Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal JIMEK
Ramita Agustin
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
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 Agung Rizki Putra Raka Raka Reza Syakif Afendi Rifki Adi Nugraha Sinurat