THE BIG FIVE PERSONALITY: AGREEABLENESS, CONSCIENTIOUSNESS, EXTROVERSION, NEUROTICISM, OPENNESS TO EXPERIENCE TERHADAP IMPULSIVE BUYING BEHAVIOR PADA E-COMMERCE GEN Z SURABAYA

Esti Purwaningtyas (Universitas Nahdlatul Ulama Sidoarjo)
Laily Muzdalifah (Universitas Nahdlatul Ulama Sidoarjo)
Muhafidhah Novie (Universitas Nahdlatul Ulama Sidoarjo)
Afifatus Sholikhah (Universitas Nahdlatul Ulama Sidoarjo)

JURNAL LENTERA BISNIS
Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025

Impulsive buying behavior in e-commerce is increasing among Generation Z, especially in Surabaya. This study aims to analyze the influence of Big Five Personality : Agreeableness, conscientiousness, extroversion, neuroticism, and openness to experience on impulsive behavior in online shopping. This study involved 170 Generation Z e-commerce users from Surabaya, using a quantitative purposive sampling approach. The study shows that agreeableness and neuroticism have a significant positive effect on impulsive buying, while conscientiousness has a negative impact. Meanwhile, extroversion and openness to experience do not show a significant effect on impulsive buying behavior. The results indicate that personality plays an important role in determining the tendency to make impulsive purchases in e-commerce.