<![CDATA[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.]]>
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