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All Journal Ekopedia: Jurnal Ilmiah Ekonomi
Shauqi Rizqulloh Mahmudi
Universitas Negeri Jakarta
Economics, Econometrics & Finance

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Pengaruh Dimensi Big Five Personality Traits terhadap Online Impulse Buying pada Gen-Z Pengguna E-Commerce Shauqi Rizqulloh Mahmudi; Munawaroh Munawaroh; Sabo Hermawan
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 4 (2026): OKTOBER-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/d9117398

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.
Co-Authors Hermawan, Sabo Munawaroh Munawaroh