The Impact of Big Five Personality towards Impulsive Buying Behavior

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Published Mar 31, 2022
DOI https://doi.org/10.29138/ijebd.v5i2.1733

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Firda Deviyana Rizki
Universitas Padjadjaran
Arianis Chan
Universitas Padjadjaran
Cecep Safa’atul Barkah
Universitas Padjadjaran
Pratami Wulan Tresna
Universitas Padjadjaran

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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Vol 5 No 2 (2022): March 2022
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Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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