0.7 (Hulland, 1999). Several items have been eliminated (PQ3 and SN3) because its factor loadings are lower than 0.7. The standard to meet the convergent is that factor loading must be greater than 0.7 (Hair et al., 2014). As directed by Hair et al. (2014) besides factor loading, the minimum value for AVE is above 0.5 and it has been fulfilled for each construct (the requirement with a value between 0.595 -0.822).   (2014) stated that the AVE of each latent construct should be higher than the construct's highest squared correlation with any other latent construct (Fornell-Larcker criterion), and the load of the indicator should be higher than all its cross-loadings. And all constructs have met this criterion. Only H3, H4, H5, and H7 are supported. Thus, it can be concluded that perceived quality and brand loyalty give positive effect as an antecedent to attitude towards local skin care. Furthermore, attitude and perceived behavioural also have a significant effect on purchase intention, different from the subjective norms which do not appear to influence purchase intention.
In addition, by using Smart-PLS, it can be analysed the indirect effect of brand awareness, brand loyalty, perceived quality, and brand association to purchase intention. The only indicator that has a significant effect to purchase intention, with attitude as the mediation variable is perceived quality control.
Moreover, as a moderation variable, information overload does not have a moderating effect on the relationship between attitude toward local skin care, subjective norms, and perceived behavioural control to purchase intention to buy local skin care products. Although information overload does not have a moderating effect, it still influences purchase intention directly with a p-Value of 0.046.
It is known that the value of R 2 for purchase intention is 0.435 and R 2 for attitude is 0.461. It can be concluded that attitude, subjective norms, and perceived behavioural control have affect purchase intention by 43.5%. As well as attitude that is influenced by brand awareness, brand loyalty, perceived quality, and brand association by 46.1%. Hence, it can be said that the influence to purchase intention and attitude explained by those variables are considered low to moderate. According to Hair et al. (2014), the R 2 value of 0.75, 0.50, 0.25 for endogenous latent variable can be specified respectively as substantial, moderate, or weak in the structural model.
Local skin care brands are in high demand by Indonesians. Price, quality, many product variations available are some reasons why consumers prefer local skin care brands products. For instance, Avoskin -one of Indonesia local skin care brands even already spread its wings to the international market.

Figure 2. Avoskin Campaigns -Local to Global
The attitude toward local skin care actually does not depend on the strength of brand, but the improved quality of local skin care has influenced the attitude toward local skin care, as shown in the research. When consumers expose to the high quality of the local skin care, it brings a positive attitude towards the local skin care. A study by Aakko & Niinimäki (2022) supported this research which said perceived quality positively impacts attitudes. Although the brand awareness and brand image do not influence the attitude toward local skin care, the brand loyalty has. It is an inconsistent with the branding rule. However, since the awareness of skin care category is quite high (people are not only in search of products with good packaging or products that already have BPOM label, but also product safe), which is shown by the high penetration of skin care in Indonesia, when the products show good quality, it will induce their loyalty to the brand (Bernarto et al., 2020) The more consumers feel satisfied and trust the brand, the more loyal and frequent they purchase (Bernarto et al., 2020), perceived good quality has improved the trust to the local brand. Local brand is most of the time considered as inferior to the international brand. If it creates the perceived good quality, it seems the trust has been built and the brand loyalty will be improved. It is supported by Le et al. (2021) that stated brand loyalty influenced attitudes positively.
When consumers show a good attitude towards a local skin care brand, they consider the brand's products to be of good quality and useful. This result is supported by previous studies about people's attitudes towards intention to buy skin care, which stated that attitude positively impacts purchase intention (Chin et al., 2018;Christine et al., 2020;Mamun et al., 2020). This research also studied the impact of attitudes on purchase intention under information overload conditions about the brand and the information. Information overload was found to have no significant moderating effect between attitude and intention to buy. From this result, it can be said that the increase in information does not affect the attitude of consumers who purchase local skin care products. This can happen because consumers do not change their attitude towards local skin care brand once they have established an attitude that the brand is good and useful. Overload information is actually influencing the purchase intention in positive way.
Brand awareness and brand association do not significantly impact attitudes toward local skin care. This may be because each consumer, especially women as the dominant local skin care users, has their own perception of a particular brand, so even though they know and recognize the brands, they still stick to their personal preference. This finding is inconsistent with a study by Lu et al. (2014) who found that brand awareness affects attitude. This may be because these two studies have different contexts, where the previous study takes sponsored recommendation post as the context. Unlike skin care products that can be used directly, claim a sponsor recommendation post requires a complete understanding and belief in the brand's products.
It also is shown that subjective norms do not appear to affect consumer's intention, especially young adult women to purchase skin care products from local brands. This may be because skin care products are considered as experience products that can give different results for each person. Therefore, that intention to buy skin care products is not influenced by social pressure from other people. This result in line with study conducted by Christine et al. (2020) and Mamun et al. (2020) that found that subjective norms or social influences have no significant effect on purchase intention. The situation where information is overload does not strengthen or weaken information, attitude, and subjective norms toward buying intention. If consumers already have their own brand preferences, overload information will not affect consumers' intention to buy other brands.
Lastly, perceived behavioural control seems to positively influence purchase intention in buying local skin care brands. As it's known, perceived behavioural control is a person's ability to perform a particular behaviour and people tend to engage in behaviour that is more accessible to achieve (Bamberg & Moser, 2007). It can be said that in local skin care category, the consumers have already been able to make decision without being disturbed by overload information. It can also be seen from the average total spending in buying skin care that up to Rp 500,000 (USD 40) which means they have enough control to purchase skin care products. This finding is in line with a study conducted by Christine et al. (2020) that found that perceived behavioural control significantly impacts purchase intention. It stated that individuals' beliefs about certain factors would enhance a consumer's purchase interest. This study also examines the relationship between perceived behavioural control and purchase intention under the information overload condition. The result showed that when people face an overload information, it does not affect their behavioural control when purchasing local skin care products. This may be because the external information will not change consumers' beliefs or perceptions about their intention to purchase local skin care products. Moreover, in the condition of information overload, consumers still have their own perception of their ability on buying local skin care products.

CONCLUSION AND SUGGESTIONS
The primary purpose of this study is to identify how overload information about local skin care brands affect consumer's purchase intention. This suggests that information overload neither strengthens nor weakens consumer's willingness to buy. No matter how much information is available, both from platforms (websites, social media, e-commerce) and from other people, that amount of information does not change people's intent to buy local skin care brands. Therefore, local skin care brands should not hesitate to provide as much information about their brands as possible on all available platforms. In fact, this research shows that brand loyalty positively impacts purchase intent. So, it is safe to assume that once people already loyal to the brand, the amount of information will not change their intention to buy local skin care brand. Local skin care brands can use any platform offered on the internet to share information about their brands and product. Simple tools are, for example, social media such as Instagram, Tiktok, Facebook. Affordable prices allow sellers to advertise their products and attract consumers' attention.
To be able to create purchase intention, attitude, and perceived behavioural control should be present. In other words, as long as consumers are willing to buy, they are likely to buy the product. This is because consumers have a positive attitude towards purchase intention and are in control of their behaviour. The perceived quality of local skin care brands and the loyalty to the brand can influence the attitude. Adding with the perceived behavioural control, in this case, the confidence that the consumers are able to pursue the behaviour, are the main influence for purchase intention on local skin care. This result has shown that the ability of local skin care brands to perceive as a good quality brand in the affordable price are main reasons why people buy. The excessive amount of information about brands does not have a moderating effect on attitude, subjective norms, and perceived behavioural control in influencing people's intentions to buy skin care products. Therefore, the local skin care should not limit themselves when they share the information massively in social media.