THE BIG FIVE PERSONALITY: AGREEABLENESS, CONSCIENTIOUSNESS, EXTROVERSION, NEUROTICISM, OPENNESS TO EXPERIENCE TERHADAP IMPULSIVE BUYING BEHAVIOR PADA E-COMMERCE GEN Z SURABAYA

Esti Purwaningtyas; Laily Muzdalifah; Muhafidhah  Novie; Afifatus  Sholikhah

doi:10.34127/jrlab.v14i2.1454

Authors

Esti Purwaningtyas Universitas Nahdlatul Ulama Sidoarjo
Laily Muzdalifah Universitas Nahdlatul Ulama Sidoarjo
Muhafidhah Novie Universitas Nahdlatul Ulama Sidoarjo
Afifatus Sholikhah Universitas Nahdlatul Ulama Sidoarjo

DOI:

https://doi.org/10.34127/jrlab.v14i2.1454

Keywords:

Big Five Personality, Impulsive Buying, E-Commerce, Generation Z, Consumer Behavior

Abstract

Impulsive buying behavior in e-commerce is increasing among Generation Z, especially in Surabaya. This study aims to analyze the influence of Big Five Personality : Agreeableness, conscientiousness, extroversion, neuroticism, and openness to experience on impulsive behavior in online shopping. This study involved 170 Generation Z e-commerce users from Surabaya, using a quantitative purposive sampling approach. The study shows that agreeableness and neuroticism have a significant positive effect on impulsive buying, while conscientiousness has a negative impact. Meanwhile, extroversion and openness to experience do not show a significant effect on impulsive buying behavior. The results indicate that personality plays an important role in determining the tendency to make impulsive purchases in e-commerce.

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