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Pengaruh Dimensi Big Five Personality Traits terhadap Online Impulse Buying pada Gen-Z Pengguna E-Commerce

Year: 2026

Type: article

Abstract: This study examines the effects of the Big Five Personality Traits on online impulse buying among Generation Z e-commerce users in Jakarta. A quantitative survey was conducted involving 240 respondents selected through purposive sampling. The data were analyzed using Partial Least Squares–Structural Equation Modeling with SmartPLS 4. The findings indicate that agreeableness, extraversion, neuroticism, and openness to experience have positive and significant effects on online impulse buying, while conscientiousness has no significant effect. The R-square value of 0.628 indicates that the five personality dimensions explain 62.8% of the variance in online impulse buying. These findings confirm that social, emotional, and openness-related characteristics contribute to impulsive purchasing behavior among Generation Z consumers.

Source: Ekopedia Jurnal Ilmiah Ekonomi

DOI: 10.63822/d9117398

Authors: Mahmudi, Shauqi Rizqulloh, Munawaroh, Munawaroh, Hermawan, Sabo

Institution: State University of Jakarta

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W7222523925

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