Implications of Big Five Personality on Impulse Buying on the Culinary Business in the City of Banda Aceh

Aisah Maharani, Aida Fitri, Muhammad Andi

Abstract


This research aims to test and analyze the influence of the Big Five Personalities on Impulse Buying, reviewing Extaversion, Agreeableness, Conscientiousness, Neuroticism, Openness to Experience. This research method uses a quantitative approach. The total sample for this research was 100 respondents. Samples are determined using the Slovin formula. Sample collection used Probability Sampling Technique with Proportionate Stratified Random Sampling type. Hypothesis testing uses multiple linear regression analysis at a confidence level of 95% (α = 0.05). The results of this research are that Extaversion partially has a significant effect on impulse buying. Egreeableness partially influences impulse buying. Conscientiousness partially influences impulse buying. Neuroticism has a partial effect on impulse buying. Openness to experience has a significant effect on impulse buying. Simultaneously, Extaversion, egreeableness, conscientiousness, neuroticism, openness to experience has a significant effect on impulse buying.


Keywords


Big five personality; Impulse buying; Culinary

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DOI: https://doi.org/10.30601/humaniora.v9i2.6942

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© Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum. Published by Center for Research and Community Service (LPPM) University of Abulyatama, Aceh, Indonesia. 2019