Perbedaan Intensi Membeli Produk Melalui Online Ditinjau dari Tipe Kepribadian

Abstract

This research aims to determine difference in buying intentions of online products in terms of extrovert and introvert personality types among students in the Faculty of Psychology, University of Medan Area. The hypotesis proposed is that there is a difference in buying intention of online products among students with extrovert personality type and students with introvert personality type, assuming students with extrovert personality type has high buying intentions of online products while students with introvert personality type has low buying intentions of online products. The subjects of this study were students in the Faculty of Psychology 2017, with sample size of 123 students. Sampling technique using Quota Sampling. The instruments used for collecting data were scale of buying intention and scale of personality type using Eysenck’s Personality Inventory. Data analyzed by Independent Sample Test (t-test). The result of analysis showed a significance value of buying intentions of online products with personality type is 0,004 (p < 0,05), means there is a difference buying intentions of online products in terms of extrovert and introvert personality type. The result also obtained from this study is the buying intentions of online products students with extrovert personality type is high with empiric mean 102,5 whereas buying intentions of online product students with introvert personality type is moderate with empirical mean 99,96. From the result of this study, the proposed hypothesis is accepted.