The Impact of Big Five Personality towards Impulsive Buying Behavior

International Journal of Entrepreneurship and Business Development: IJEBD

article

Firda Deviyana Rizki¹  Arianis Chan¹  Cecep Safa’atul Barkah¹  Pratami Wulan Tresna¹ 

[1] Universitas Padjadjaran

关键词: Big Five Personality;    Consumer Personality;    Impulsive Buying;   

DOI  :  10.29138/ijebd.v5i2.1733

来源: LPPM of Narotama University Surabaya

【 摘 要 】

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.

【 授权许可】

Unknown