Kecerdasan Emosi dan Kecenderungan Belanja Impulsif : Persepsi Kontrol Perilaku Sebagai Mediasi

The large number of advertisements displayed in print and electronic media can influence consumers’ purchasing decisions. Consumers with low emotional intelligence are assumed to make purchasing decisions quickly without careful consideration. Perceived behavioral control is assumed to mediate the effect of emotional intelligence on impulsive buying tendency. This study aims to examine the effect of emotional intelligence on impulsive buying tendency and to analyze the mediating role of perceived behavioral control in this relationship.The research sample consisted of 262 students from UIN Antasari Banjarmasin, selected using convenience sampling. Data were collected through questionnaires comprising three instruments: the Wong and Law Emotional Intelligence Scale (WLEIS) to measure emotional intelligence, the Impulse Buying Tendency (IBT) scale to measure impulsive buying tendency, and a perceived behavioral control instrument based on the Theory of Planned Behavior. Data analysis was conducted using the Mediation Regression Analysis Process by Hayes. The results show that emotional intelligence has a negative and significant effect on impulsive buying tendency. However, the indirect effect of emotional intelligence on impulsive buying tendency through perceived behavioral control was not significant. These findings indicate that perceived behavioral control does not mediate the relationship between emotional intelligence and impulsive buying tendency. Thus, impulsive buying tendency is more directly influenced by emotional intelligence.