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Eddy
Universitas Pelita Harapan
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The Influence Of Big Five Personality Traits On Online Impulse Buying Behavior Of Shopee Medan Customers: Pengaruh Big Five Personality Traits Terhadap Perilaku Pembelian Impuls Online Pada Pelanggan Shopee Medan Vanessa; Eddy
Jurnal Kolaboratif Sains Vol. 8 No. 9: September 2025
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/jks.v8i9.8681

Abstract

The rapid growth of the internet has altered shopping behaviors, increasing online impulse buying behavior. However, Shopee experienced a decrease in the number of website visits, signifying a decline in consumer engagement. Therefore, the writer researches to study the Big Five Personality Traits as factors that might influence online impulse buying behavior. The Big Five Personality Traits, comprising openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism are closely linked to customer interactions with online platforms, spontaneous buying decisions, and impulsive purchase, depending on personal characteristics and emotional states. The study employed the IBM SPSS V.30 for quantitative research. Both descriptive and causal approach were used. The research was conducted on a sample of 100 individuals utilizing convenience sampling. This study passed the validity, reliability, normality, multicollinearity, heteroscedasticity and multiple linear regression test, resulting in the regression equation ? = 2.562 + 0.090?1 + 0.135?2 + 0.165?3 + 0.101?4 + 0.134?5. Based on the hypothesis testing results, the Big Five Personality traits influence online impulse buying behavior of Shopee Medan customers, either partially or simultaneously. Additionally, the Big Five Personality traits influence 72.4% of online impulse buying behavior. The writer suggests Shopee to include elements that encourage creativity and idea cultivation, provide clearer guidance and decision-making tools, improve feedback features, incorporate more prominent and accessible social responsibility features, and improve customer assistance.
Co-Authors Agus Susanto Agus Susanto Albert Albert Albert Ali Syah Putra Ali Syah Putra Ali Syah Putra Ali Syah Putra Arifin Arifin Arifin Benny Lim Benny Lim Benny Lim Bertha Nerpy Siahaan Diana Afriani Eddy Gunawan Eddy Gunawan Edward Harnjo EDWARD HARNJO Erina Alimin Erina Alimin Erina Alimin Erina Alimin Erina Alimin Felix Leonardi Gurning, Lenny Hutabarat, Gloria Cahaya Julida Javerson Simamora Juliana, Juliana Jung Sen Kosasih, Hengky Sarah Yosefine Siboro Solly Aryza Sri Aprianti Tarigan SUSANTO Susanto Theng, Bestadrian Prawiro Vanessa Wijaya, Elyzabeth Yenni Yenni Yenni