ANALISIS TIPE KEPRIBADIAN KONSUMEN PADA BISNIS ONLINE SELAMA PANDEMI

Abstract

Abstract: Consumers are the most important factors in business. Every consumer has a different personality. Personality type is one that influences consumer behavior, especially in online businesses. Many new online businesses have sprung up in Indonesia during the pandemic. The pandemic has closed several places where people need them so that many people have switched to buying online businesses. The rise of this online business makes it easier for consumers to fulfill the desired product or service. This study aims to analyze the personality types (big five personality) of consumers in online businesses during the pandemic. The research method used is descriptive qualitative method. The author directly researched the people who became consumers of online businesses during this pandemic. Based on the results of the research conclusions, namely 1) Consumers in online business during the pandemic tend to be high; 2) The big five personality of consumers has a dominant tendency in every dimension which includes conformity, awareness, extraversion, neuroticism, and openness to experience; 3) The big five personality affects consumer behavior in online business during the pandemic, the personality personality that affects is greater than the agreeableness, extraversion, neuroticism, and openness to experience.

Keywords: personality type, consumer behavior, online business

Abstrak: Konsumen merupakan faktor terpenting pada bisnis.  Setiap konsumen memiliki tipe kepribadian yang berbeda-beda. Tipe kepribadian merupakan salah satu yang mempengaruhi perilaku konsumen terutama pada bisnis online. Banyak bisnis online baru bermunculan di Indonesia selama pandemi. Pandemi membuat beberapa tempat kebutuhan masyarakat tutup sehingga masyarakat banyak beralih untuk membeli pada bisnis online. Maraknya bisnis online ini memudahkan konsumen dalam memenuhi produk atau jasa yang diinginkan. Penelitian ini bertujuan untuk menganalis tipe kepribadian(big five personality) konsumen pada bisnis online selama pandemi. Metode penelitian yang digunakan adalah metode kualitatif deskriptif. Penulis langsung meneliti orang-orang yang menjadi konsumen pada bisnis online selama pandemi ini. Berdasarkan hasil penelitian diperoleh  kesimpulan, yaitu 1) Konsumen pada bisnis online selama pandemi cenderung tinggi; 2) Kepribadian big five pada konsumen memiliki kecenderungan yang dominan pada setiap dimensi yang meliputi agreeableness, conscientiousness, extraversion, neuroticism, dan openness to experience; 3) Kepribadian big five mempengaruhi perilaku konsumen pada bisnis online selama pandemi, kepribadian openness to experience merupakan kepribadian yang mempengaruhi lebih besar dibandingkan agreeableness, extraversion, neuroticism, dan conscientiousness.  

Kata kunci: tipe kepribadian, perilaku konsumen, bisnis online