The Impact of Big Five Personality towards Impulsive Buying Behavior

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

IJEBD (International Journal Of Entrepreneurship And Business Development)
Vol 5 No 2 (2022): March 2022

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