Pengaruh Big Five Personality dan Self Construal Terhadap Impulsive Buying Pada Konsumen E-Commerce

Pragiwaka Manggala Adji Masnur Alif, Dewi Syarifah

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Penelitian ini bertujuan untuk mengetahui pengaruh big five personality dan self construal terhadap impulsive buying pada konsumen e-commerce di Indonesia. Pada penelitian terdahulu telah diketahui bahwa terdapat pengaruh antara big five personality serta self construal secara terpisah pada impulsive buying. Namun hasil yang didapat beberapa penelitian terdahulu tidak konsisten satu sama lain. Penelitian ini adalah penelitian kuantitatif dengan menggunakan metode survei melalui kuesioner online menggunakan skala big five inventory versi Indonesia, self contrual scale, dan buying impulsiveness scale. Hasil analisis menunjukkan adanya pengaruh big five personality dan self construal secara bersama-sama dengan impulsive buying pada konsumen e-commerce di Indonesia. Dimensi yang signifikan berpengaruh terhadap impulsive buying adalah dimensi extraversion dan neuroticism. Hasil penelitian ini dapat digunakan sebagai panduan penerapan strategi pemasaran bagi perusahaan e-commerce di Indonesia.

 


Kata Kunci


big five personality; e-commerce; impulsive buying; self-construal

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Referensi


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