Tulipa, Diyah (2015) Banyaknya Jenis Pilihan Produk dan Pengaruhnya terhadap Kepuasan dan Penyesalan Konsumen dalam Proses Pengambilan Keputusan. Banyaknya Jenis Pilihan Produk dan Pengaruhnya terhadap Kepuasan dan Penyesalan Konsumen dalam Proses Pengambilan Keputusan, 15 (2). pp. 233-245. ISSN p-ISSN : 1412-1824 e-ISSN : 2443-1265
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Abstract
This study examined Excessive Choice Effect (ECE) on consumers’ decision making. Consumers are like to choose a bundle of product that consists of extensive choice. However, extensive choice sometimes make consumers are confused, do not willing to buy a product and decrease satisfaction with purchased products. The aims of this study are: first, to investigate the number of product choice lead to consumer satisfaction or consumer regret. Second, to explore whether there is a difference on satisfaction and regret between limited product choice and extensive product choice. The results suggest that consumers are satisfied and have no regret on limited product choice. Vise verse, when consumer makes a decision-making in extensive product choice, consumers are dissatisfied and feel regret. The results also confirm that there is a difference on satisfaction and regret between group with extensive product choice and limited product choice.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Pilihan terbatas, Pilihan berlebih, Excessive choice effect |
| Subjects: | Entrepreneurship |
| Divisions: | Journal Publication |
| Depositing User: | F.X. Hadi |
| Date Deposited: | 21 Apr 2022 06:17 |
| Last Modified: | 21 Apr 2022 06:17 |
| URI: | http://repository.ukwms.ac.id/id/eprint/29852 |
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