An Analysis on the Big-Five Personality of Consumers Affecting Halal Cosmetics Preference in Surakarta, Indonesia

Abstract

Objective – This research aimed to find out the effect of the big five personality consisting of neuroticism, extraversion, openness to experience, agreeableness, and conscientiousness on halal (rightful) cosmetics preference.

Design//Method/Approach – Data was collected through survey on women using cosmetics in Surakarta City. The sample of research consisted of 332 women in Surakarta City representing Indonesian women. 

Findings - The result of research showed that there is a relationship between personality and halal cosmetics preference. From the result of research, it could be found that conscientiousness is a personality with largest factor value among other personalities. Conscientiousness personality paid comprehensive attention on halal cosmetics. The one with such personality had broad knowledge and paid attention to details of daily life. Another finding indicated that neuroticism is a personality not paying attention to halal cosmetics, and the one with this personality chose cosmetic impulsively.