PERBEDAAN KEPUASAN KONSUMEN PT.GLOBAL MAHAKARYA PROPERTINDO DITINJAU DARI TIPE KEPRIBADIAN

This study aims to examine differences in consumer satisfaction in terms of the big five personality types. The hypotheses put forward in this study are: 1) There is a significant difference in consumer satisfaction at PT. Global Mahakarya Propeirtindo is viewed from the big five personality types; 2) There is an insignificant difference in consumer satisfaction at PT. Global Mahakarya Propeirtindo is viewed from the big five personality types. The samples in this study were PT. Global Mahakarya Propertindo's consumers, totaling 79 people. The sampling technique used purposive sampling. This study uses an online purchase intention scale and BFI (Big Five Inventory). Data analysis technique using One Way Anova. Data analysis obtained a significance value of 0.149 (p> 0.05), which means that there is no significant difference to the level of customer satisfaction at PT. Global Mahakarya Propertindo which has extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience personalities. . Of the five personality types that had the highest average consumer satisfaction, namely neuiroticism personality with an average of 98.6, along with the most beautiful in consumer behavior, agreediable personality with an average of 88.8, with a mean difference of difference or difference of an average of 9.8. Thus, consumer satisfaction factors can be influenced by individual factors, especially personality.

Keywords: Personality Type, The Big Five Personality, customer satisfaction