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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Tjokro, Hadi Wijaya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Too Much to Digest: How Transparency and Social Buzz Fuel Gluten-Free Confusion Tjokro, Hadi Wijaya; Teofilus, Teofilus; Kaihatu, Thomas Stefanus; Efrata, Tommy Christian; Rizqi, Osama
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 2 (2026): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i2.9270

Abstract

This study aims to analyze the relationship between information transparency, information ambiguity, and information overload on gluten-free products, as well as the influence of social contagion on the relationship. The research method used is a survey by distributing questionnaires to consumers of gluten-free products. The results of the study indicate that there is a significant positive correlation between information transparency and information ambiguity, and a positive correlation between information ambiguity and information overload. In addition, social contagion has also been shown to moderate the relationship between these variables. These findings indicate that consumers want clear, complete, and relevant information about gluten-free products. However, they are often faced with ambiguous and excessive information, which can cause confusion and difficulty in making decisions. Social media plays an important role in disseminating information about gluten-free products, both accurate and inaccurate. This study suggests the importance of increasing information transparency, reducing ambiguity, and managing the dissemination of information through social media to increase consumer satisfaction with gluten-free products.
Co-Authors Rizqi, Osama Teofilus Teofilus, Teofilus Thomas Stefanus Kaihatu Tommy Christian Efrata