Pengaruh Big Five Personality dan Self Control Terhadap Impulse Buying (Studi Pada Mahasiswa Administrasi Bisnis Universitas Pembangunan Nasional “Veteran” Jawa Timur Yang Pernah Melakukan Pembelian Di Guardian Store Surabaya) - Atika, Atika; Andarini, Sonja (Program Pascasarjana STIE Amkop Makassar, 2023)
Impulse buying merupakan bentuk dari reaksi cepat tanpa adanya rencana untuk memutuskan berbelanja. Pembelian impulse memiliki perilaku umum yang sangat berakar pada faktor personal dan self control. Salah satu pendekatan dari teori personality yaitu big five personality yang dikemukakan oleh McCare dan Costa. Penelitian ini bertujuan untuk mengetahui pengaruh big five personality dan self control terhadap impulse buying. Penarikan sampel mengunakan metode purporsive sampling. Uji analisa data yang digunakan dalam penelitian ini mengacu pada uji regresi linier berganda. Berdasarkan hasil penelitian yang telah dilakukan dapat disimpulkan bahwa, Openness (X1), Conscientiousness (X2), Extraversion (X3), Agreeableness (X4), Neuroticism (X5) dan Self Control (X6) secara simultan berpengaruh signifikan terhadap Impulse Buying (Y). Variabel Openness, Extraversion, Agreeableness, Neuoroticism, secara parsial berpengaruh positif terhadap Impulse Buying. Variabel Conscientiousness dan Self Control secara parsial berpengaruh negatif terhadap Impulse Buying. Kata kunci : big five personality, self control dan impulse buying Abstract Impulse buying is a form of quick reaction without any plans to decide to shop. Impulse buying has a general behavior that is deeply rooted in personal factors and self control. One approach from personality theory is the big five personality put forward by McCare and Costa. This study aims to determine the influence of big five personality and self control on impulse buying. Withdrawal of samples using purposive sampling method. The data analysis test used in this study refers to the multiple linear regression test. Based on the results of the research that has been done, it can be concluded that Openness (X1), Conscientiousness (X2), Extraversion (X3), Agreeableness (X4), Neuroticism (X5) and Self Control (X6) simultaneously have a significant effect on Impulse Buying (Y . Variables Openness, Extraversion, Agreeableness, Neuroticism partially have a positive effect on Impulse Buying. Conscientiousness and Self Control variables partially have a negative effect on Impulse Buying. Keywords: big five personality, self control and impulse buying