Perbedaan Preferensi Berbelanja Ditinjau dari Tipe Kepribadian Lima-Besar

Abstract

This study aims to determine differences in shopping preferences based on the Big-Five personality types. The study involved 137 participants aged 17 to 36 years living in Indonesia and all Indonesian. To analyze variations in shopping preferences based on personality types, chi-square data analysis was used. Data were collected using a Likert scale instrument, IPIP-BFM-25 developed by Akhtar & Azwar (2018), which consists of 25 items. Meanwhile, shopping preferences used a demographic scale between offline and online shopping choices. The result is a chi-square test value of 0.221 with a Monte Carlo approach and a confidence level of 95%. Because the significance value exceeds the conventional threshold of 0.05 (p > 0.05), it can be concluded that there is no statistically significant difference in shopping preferences based on the Big-Five personality traits.