Accredited Ranking SINTA 2

Decree of the Director General of Higher Education, Research, and Technology, No. 158/E/KPT/2021
Validity period from Volume 5 Number 2 of 2021 to Volume 10 Number 1 of 2026

Published online on: [Link]

JURNAL RESTI
(Rekayasa Sistem dan Teknologi Informasi)
Vol. 6 No. 6 (2022) 987 - 992 ISSN Media Electronic: 2580-0760

Gift Recommendations Based on Personality Using Fuzzy and Big Five

Personality Test
Susana Limanto1, Vincentius Riandaru Prasetyo2, Ni Wayan Gitaputri3
1,2,3
Department of Informatics Engineering, Faculty of Engineering, University of Surabaya
1
susana@[Link], 2vincent@[Link], 3s160417060@[Link]

Abstract
Gifts are usually given to someone to strengthen a relationship or to motivate someone. However, givers often need help
determining the appropriate gift for the potential recipient. On the other hand, many recipients are disappointed with the gifts
received. This event can result in the relationship between the giver and recipient being disrupted or the motivational goal not
being achieved. This research aims to develop a system to recommend gifts based on the recipient's personality. Gift
recommendation is determined based on the recipient's personality because the recipient highly values gifts that match the
recipient's personality. The system is built using the Fuzzy method, and the personality measurement tool used is the Big Five
Personality Test. Fifteen pairs of respondents validated the system. The validation results show that 80% of respondents as
gift-givers strongly agree that the system helps determine the appropriate gift for someone. In addition, 73.33% of respondents
as gift recipients strongly agree that the gifts recommended by the system do not disappoint them.
Keywords: gift recommendation, personality, big five personality, Fuzzy

1. Introduction recipient. According to Pizzetti (2016), a gift that

matches the personality of the potential recipient will be
Communities in some areas of the world have the
highly valued by the potential recipient [12]. However,
custom of giving gifts to others at certain times, such as
many types of gifts can be given to someone with a
weddings, birthdays, Christmas, and New Year. In
certain personality so that people with the same
addition, gifts are also used to motivate someone or to
personality can receive different gifts. In addition, each
strengthen relationships [1]. In companies, gifts
person's personality is different, so the gifts given to
motivate employees to be more productive [2]–[4]. In
someone are likely to differ from those given to others.
education, gifts are usually used to increase student
This results in gift-givers often needing clarification
learning motivation/achievement [5], [6]. Generally, a
about finding gifts or the right location to find gifts.
gift is defined as a gift to another person, a reward for
an achievement, or a memento [7]. Giving to others is The author's survey of 78 respondents with the help of
done as a memento, honor, or appreciation. Giving to Google Forms reinforced the above. Respondents have
others is done as a memento, honor, or appreciation. an age range from 12 years to 45 years with various
work backgrounds. Each respondent was asked to give
Every gift giver hopes the gift can be unforgettable for
his opinion as a gift recipient and as a gift giver. The
the recipient [8]. A gift given to someone is not always
survey results from the side of the gift giver show that
pleasing to the recipient. The results of a survey
the biggest obstacle for the gift giver is choosing the
conducted by Anggraini stated that 84% of respondents
right gift (61.5%), and 62.8% of respondents feel
who received Christmas and New Year gifts did not like
worried if the gift given does not match the expectations
the gifts they received, although only a few admitted it
of the potential gift recipient. So far, 91% of
[9]. As a result, unwanted gifts will be given to other
respondents determined gifts based solely on instinct by
people, thrown away, or returned to the gift giver.
browsing the internet, and 61.5% consulted with friends
Incidents like this caused disappointment for both
(each respondent could answer more than one).
parties and can even cause bad relations [10], [11].
However, respondents still need help to make the right
Incorrect gifts result when the gift giver needs to know choice because of the many choices available, adjusting
what gift is desired or appropriate for the potential the price of gifts that match the budget, and

Accepted: 17-09-2022 | Received in revised: 19-11-2022 | Published: 29-12-2022

987
 Susana Limanto, Vincentius Riandaru Prasetyo, Ni Wayan Gitaputri
Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) Vol. 6 No. 6 (2022)

recommendations from friends that do not match the are determined based on personality assessed using the
thoughts of the gift giver. Big Five Personality Test. The five personality
indicators used are extraversion, agreeableness,
The survey results show that around 40% of
conscientiousness, neuroticism, and openness. The
respondents were disappointed with the gift they
variables used to assess each personality indicator are
received. Some of the reasons put forward were because
taken from research conducted by Ramdhani. There are
the gifts given were not following needs, were not
43 variables used, namely: nine variables for indicators
useful, were not following what the recipient liked, and
of extraversion, nine variables for indicators of
was of poor quality. As a result, the gifts received
agreeableness, nine variables for indicators of
become trash.
conscientiousness, seven variables for indicators of
Several studies related to reward recommendation neuroticism, and nine for indicators of openness [16].
systems, the relationship between rewards and To find out the performance of the system being built,
personality, and recommendation systems using the Mar'i, et al. (2018) measured the accuracy of the system
Fuzzy method have been carried out before. Research using 22 test data. Accuracy is measured by comparing
conducted by Pereira et al. (2017) proposed a gift the results of professional recommendations from the
recommendation algorithm for mobile devices using the system with those based on the rules used in the Top
iOS operating system. The algorithm was developed Ranked Personality-Based Work Styles for 22 Job
based on adjustments to the COREL framework. Families. The test results show that the system built has
Recommendations are given based on products that an accuracy of 63%; 14 of 22 test data have the same
users and user preferences have rated in the Gifter recommendation results [16]. The researcher stated that
application [13]. The weakness of this recommendation the resulting accuracy value can still be improved by
system is that a product with a good rating or following optimizing the determination of the membership
the gift giver's preference may not necessarily meet the function.
expectations or needs of the potential gift recipient.
In this study, an application was built to help
Unlike the research conducted by Pereira et al. (2017), recommend gifts according to the personality of the
Shruti et al. (2018) designed a gift recommendation potential recipient. So the research conducted combines
system using a hybrid approach that combines the Science and Psychology by utilizing technology. The
Content-Based Recommendation method with personality of the potential gift recipients will be
Collaborative Filtering [14]. The researcher's purpose evaluated based on a psychological test, namely the Big
in building a gift recommendation system is to increase Five Personality (BFP). The variables used to measure
sales of an e-commerce website. Adiman and Guntara each indicator in the BFP, the inference rules, and the
[15] conducted the same research. The workings of the gift categories for each inference rule were developed
gift recommendation system begin with looking for with the help of two Psychologists. This is different
similarities in profiles of users who request from previous research conducted by Mar'i et al. (2018),
recommendations from other users using the which only used reference data from previous
Collaborative Filtering method. Furthermore, from researchers [16]. In addition, our research continues
users with the same profile as the user requesting beyond recommending gift categories. However, it is
recommendations, a common interest in existing developed further by determining specific gifts
products is sought using the Content-Based according to the limitations of the potential gift giver
Recommendation method. Products that have the (gender, age, moments, and hobbies of the potential gift
highest demand are recommended products. However, recipient, as well as the budget provided by the gift
profile similarities, especially general profiles (e.g., giver) and suggestions of web addresses where to buy
gender and age) between users, do not necessarily gifts.
indicate the similarity of interests and personalities
between users. 2. Research Methods
The relationship between reward and psychological The research was conducted in two stages. In the first
aspects was investigated by Pizetti [12]. Pizetti stated stage, data collection is carried out to form reference
that the potential recipient of the gift would highly data that will be used in the second stage. Meanwhile,
appreciate a gift that matches the personality of the in the second phase, a gift recommendation system will
potential recipient. On the other hand, gifts that do not be developed based on the personality of the potential
follow the personality of the potential recipient but gift recipients. The steps taken in the first stage can be
follow the giver's personality can be considered seen in Figure 1, while the steps taken in the second
coercion by the potential recipient. stage can be seen in Figure 2.
Mar'i et al. (2018) developed a system for determining
the proper professional recommendations for someone
using the Fuzzy Tsukamoto method. Recommendations

DOI: [Link]
Creative Commons Attribution 4.0 International License (CC BY 4.0)
988
 Susana Limanto, Vincentius Riandaru Prasetyo, Ni Wayan Gitaputri
Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) Vol. 6 No. 6 (2022)

Start Start

Input: questionnaires and Input: Personality test

personality tests result results, characteristics of
the gift recipients, the
moment of gift giving,
and the budget provided
Preparation of inference rules; gift list
according to user characteristics,
moments, and bugdet; variables for
each personality test indicator Calculate the value of each
personality indicator
psychologists

Fuzzification
Store in database

Search for the appropriate List of existing

inference rules and determine inference rules
the minimum value of each along with their
End selected rule corresponding gift
categories
Figure 1. First Phase Research Methodology
Calculate the implication
The first phase of the research began with collecting value using the fuzzy output
data through online questionnaires with the help of membership function
Google Forms. In addition, respondents were also asked
to take a test to find out their personality of the
respondent. Seventy-eight respondents responded to Defuzzification
questionnaires aged between 12 to 45 years. The results
of the questionnaires and personality tests are used to
develop inference rules, the variables to assess each Search for the lowest difference
between the defuzzification
personality indicator of the potential gift recipients, and results and the implication value
to compile a list of gifts for each category. Gifts are of each inference rule
based on the characteristics of the potential gift
recipients and the moment of awarding the gifts. The
data form will be stored in a database and used as Output: Gift categories
according to the potential
reference data in the award recommendation process. recipient's personality
The method used in the second stage to recommend a
gift that best suits one's personality is the Fuzzy
Tsukamoto algorithm. The recommendation begins Gift search by category,
characteristics of potential prize Best gifts based
with determining the potential gift recipient's recipients, moment of gift giving on user
personality, gender, age, moments, hobbies, and the and budget characteristics,
price range of the gifts to be given. The personality of moments and
budget
the gift recipient is determined based on the test results
from the BFP. In this test, gift givers are asked to assess Output: Recommended gifts
potential gift recipients by giving a score (0-5) to each
statement given. The higher score indicates that the
respondent agrees more with the statement.
End
BFP is a test tool to determine a person's characteristics,
patterns of thinking, or behavior that tend to be
consistent from time to time. The indicators used in BFP Figure 2. Second Phase Research Methodology
are extraversion, agreeableness, conscientiousness, Extraversion is used to determine socialization ability.
neuroticism, and openness. A high score on extraversion indicates that the person is
very social. Agreeableness determines the nature of
compassion, respect, and ease in accepting others.
Conscientiousness is used to determine responsibility

DOI: [Link]
Creative Commons Attribution 4.0 International License (CC BY 4.0)
989
 Susana Limanto, Vincentius Riandaru Prasetyo, Ni Wayan Gitaputri
Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) Vol. 6 No. 6 (2022)

and productivity in carrying out tasks. Neuroticism is μ(x)

Low Medium High
used to determine the level of a person's negative
1
emotions. Finally, openness is used to identify interest
in science, art, and imagination. 0.8
Based on the assessment results with BFP, fuzzification
0.6
was carried out to determine the degree of membership
of each BFP indicator. Three membership functions are 0.4
used to determine the degree of membership of each
BFP indicator, namely low, medium and high 0.2
membership functions [16] [Mar'i, F., Mahmudy, W. F.,
& Yusainy]. The moderate membership function used 0 10 20 30 40 50 60 70 80 90 100
is in the form of a triangular function, while the low and Value
high membership functions used are in the form of
ascending and descending linear functions (Figure 3). Figure 4. Ouput Membership Function

The results of the implication process are used to

μ(x)
Low Medium High defuzzify using Equation 2.
1 n

0.8
a * z i i
z= i =1
n
(2)
0.6
 ai
i =1
0.4
Where z is the result of defuzzification, n is the number
0.2
of rules obtained from the inference process, ai is the
0 4 8 12 16 20 24 28 32 36 40 minimum degree of membership of the i-th rule, and zi
is the implication value of the i-th rule.
Value
The rule with the smallest difference between the
implication value and the result of the defuzzification is
Figure 3. Input Membership Function used to determine the appropriate gift category. A
Furthermore, the inference process is carried out, recommended gift search was conducted based on these
namely looking for appropriate inference rules based on gift categories, the characteristics of potential gift
the results of the fuzzification process. Based on the recipients (gender, age, and hobbies), the moment of
rules obtained, the minimum value of the membership gift giving, and the available budget. The list of gifts
degree and each rule's output are calculated. according to the characteristics of recipients and the
moment was prepared with two Psychologists. The
After the inference process is complete, the implication results were stored in a database.
value is calculated using the minimum value resulting
from the inference process and the output membership A gift recommendation system according to personality
function. The Fuzzy output membership function used is made in a mobile application. Validation is carried
for the low and high categories is linear. Meanwhile, the out to evaluate the performance of the system created.
Fuzzy output membership function used for the medium Validation was carried out on 15 respondents who were
category is in the form of a triangular function (Figure selected using the simple random sampling method.
4) [16] [Mar'i, F., Mahmudy, W. F., & Yusainy]. The Each respondent was asked to find a partner who knew
formula for calculating the implication value can be the respondent well. For each pair of respondents, each
seen in Equation 1. respondent was asked to run the application to get the
right gift recommendation for their partner. After that,
z = zmax − a( zmax − z min ) (1) all respondents were asked to fill out two satisfaction
questionnaires, one as a gift giver and one as a gift
Where z is the crisp value of the output of the inference recipient. Respondent satisfaction is measured using a
process, Zmax is the highest value of the membership value between zero to five. A zero value indicates that
function of the Fuzzy output, Zmin is the lowest value the respondent strongly disagrees with the statement.
of the membership function of the Fuzzy output, and a While the value of five states that the respondent
is the minimum value of the degree of membership strongly agrees with the statement.
obtained from the inference process.

DOI: [Link]
Creative Commons Attribution 4.0 International License (CC BY 4.0)
990
 Susana Limanto, Vincentius Riandaru Prasetyo, Ni Wayan Gitaputri
Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) Vol. 6 No. 6 (2022)

3. Results and Discussions In addition to forming inference rules, it determines

which variables will be used to assess each indicator.
The number of rules formed based on the results of
The variables used to assess each indicator were
questionnaires and personality tests from 78
compiled based on the results of discussions with two
respondents is 243 rules. Examples of inference rules
psychologists who were assistants in the research
that are formed can be seen in Table 1.
conducted. The list of variables used for each indicator
can be seen in Table 2.

Table 1. Inference Rules

Extraversion Agreeableness Conscientiousness Neuroticism Openness Output Gift
Low High High Medium Low High Praying stuff
Medium Medium Medium Medium Low Medium Health Support Products
Low Low High Medium Low Low Sports Equipment
High Medium Low Medium Low Medium Bouquet
Low Low High Medium High Medium Books and Stationery
Low Low Medium Low High Low Decor
Low Low Medium Low Low Low Fashion Equipment
Low Low High Low Low Low Time Reminder Tool
High Low Medium Low Low Low Appearance Support

Table 2. Variables of Each BFP Indicator

recommendations the application gave are then
validated by asking for input from respondents as
Indicator Variable
potential gift recipients regarding the suitability of the
Extraversion Enjoy socializing
Comfortable in a crowd gifts recommended by the application with the desired
Jovial gifts. The validation results from the side of the gift
Loves to be the center of attention recipients can be seen in Figure 5. Based on Figure 5, it
Friendly
can be seen that 73.33% of respondents strongly agree
Nice to start the conversation
Nice to meet new people that the gifts recommended by the system follow the
Don't think long before speaking desired gifts. This is following research conducted by
Agreeableness Easy to trust the others Pizetti. Pizetti stated that a gift that matches the
Helper
personality of the potential recipient of the gift has a
Polite
Sympathy high probability of being accepted by the potential
I don't like taking advantage of other people recipient of the gift. High acceptance from potential gift
Religious recipients makes both parties feel satisfied.
Like to volunteer
Liked by his friends
conscientiousness Religious
Obey the rules
Struggle to reach the target
Discipline
Full of consideration
Pay attention to details
Don't like to make a mess
Like something structured and scheduled
neuroticism Easily Anxious
Easy to get angry
High stress
Shy
Fragile
Easily nervous
Quitter Figure 5. Compatibility of App Recommended Gifts with Desired
Mood changes are quite drastic
openness Loves art In addition, validation was also carried out from the side
High curiosity of the gift giver related to the benefits of the application,
Full of imagination namely the ease in determining the right price for
Creative
Likes to try new things
potential gift recipients. The results of the validation
Enjoy creating abstract concepts can be seen in Figure 6. Figure 6 shows that 80% of
Easy to accept new things respondents strongly agree that the system developed is
Adaptable beneficial in determining the right gift for someone.
The trial was carried out by asking 15 pairs of Exactly what is meant here is that the gift can be well
respondents to run the gift recommendation application. received by the recipient of the gift and following the
Each pair member is asked to run the application as a budget planned by the gift giver. So, with this system,
gift giver to their partner. The results of the respondents can relax if the gifts given do not match the

DOI: [Link]
Creative Commons Attribution 4.0 International License (CC BY 4.0)
991
 Susana Limanto, Vincentius Riandaru Prasetyo, Ni Wayan Gitaputri
Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) Vol. 6 No. 6 (2022)

expectations of potential gift recipients. In addition, gift Reference

givers also can easily find gifts to give. [1] I. Tanjung, “Pemberian Hadiah kepada Pegawai: Tinjauan
Hukum Islam dan Undang-Undang Republik Indonesia Nomor
20 Tahun 2001,” AT-TAFAHUM J. Islam. Law, vol. 1, no. 2,
pp. 72–85, 2017.
[2] D. Kong, Y. Wang, and J. Zhang, “Efficiency wages as gift
exchange: Evidence from corporate innovation in China,” J.
Corp. Financ., vol. 65, 101725, Dec. 2020, doi:
10.1016/[Link].2020.101725.
[3] R. Aziba-Anyam Gift and F. Obindah, “Examining the
influence of motivation on organizational productivity in
Bayelsa state private hospitals,” Open Access J. Sci., vol. 4, no.
3, p. 94‒108, 2020, doi: 10.15406/oajs.2020.04.00157.
[4] S. Sinaga, “Peranan Balas Jasa dan Insentif terhadap Motivasi
Kerja pada PT. Sony Gemerlang Medan,” J. Darma Agung,
vol. 28, no. 1, pp. 132–144, 2020, doi:
[Link]
Figure 6. The Ease of Determining the Best Gift with the [5] D. Aprilianti, M. Novia Herawati, H. Isnaini, and I. Siliwangi,
Application “Pengaruh Pemberian Hadiah terhadap Minat Siswa dalam
Menulis Teks Cerpen pada Siswa SMP,” Parol. (Jurnal
Even though the recommendation system created can
Pendidik. Bhs. dan Sastra Indones., vol. 2, no. 3, pp. 427–432,
make it easier for gift-givers to determine the right gift 2019, doi: [Link]
for someone, several things still need to be developed. [6] U. Kusyairy, S. Fakultas Tarbiyah, D. Keguruan, and A.
One thing that needs to be developed is a tool to Makassar, “Meningkatkan Hasil Belajar Peserta Didik melalui
Pemberian Reward and Punishment,” J. Pendidik. Fis., vol. 6,
determine someone's personality. In the no. 2, pp. 81–88, 2018, doi:
recommendation system created, the gift giver must [Link]
answer 40 questions so that the system can find out the [7] NN, “Arti Kata ‘hadiah’ Menurut KBBI,” [Link], 2015.
personality of the potential gift recipient. The number [Link]
[8] I. Branco-Illodo and T. Heath, “The ‘perfect gift’ and the ‘best
of questions can make respondents lazy, so the answers gift ever’: An integrative framework for truly special gifts,” J.
are invalid. Invalid answers can result in conclusions Bus. Res., vol. 120, pp. 418–424, Nov. 2020, doi:
drawn by the recommendation system regarding the gift 10.1016/[Link].2019.11.012.
recipient's personality not following the gift recipient's [9] A. P. Anggraini, “Tak Suka dengan Kado yang Didapatkan?
Lakukan Ini,” [Link], 2017.
actual personality. As a result, the recommended gift
[Link]
needs to satisfy the gift recipient. suka-dengan-kado-yang-didapatkan-lakukan-ini.
[10] J. Galak, J. Givi, and E. F. Williams, “Why Certain Gifts Are
4. Conclusion Great to Give but Not to Get: A Framework for Understanding
Errors in Gift Giving,” Curr. Dir. Psychol. Sci., vol. 25, no. 6,
Based on the results of the validation that has been pp. 380–385, Dec. 2016, doi: 10.1177/0963721416656937.
done, 80% of respondents as gift-givers strongly agreed [11] T. Wen, “Tips memilih hadiah yang tepat bagi orang terdekat
menurut peneliti,” BBC News Indonesia, 2019.
that the system developed was very helpful in [Link]
determining the right gift for someone, and 73.33% of [12] M. Pizzetti, “Gifts , emotions and cognitive processes : An
respondents as gift-recipients strongly agreed that inquiry of gift receiving from a consumer psychology
Recommended gifts according to the desired gifts. So, perspective,” 2016.
[13] C. de Paula Pereira, R. Parente da Costa, and E. Dias Canedo,
the system developed helps overcome confusion and “Mobile Gift Recommendation Framework A COREL
anxiety in determining the right gift for someone and Framework Approach,” in 20th International Conference on
reduces disappointment due to receiving gifts that are Enterprise Information Systems (ICEIS), 2018, pp. 657–663,
not as expected. In future research, the system will be doi: 10.5220/0006792806570663.
[14] T. Shruti, Y. Krushna, and K. Pavan, “Gift-Me : Personalized
developed by re-evaluating the variables used to assess Gift Recommender System,” J. Int. Ser. Interdiscip. Sci.
personality indicators so that there are fewer of them Technol., vol. 3, no. 1, pp. 143–148, Apr. 2018, doi:
and using another form of the Fuzzy membership 10.23960/ins.v3i1.143.
function. [15] M. T. Adiman and R. G. Guntara, “Pembangunan Aplikasi
Kadoku Pencarian Rekomendasi Hadiah Pemberian Berbasis
Android,” Universitas Komputer Indonesia, 2018.
[16] F. Mar’i, W. Firdaus Mahmudy, and C. Yusainy, “Sistem
Rekomendasi Profesi Berdasarkan Dimensi Big Five
Personality Menggunakan Fuzzy Inference System
Tsukamoto,” J. Teknol. Inf. dan Ilmu Komput., vol. 6, no. 5, pp.
457–466, 2019, doi: 10.25126/jtiik.20196942.

DOI: [Link]
Creative Commons Attribution 4.0 International License (CC BY 4.0)
992