Information Ambiguity, Information Over-Load and SME’s Sustainability

This research examines the connection between information ambiguity, information overload, and purchase intention in the context of Micro, ‎Small and Medium Enterprises (MSMEs) in East Java. Utilizing the Stimulus-Organism-Response (SOR) theory, the study employs me-‎diation regression with SPSS PROCESS, to test the proposed hypothesis. Data was collected from 535 participants out of the total of 550 ‎who were successfully recruited, with an overall response rate of 97%. The results indicate that information ambiguity has a low direct im-‎pact on purchase intention (β = 0.0821). Nevertheless, when assessing the indirect effect, it was discovered that information ambiguity can-‎not affect purchase intention in the absence of information overload (β = 0.3641). These findings have theoretical implications, highlighting ‎the importance of extending or modifying the SOR concept to account for the role of information overload as a mediator in the relationship ‎between stimulus (information ambiguity) and response (purchase intention). From a managerial perspective, these findings emphasize the ‎significance of MSMEs carefully managing the information they convey to consumers and improving their understanding of consumer ‎behavior and the factors that influence purchasing decisions. By doing so, they can develop more effective marketing strategies and ‎strengthen their relationships with consumers, thus supporting the growth of their business in a competitive environment.