Dampak Pemasaran Berbasis Kepribadian terhadap Niat Pembelian: Sebuah Pendekatan Desain Eksperimental
DOI:
https://doi.org/10.47747/snfmi.v2i1.2332Abstract
This study reveals the power of personality-based marketing on purchase intention. As technology advances rapidly, more and more businesses are implementing digital marketing for efficiency and effectiveness. However, due to a need to understand potential customers' personality traits, their marketing can produce opposite results during customer interactions. Therefore, more studies are needed on personality traits used in marketing. This study used a repeated measures experimental design with a non-probability sampling technique, specifically [insert details about the technique], in purposive categories. This study focuses on personality traits, such as extroversion, by distinguishing groups into extroverted and introverted individuals. Furthermore, this study, which involved 122 participants, was truly global in its reach. Our participants, all active internet users aged 16-54, hailed from 15 countries, with a significant presence in Indonesia. Using the Statistical Package for Social Sciences 26 (SPSS) software was instrumental in verifying our hypothesis. The culmination of our efforts revealed that personality-based marketing significantly positively affects purchase intention.
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