Hubungan Tipe Kepribadian Big Five dengan Impulsive Buying pada Mahasiswi Unisba

Abstract

Abstract—Online purchases are very popular and have become an alternative in this modern era. Online purchases can make it easier to purchase goods and services for anyone, including students of the Islamic University of Bandung. Students of the Islamic University of Bandung show unplanned online purchasing behavior that results in regret afterward. There are various factors that influence impulsive buying, one of which is personality. Student personality traits will influence female students in their behavior, one of which is shopping behavior. The purpose of this study was to obtain emipirical data regarding the closeness of the relationship between the big five personality type and the impulsive buying of female students at the Islamic University of Bandung. The research method used was correlational with 157 female respondents. The measuring instrument used is the Big Five Inventory (BFI) from Oliver Jhon (1999) which has been adapted by Neila Ramdhani (2012) and the Impulsive Buying Tendency (IBT) from Verplanken & Herrabadi (2001) which has been adapted by Astrid Gisela Herrabadi (2003) . The analysis technique used is the Rank Spearman technique. The results showed that there are big five personality types that have a significant positive relationship with impulsive buying are extraversion (0.635 and p <0.5), agreeableness (0.584 and p <0.5), neuroticism (0.538 and p <0.5). ), and opennes to experience (0.595 and p <0.5). Meanwhile, concientiousness (-0.514 and p <0.5) has a significant negative relationship with impulsive buying.

Keywords—Impulsive Buying, Big Five Personality, Big Five Personality Type, Online Shopping, Female Students