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

doi:10.55606/jimek.v5i1.6443

Authors

Reza Syakif Afendi Universitas Bangka Belitung
Raka Raka Universitas Bangka Belitung
Ramita Agustin Universitas Bangka Belitung
Rifki Adi Nugraha Sinurat Universitas Bangka Belitung
Agung Rizki Putra Universitas Bangka Belitung

DOI:

https://doi.org/10.55606/jimek.v5i1.6443

Keywords:

Paradox of Choice, Shopee, Consumption

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.

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