The Impact of Big Five Personality towards Impulsive Buying Behavior
Abstract
Purpose: This research aims to determine which type of The Big Five Personality impacted the impulsive buying behavior of TnT Rajut’s customers.
Design/methodology/approach: This research proposes two strategies based on TnT Rajut’s SWOT analysis, social media activation and bundling price strategy.
Findings: Based on the calculated data from respondents, it is shown that Openness to Experience, Extraversion, and Agreeableness impacted the impulsive buying behavior.
Research limitations/implications: Meanwhile, Conscientiousness and Neuroticism didn’t impact impulsive buying behavior.
Originality/value: This paper is original
Paper type: Research Paper
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