The effect of big Five model (BFM) personality traits on online impulsive buying: Evidence from website user in DKI Jakarta area
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Mahesa, Gregorius
Subject
H Social Sciences (General)
Datestamp
2022-01-25 04:45:49
Abstract :
According to data from BPS Indonesia, website usage as sales media decreased from 10.89% in 2019 to 4.96% in 2020. Compared to the marketplace and social media, a website can costumize many aspects needed for brandings such as display, navigation, layout design, and much more. This is why maintaining sales on a website is considered essential. To increase website usage as sales media, marketers and business owners can promote impulse buying by targeting specific customers with a high inclination on making an impulse buying and tailoring advertisements according to each personality type. The purpose of this study is to analyze the effect of big five personality traits (BFM) on online impulse buying in a website. Purposive sampling method was used and online survey was distribute using google form. A sample of 100 respondents above the age of 22 who have been using a website from DKI Jakarta area was taken.
According to data from BPS Indonesia, website usage as sales media decreased from 10.89% in 2019 to 4.96% in 2020. Compared to the marketplace and social media, a website can costumize many aspects needed for brandings such as display, navigation, layout design, and much more. This is why maintaining sales on a website is considered essential. To increase website usage as sales media, marketers and business owners can promote impulse buying by targeting specific customers with a high inclination on making an impulse buying and tailoring advertisements according to each personality type. The purpose of this study is to analyze the effect of big five personality traits (BFM) on online impulse buying in a website. Purposive sampling method was used and online survey was distribute using google form. A sample of 100 respondents above the age of 22 who have been using a website from DKI Jakarta area was taken.
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