Memahami Dinamika Rasionalitas dan Emosional dalam Konteks Pengambilan Keputusan di Dunia Bisnis

This research aims to understand the dynamics of rationality and emotions in the context of decision making in business. A literature study method is used by collecting literature from various sources related to rationality, emotions, and their interactions in business decision making. The results showed that business decision making needs a balanced approach between rationality and emotions. Rationality bases decisions on logical processes based on facts, through evaluating alternatives and choosing optimal options. Meanwhile, emotions play an important role through heuristics, motivation, perception, and evaluation. The implications for business practice are the importance of balancing rationality with emotions to make better and more sustainable decisions.