CONSCIENTIOUSNESS PERSONALITY TYPE AS A PREDICTOR OF POST PURCHASE REGRET

Abstract

The aim of this research is to investigate the level of cor r el a t ion betwe en conscientiousness
personality type and post purchase regret on consumer. The measurement tool that was used in this
research is conscientiousness personality type scale and post purchase regret scale. Conscientiousness
personality type scale arranged by researcher according to conscientiousness personality type
components proposed by John, Robins & Pervin (2008), that is order, achievement striving,
dutifulness, self discipline, competence dan deliberation. Whereas post purchase regret scale
arranged by researcher according to post purchase regret components which was adapted from Lee
dan Cotte (2009) work, that is outcome regret dan process regret. The number of respondent was
101 people that collected by technique of purposive sampling. Using Kendall-Tau analyses, the
result of this study shows that there was a significant relationship between conscientiousness
personality type and post purchase regret. Conscientiousness personality could decreased postConscientiousness Personality Type, Post Purchase Regret.
purchase regret.