PENGARUH THE BIG FIVE PERSONALITY TERHADAP PEMBELIAN IMPULSIF DI E-COMMERCE PADA MAHASISWA
Abstract
This study aims to examine the influence of The Big Five Personality traits (Agreeableness, Conscientiousness, Extraversion, Neuroticism, and Openness to Experience) on impulsive buying behavior on e-commerce platforms. The rapid growth of e-commerce has transformed consumer behavior among Generation Z students, particularly regarding spontaneous purchasing decisions that may be influenced by individual personality traits. This study employed a quantitative approach with a correlational research design. Data were collected through questionnaires distributed to active students from the 2019–2025 cohorts. A total of 193 respondents were selected using probability sampling with a simple random sampling technique. The data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression with the assistance of IBM SPSS Statistics version 29.0. The results indicate that: (1) Agreeableness has a positive and statistically significant effect on impulsive buying behavior (t = 11.562, p < 0.001); (2) Conscientiousness has a positive and statistically significant effect (t = 8.900, p < 0.001); (3) Extraversion has a positive and statistically significant effect (t = 7.548, p < 0.001); (4) Neuroticism has a negative but statistically insignificant effect (t = −0.195, p = 0.846); and (5) Openness to Experience has a negative but statistically insignificant effect (t = −0.375, p = 0.708). These findings suggest that certain dimensions of The Big Five Personality traits are significantly associated with impulsive buying behavior among students.
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