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The Big Five Personality: Agreeableness, Conscientiousness, Extroversion, Neuroticism, Openness to Experience Terhadap Impulsive Buying Behavior Pada E-commerce Gen Z Surabaya

Year: 2025

Type: article

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.

Source: JURNAL LENTERA BISNIS

DOI: 10.34127/jrlab.v14i2.1454

Authors: Esti Purwaningtyas, Laily Muzdalifah, Muhafidhah Novie, Afifatus Sholikhah

Institution: Universitas Nahdlatul Ulama Sidoarjo

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4410213542

FWCI:

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