The Effect of Cardinal Traits on Compulsive Buying on Zara Product Purchases in Jakarta-Bandung

This study aims to examine the effect of cardinal traits on compulsive buying mediated by hedonistic shopping. The research objects set in this study are women and men aged 18-60 years who have bought and used Zara brand clothing products in Jakarta and Bandung. The research methodology used was quantitative methodology, by making Likert scale questionnaires, in the number of research respondents as many as 125 people. This research phase is a classical assumption test, multiple regression, hypothesis test, and sobel test using an online calculator from Preacher with the help of statistical program of social science (SPSS) version 26. The results showed hedonistic shopping that successfully mediated two cardinal traits variables, including extraversion, and openness to compulsive buying, it is hoped that this study will gain knowledge about strategies that must be done to regulate and assess compulsive buying


INTRODUCTION
Some people feel that fast fashion is not a good thing, this is due to the increase in consumerism culture in Indonesian teenagers which if left unchecked will become a compulsive trait in the future.It is very common to buy goods with good models at affordable prices, this is simply because of the desire or lifestyle to buy things that are not really needed, just to be satisfied (Black & Cherrier, 2010).Waste and spending money that is owned without rules, will encourage someone to be hedonistic and try to get money at any cost, the negative impact and danger is not being able to meet future needs optimally and causing social jealousy (Chung & Harris, 2018).According to Teten Masduki, Minister of Small and Medium Enterprises Cooperatives (MenkopUKM), 2023 will be the year when all the potential of the Indonesian fashion industry will develop.According to Aldhy Darmayo, as Head of Category Development Tokopedia, the number of transactions and sales in the fashion category increased 2.5 times compared to 2022.The increasing demand for the fashion industry is currently due to consumer demand, especially fast fashion (Backs, Jahnke, Lüpke, Stücken, & Stummer, 2021).Implementing major changes in the fast fashion industry, especially reducing impulsive buying is not easy.Even if left unchecked, impulsive buying will continue to become compulsive buying.There are several things that can affect compulsive buying, one of which is the shopping experience and cardinal traits that behave hedonistic shopping (Tarka, Harnish, & Babaev, 2023).Cardinal traits have five big personality traits or commonly referred to as the big five model of personality consisting of neuroticism, extraversion, openness, conscientiousness, and agreeableness (Cherry & Asebedo, 2022).The big five model of personality (Tarka et al., 2022). is the dimension that will be examined in this study.Compulsive buying is strongly tied to self-esteem and approval from others.So that people who do compulsive buying are very difficult to restrain their desire to shop.
Compulsive buying wastes time and money just to buy things that don't matter (Roberts, Manolis, & Pullig, 2014).In 2023, The Executive ranks first with an index of 21.80%, second place Zara with an index of 13%, third place Mint with an index of 10.40%, fourth place Mango with an index of 9.30%, and last place Uniqlo with an index of 6.20%.Based on the picture above, Zara has always experienced a decline in the index since 2021.This indicates a decrease in compulsive buying in Zara products.Based on the explanation of the Top Brand Award, there are three parameters of Top Brand which are carried out face-to-face and questionnaire, namely Top of Mind, Last Usage, and Future Intentions.Top Brand Index (TBI) is obtained by calculating the weighted average for each parameter: Top of Mind, Last Usage, and Future Intention.The value of each of these parameters is obtained by calculating the percentage of brand frequency and then by calculating the overall brand frequency, and there is an indication of a decrease in compulsive buying in Zara products, mediated by hedonistic shopping.This study wanted to analyze whether hedonistic shopping and compulsive buying occurred in the two big cities.Based on the description above, the purpose of this study is to examine the influence of cardinal traits, hedonistic shopping, and compulsive buying dimensions.The novelty of this study uses the object assessed, namely the international fast fashion brand with a research focus on the cities of Jakarta and Bandung.The big five models of personality represent the factors that cause hedonistic shopping for the initial nature of compulsive buying experiences The limitations of researchers in terms of time and energy, so this study only takes three dimensions from the (Tarka et al., 2022).big five models of personality, namely neuroticism, extraversion, and openness.

RESEARCH METHODS
To test the hypothesis, this study will operationalize variables, make questionnaires as research instruments, test the validity and reliability of instruments, collect data from respondents with valid and reliable research instruments, process data, and then conduct hypothesis testing.
The perception of consumers who are experienced in buying Zara products in Jakarta and Bandung about cardinal traits, hedonistic shopping, and compulsive buying when buying Zara products is classified as variables in this study.The explanation of each measure or indicator of each variable is shown in table 1.

No
Variables And Their Definitions Dimension Indicators 1 Cardinal traits are dominant characteristics of a person that greatly influence decision making (Mowen & Spears, 1999).According to Allport (1961) cardinal traits are traits that are manifestly visible in a person, few in number, and form a personality dimension.Dimensioned as many as 5-10 traits that form the basis of individual differences.
Neuroticism is defined as the psychological instability of consumers to their emotions, (Tarka et al., 2022).People who are emotionally unstable have several variations of emotions, such as insecurity, failure, shame (Mowen & Spears, 1999)  Source: (Mowen & Spears, 1999) Extraversion is a person who really wants validation from those around him (Tarka et al., 2022).So that extraversion individuals seek positive social attention such as enjoyment, energy, and joy when they find attention reactions from other individuals (Chugani & Irwin, 2020).
-A comfortable feeling when with people who use Zara products.-A feeling of pride when wearing Zara products.-The feeling of enthusiasm when entering Zara's store.-The feeling is more cheerful when entering Zara's shop.-The feeling of pleasure is praised when wearing Zara products.
Source: (Mowen & Spears, 1999) Openness is someone who is open to new experiences through curiosity and imagination (Tarka et al., 2022).Openness results in consumer passion when shopping, such as exploring various aesthetic products in stores (Andreassen et al., 2013) Source: (Ridgway et al., 2008) This research will involve a sample of the population of Zara product consumers with an age range of 18 -60 years who previously had experience shopping and using Zara products Jakarta and Bandung were chosen as the focus of this research because Bandung City is known as the city of (Tarka et al., 2022) fashion (Susanti., 2023).The number of samples in this study was set at 125 people.The sampling technique used in this study is purposive sampling which is included in nonprobability sampling.According to (Sekaran & Bougie, 2017), purposive sampling is a limited sampling technique with a specific purpose that can provide the information needed.The type of research carried out is quantitative research by quantifying qualitative data so that the data obtained will be in the form of numbers.Primary data is data collected directly by researchers (Sekaran & Bougie, 2017).While this researcher data comes from respondents according to the characteristics of the population that has been filled in by individuals as a unit of analysis that matches the characteristics of the research sample.Next, after the data is disseminated directly, it is then tested for validity and reliability.While the tool used to measure validity and reliability is the statistical program of social science (SPSS) version 26

Equation I
The influence of the cardinal traits dimension on hedonistic shopping, the cardinal traits dimension on compulsive buying as well as testing the influence of hedonistic shopping on compulsive buying which is formulatively presented in the form of similarities as according to (Sugiama, 2008) as follows: The Effect of Cardinal Traits on Compulsive Buying on Zara Product Purchases in Jakarta-Bandung b = Coefficient of increase of the dependent variable if there is an increase of one unit of the independent variable.

Normality Test
The Kolmogorov Smirnov test is a technique used to test normality by looking at its significance numbers.The criteria for normality testing is that if the significance number (sig) ≥ 0.05 then the data is normally distributed, on the other hand if the significance number (sig) < 0.05 then the data is not normally distributed (Ghozali, 2008).

Multicollinearity Test
The measure is able to indicate where the level of the independent variable can be described by other independent variables.In addition, the value usually used in this test is a tolerance value of > 0.10 where the value is equal to the value of VIF < 10 which means that the model can be said to be free from multicollinearity (Ghozali, 2008).

Heteroscedasticity Test
The glacier test is used to perform this test by progressing the absolute residual value of the estimated model to the independent variable.However, if there is no independent variable that has a significant effect on the absolute residual value or the significance value is above 5%, then the condition indicates no heteroscedasticity.

Multiple Regression Test
Based on the table above, the multiple regression equation can be obtained as follows: Y = 2.623 -0.105 X1 + 1.607 X2 + 0.271 X3 Referring to the results of multiple regression analysis 1, it is known that each of the neuroticism variables is -0.590, extraversion is 9.186, and openness is 1.992.While the value of the neuroticism  coefficient is 0.045, extraversion is 0.741, and openness is 0.156.This means that the variables of extraversion and openness have a positive and significant effect on hedonistic shopping while neuroticism does not have a positive and significant effect on hedonistic shopping.This can be seen from the tcount greater than the ttable of 1.6772.

Equation II
The multiple regression equation for the fourth hypothesis is formatively presented in the form of an equation as according to (Sugiama, 2008) as follows:

Normality Test
The Kolmogorov Smirnov test is a technique used to test normality by looking at its significance numbers.The criteria for normality testing is that if the significance number (sig) ≥ 0.05 then the data is normally distributed, on the other hand if the significance number (sig) < 0.05 then the data is not normally distributed (Ghozali, 2008).

Multicollinearity Test
The measure is able to indicate where the level of the independent variable can be described by other independent variables.In addition, the value usually used in this test is a tolerance value of > 0.10 where the value is equal to the value of VIF < 10 which means that the model can be said to be free from multicollinearity (Ghozali, 2008).

Heteroscedasticity Test
The glacier test is used to perform this test by progressing the absolute residual value of the estimated model to the independent variable.However, if there is no independent variable that has a significant effect on the absolute residual value or the significance value is above 5%, then the condition indicates no heteroscedasticity Based on the table above, the multiple regression equation can be obtained as follows: Z = -1.279-0.096 X1 + 0.088 X2 -0.029 X3 + 0.0745 Y Referring to the results of multiple regression analysis 2, it is known that each of the neuroticism variables is -0.724, extraversion is 0.786, openness is -0.779, and hedonistic shopping is 11.069.While the value of the neuroticism coefficient is -0.047, extraversion is 0.070, openness is 0.779, and hedonistic shopping is 0.859.This means that the variables neuroticism, extraversion, openness, do not have a positive and significant effect on compulsive buying while hedonistic shopping has a positive and significant effect on compulsive buying.This can be seen from the tcount greater than the ttable of 1.6772.

Sobel Test
The sobel test aims to determine the role of hedonistic shopping in mediating the indirect effects of neuroticism, extraversion, and openness on compulsive buying.This sobel test was conducted using an online sobel test calculator from (Preacher & Hayes, 2004)  Based on the table above, the test results of the role of hedonistic shopping in mediating the influence of neuroticism, extraversion, and openness on compulsive buying.The sobel test was obtained from the calculation of hedonistic shopping in mediating the influence of neuroticism by 0.555, extraversion by 0.000, and openness by 0.049, which results were smaller than t table of 1.6772 so that the results could explain that hedonistic shopping did not succeed in mediating the influence of neuroticism, extraversion, and openness on compulsive buying.showed that hedonistic shopping variables successfully mediated the three variables.Based on the explanation that has been submitted, therefore the results of this study are an update from previous research, in a similar context

CONCLUSION
The essence of this study is explained based on the results and discussions that have been described in the previous chapter, therefore the study concludes some of the results of its research as follows: Neuroticism did not have a positive and significant effect on the hedonistic shopping of Zara brand clothing products in Jakarta and Bandung.Extraversion has a positive and significant effect on the hedonistic shopping of Zara brand clothing products in Jakarta and Bandung.Openness has a positive and significant effect on the hedonistic shopping of Zara brand clothing products in Jakarta and Bandung.Neuroticism did not have a positive and significant effect on compulsive buying of Zara brand clothing products in Jakarta and Bandung.Extraversion does not have a positive and significant effect on compulsive buying of Zara brand clothing products in Jakarta and Bandung.Openness does not have a positive and significant effect on compulsive buying of Zara brand clothing products in Jakarta and Bandung.Hedonistic shopping has a positive and significant effect on compulsive buying of Zara brand clothing products in Jakarta and Bandung.Neuroticism did not have a positive and significant effect on compulsive buying mediated by hedonistic shopping of Zara brand clothing products in Jakarta and Bandung.Extraversion has a positive and significant effect on compulsive buying mediated by hedonistic shopping of Zara brand clothing products in Jakarta and Bandung.Openness has a positive and significant effect on compulsive buying mediated by hedonistic shopping of Zara brand clothing products in Jakarta and Bandung.

Figure 1
Figure 1 Top Brand Index 2023 Source: Top Brand Index 2023 .

Effect of Cardinal Traits on Compulsive Buying on Zara Product Purchases in Jakarta- Bandung d
. This is a lower bound of the true significance.e. Lilliefors' method based on 10000 Monte Carlo samples with starting seed 2000000. The