The rapid proliferation of short-form video platforms such as TikTok, Instagram Reels, and
YouTube Shorts has significantly transformed digital media consumption, particularly among
young adults. While these platforms offer entertainment, information, and social interaction,
concerns have emerged regarding their potential cognitive impacts. This study investigates the
relationships among motivation, short video engagement, self-regulation, and memory among
Indonesian undergraduate students. Using a quantitative survey-based approach, data were
collected from 878 respondents aged 14–25 years and analyzed using Partial Least Squares–
Structural Equation Modeling (PLS-SEM). The results reveal that motivation has a strong and
significant positive influence on short video engagement. Furthermore, short video engagement
exerts a significant negative effect on memory performance, indicating that higher engagement is
associated with lower memory capacity. Self-regulation shows a significant positive direct effect
on memory but does not significantly moderate the relationship between short video engagement
and memory. These findings suggest that although self-regulation enhances memory, it is
insufficient to counteract the negative cognitive effects associated with high short video
engagement. This study provides important theoretical and practical insights into the cognitive
risks of excessive short video consumption and highlights the need for digital self-regulation
strategies among students.