The Role of Introversion, Extroversion, and Social Media Interaction in Students’ Impulsive Buying

Abstract

The purpose of this study is to investigate the relationship between personality traits and impulsive buying tendency. Secondly, to explore the impact of social media interaction on the students’ buying behaviour. This study was conducted to students in Universiti Malaysia Pahang Al-Sultan Abdullah. In particularly, master students. The study is using a quantitative method. The respondents only need to answers and fill out the questions through Google Form. The questionnaire used a five-point Likert scale measurement. A total of 63 responses were gained, and the data was analysed using a SPSS (Statistical Package for Social Science) software. The findings indicate a positive relationship between social media interaction and impulsive buying tendency. However, the relationship was found to be weakly significant, suggesting that social media interaction has a limited influence on students’ impulsive buying tendencies. In addition, the findings reveal a positive relationship between personality traits and impulsive buying tendency, indicating that students’ behaviour, lifestyle, and habits may influence their purchasing decisions. Finally, this study provides several recommendations for future research related to impulsive buying behaviour among students.