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Agung Rizki Putra
Program Studi Ekonomi, Fakultas Ekonomi, Universitas Bangka Belitung
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : JIMEK

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Paradox of Choice: Apakah Terlalu Banyak Pilihan Produk di Platform Shopee Dapat Mempengaruhi Keputusan Pembelian Konsumsi Reza Syakif Afendi; Raka Raka; Ramita Agustin; Rifki Adi Nugraha Sinurat; Agung Rizki Putra
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 1 (2025): Maret : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i1.6443

Abstract

In the era of rapidly developing e-commerce, one of which is the Shopee platform, consumers are often faced with a variety of seemingly unlimited product choices. The Paradox of Choice is a psychological phenomenon that explains how too many choices can cause confusion and dissatisfaction, even inhibiting purchasing decisions. The development of e-commerce has increased the number of product choices available to consumers. This study shows that too many choices can cause a paradox of choice, which can affect consumer decisions. This study aims to investigate the effect of the paradox of choice on consumption in e-commerce, especially Shopee. This article uses a quantitative research method that is strengthened by primary data based on the results of a questionnaire given to several respondents. The results of the study show that the paradox of choice can affect consumer decisions and reduce consumption. Therefore, this study concludes that e-commerce needs to develop strategies to reduce consumer cognitive load and improve the overall shopping experience.
Co-Authors Abdurahman Abdurrahman Afwa, Nurul Akbar , M.Faisal Andeni, Ingka Andieni, Naura Fakhira Anggiani, Hikmah Anggreni, Revi ANNISA SALSABILA Apriana, Melani Aprilian, Rahil Imainul Ariandi A Zulkarnain Armaya, Armaya Armeta, Ayu Ary Fakturrachman Aryansyah Astuti, Fitria Awaliyah, Safira Ayu Wulandari Ayu Wulandari Cahyani, Septia Citra Devi Valeriani Donesia, Dora Fadilla Nurul Istiqomah Faisal Akbar, Muhammad Febriani, Nesa Fitriyanti, Eka Hamsani Hamsani, Hamsani Hasbi, Sulizal Hera , Hera Idzuka, Vinka Illiana Illiana Indah Noviyanti Intan Sania Ivonne, Fattaya Listy Karimah, Nabila Kustiawan, Elyas Lidyawati, Lidyawati M. Afdal Samsuddin M. Afdal Samsuddin Mahanani, Kurnia Linda Martina, Emy Misbahul Munir Misbahul Munir Mumtaz, Keisya Taqiyya Abrara Mumtaz Novita Herlissha Novita Herlissha Nurhayati Nurul lestari Okarina, Sherren Oktavia, Shela Oktavia, Winda Pelyssa, Wela Pratiwi, Sepka Priscilla, Jenny Putri, Elda Erica Putri, Sinditya Putri, Windy Dwi Rachmadhy, Dhevan Rahmadina, Sajida Rahmadoni, Firman Rahmani, Zikri Raka Raka Ramadhan, Marselino Ramita Agustin Refinika, Meidi Reza Syakif Afendi Rifki Adi Nugraha Sinurat Rizal, Debby Belpa Rozi S., M. Afdal Saiyati Samssudin, M. Afdal Samsuddin, M Afdal Samsuddin, M. Afdal Sania, Ina Sari, Cik Artika Mayang Shela Sianturi, Marta Ria Br. Sintya Enjel Sulistia Susanterilila Suwinda Taufik Hidayat Theresia, Belina Yunie Tiara Fitari Tiara Fitari Tri Rizkidianto, Muhammad Sadiq Triana, Dita Ulfa Ulfa Uzumaki, Aditya Wahyudi, Intan Nabilla Putri Wijaya, Eric Lindra YANTO YANTO Zikri Rahmani