PENGARUH KEPRIBADIAN NEUROTICISM TERHADAP PERILAKU IMPULSIVE BUYING PADA PENGGUNA E-COMMERCE GENERASI Z

In the current era, online purchases in e-commerce applications are increasing in Indonesia, especially among Generation Z. This study aims to determine the influence of neuroticism personality on impulsive buying behavior in Generation Z. The digital transformation in online shopping has made impulsive buying behavior a frequent phenomenon in young age groups. This study uses a quantitative method with 280 Generation Z respondents born in 1997 - 2012 who actively use e-commerce. The instruments in this study used the Big Five Inventory (BFI) and the Impulsive Buying Tendency Scale (IBTS) which have been translated and have been tested for validity and reliability. The data analysis method in this study uses a simple regression test with a contribution of 6.1% and a significance value of 0.001 (p <0.05), which means this study shows a positive and significant influence between neuroticism and impulsive buying. The higher the level of individual neuroticism, the higher the impulsive buying behavior.