Big Five Personality and Consumer Trust: The Impact on Consumer Loyalty
Abstract
The growth of e-commerce platforms in Indonesia has led to a significant surge, intensifying market rivalry and pushing companies to prioritize establishing customer loyalty. The primary objective of this study is to investigate the impact of the big five personality traits and customer trust on customer loyalty. The present study employed a quantitative methodology, utilizing a correlational research design. The researchers employed purposive sampling to conduct the sampling process. It comprised 145 customers who had engaged in several transactions on online retail platforms and employed the IPIP-BFM-25 scale, Customer Trust Scale, and Customer Loyalty Scale as research instruments. The data collected from online questionnaires was further analyzed using multiple linear regression techniques. Extraversion, agreeableness, and openness—three essential characteristics from the Big Five personality model—are shown to have an impact on customer loyalty in the current study. On the contrary, conscientiousness and neuroticism do not influence customer loyalty. Additionally, this study demonstrates a significant positive relationship between customer trust and loyalty. The findings of this study can be used by companies to formulate effective strategies to sustain client loyalty.
Keywords: big five personality, customer loyalty, customer trust, online store, personality
References
[1] Supertini NPS, Telagawati NLWS, Yulianthini NN. Pengaruh kepercayaan dan kepuasan pelanggan terhadap loyalitas pelanggan pada pusaka kebaya di singaraja. J Manaj dan Bisnis. 2020;2(1):61–73.
[2] Al-Haqam RF, Hamali AY. The influence of service quality toward customer loyalty: A case study at alfamart abdurahman saleh Bandung. Binus Business Review. 2016;7(2):203–212.
[3] Hanifah H. Kepuasan pelanggan sebagai mediasi hubungan antara kepercayaan pelanggan dengan loyalitas pelanggan. Malang; 2021.
[4] Prastuti E, Sari W. Persepsi citra merek dan komunikasi interpersonal sebagai prediktor kepuasan konsumen: Studi pada mahasiswa pengguna e-Wallet OVO. Jurnal Ilmiah Psikologi Terapan. 2022;10(1):222–229.
[5] Szczepanska-Woszczyna K. Responsible leadership contribution to human resource management: A study of CSR-HR interface. Procedia Economics and Finance. 2015;34:403–409.
[6] Griffin J. Customer loyalty: Menumbuhkan dan mempertahankan kesetiaan pelanggan. Jakarta: Erlangga; 2005.
[7] Mustikarini F, Retnaningsih, Simanjuntak M. Kepuasan dan loyalitas petani padi terhadap pestisida. Jur Ilm Kel & Kons, Mei. 2014;7.
[8] Thomas B, Tobe J. Anticipate: Knowing what customers need before they do. 2012.
[9] Harnoto F. Strategi kepuasan pelanggan dalam mempertahankan dan meningkatkan loyalitas pelanggan. J Ekon Manaj dan Akunt. 2014;21(36).
[10] Iskandar LM, Zulkarnain. Penyesalan pasca pembelian ditinjau dari big five personality. J Psikol. 2013;40(1):81–91.
[11] Nasikan, Sasmito BA. Faktor internal dan eksternal terhadap keputusan pembelian telepon merk nokia. J Manaj dan Akunt. 2013;2(1):85–100.
[12] Kotler P, Keller KL. Manajemen pemasaran. 13 ed. Jakarta: Erlangga; 2009.
[13] Riwoe Y, Zain D. Faktor psikologis konsumen yang memengaruhi perilaku pembelian impulsif (impulse buying tendency) produk fashion di malang town square (matos). J Ilm Fak Ekon dan Bisnis. 2013;1(2).
[14] Amri. Analisis perilaku konsumen maskapai penerbangan dalam melakukan pembelian tiket pesawat melalui e-commerce. Jurnal Ekonomi dan Manajemen. 2017;3(2):1–15.
[15] Winata A, Fiqri IA. Pengaruh harga dan kualitas jasa terhadap loyalitas pelanggan hotel emersia di Bandar Lampung. J Manaj Magister. 2017;3(2):133–149.
[16] Maulana H, Ruhaniah RS. Perbandingan tingkat loyalitas terhdap merek pada pengguna smartphone berdasarkan teori kepribadian big five factors of personality. J Psikol Integr. 2013;1(1):205–213.
[17] Kim SH, Kim M, Holland S. How customer personality traits influence brand loyalty in the coffee shop industry: The moderating role of business types. International Journal of Hospitality & Tourism Administration. 2018;19(3):311–335.
[18] Lin LY. The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers. Journal of Product & Brand Management. 2010;19(1):4–17.
[19] Pervin LA, Robins RW, John OP. Personality: Theory and research. The Guillford Press; 2005.
[20] Govers PCM, Schoormans JPL. Product personality and its influence on consumer preference. Journal of Consumer Marketing. 2005;22(4):189–197.
[21] Setyawati SM, Raharja MC. Trust dimensions model in creating loyalty stage for service consumers of sharia rural banking. European Research Studies Journal. 2018;XXI(1):507–518.
[22] Sun PC, Lin CM. Building customer trust and loyalty: An empirical study in a retailing context. Service Industries Journal. 2010;30(9):1439–1455.
[23] Jasfar F. Teori dan aplikasi sembilan kunci keberhasilan bisnis jasa: Sumber daya manusia, inovasi, dan kepuasan pelanggan. Jakarta: Salemba Empat; 2012.
[24] Moorman RH. The influence of cognitive and affective based job satisfaction measures on the relationship between satisfaction and organizational citizenship behavior. Human Relations. 1993;46(6):759–776.
[25] Putranto AT. Loyalitas pelanggan. 2022.
[26] Chinomona R, Sandada M. Customer satisfaction, trust and loyalty as predictors of customer intention to re-purchase South African retailing industry. Mediterranean Journal of Social Sciences. 2013;4(14):437–446.
[27] Smith TA. The personality trait predictors of brand loyalty. Acad Bus Res [Internet]. 2015;3:6–21. Tersedia pada: http://ssrn.com/abstract=2627386
[28] Yuntanti NT, Suroso A, Setyanto RP. Pengaruh faktor ciri kepribadian dan kepribadian merek terhadap loyalitas merek smartphone oppo. Jurnal Ekonomi, Bisnis, dan Akuntansi. 2019;21(1).
[29] Plasmeijer PWJ van E, Raaij WF. Banking system trust, bank trust, and bank loyalty. International Journal of Bank Marketing. 2017;35(1):97–111.
[30] Sarwar MZ, Kashif SA, Pervaiz MA. The effect of customer trust on customer loyalty and customer retention: A moderating role of cause related marketing. Global Journal of Management and Business Research. 2012;12.
[31] Tiffuana IA. Pengaruh kepercayaan terhadap loyalitas konsumen dengan kepuasan sebagai variabel mediasi. 2020.
[32] Bobâlca C, Gatej(Bradu) C, Ciobanu O. Developing a scale to measure customer loyalty. Procedia Economics and Finance. 2012;3:623–628.
[33] Evanschitzky H, Wunderlich M. An examination of moderator effects in the four-stage loyalty model. Journal of Service Research. 2006;8(4):330–345.
[34] Akhtar H, Azwar S. Development and validation of a short scale for measuring big five personality traits: The IPIP-BFM-25 Indonesia. Journal of Innovation in Psychology, Education and Didactics [Internet]. 2018;22(2):167–174.
[35] Gefen D, Karahanna E, Straub DW. Trust and tam in online shopping: an integrated model. MIS Quarterly. 2003;27(1):51–90.
[36] Ramdhani HS, Daryanto A, Rifin A. Kepuasan sebagai variabel antara kualitas produk, kualitas pelayanan, dan persepsi nilai terhadap loyalitas konsumen pada restoran baru. Jurnal Ilmu Keluarga & Konsumen. 2015;8(2):115–124.
[37] Ou J. Relationship between the big five personalities traits and customer loyalty in the retail industry. Review of Integrative Business and Economics Research. 2021;10(2):75–83.
[38] Costa PT, McCrae RR. Cross-sectional studies of personality. Psychology and Aging. 1986;1(2):140–143.
[39] Maulana AS. Pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan PT. TOI. J Ekon. 2016;7(2):113.