THE EFFECT OF CONSUMER EMOTIONAL INTELLIGENCE ON IMPULSIVE BUYING BEHAVIOR WITH GENERATION AND GENDER AS MODERATOR

Delfia, Desy Chrisna (2021) THE EFFECT OF CONSUMER EMOTIONAL INTELLIGENCE ON IMPULSIVE BUYING BEHAVIOR WITH GENERATION AND GENDER AS MODERATOR. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

This study was conducted to determine the effect of consumer emotional intelligence on impulsive buying behavior with generation and gender as moderator. The data used are primary data obtained through questionnaires distributed through online on October 1 to October 15, 2020 and get 151 respondents. Also, the variables are tested by simple linear regression to see the effect of consumer emotional intelligence on impulsive buying behavior and moderated regression analysis to see the effect of generation and gender moderated consumer emotional intelligence on impulsive buying behavior. The findings in this study found that generation and gender don’t have any moderating effect to consumer emotional intelligence on impulsive buying behavior and consumer emotional intelligence does have an effect on impulsive buying behavior, so it is important for marketers to be aware to consumer emotional intelligence, which is can change any situation on impulsive buying behavior.

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