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The purpose of this study was to determine the influence of emotional intelligence on consumptive behavior in users of the TikTok Shop application. One psychological factor, namely emotional, also influences financial decisions and financial markets. Someone who has not been able to maximize and control himself is less able to be wise in spending money. The method used in this study is a quantitative method using a non-experimental design. The data collection technique was by distributing questionnaires, namely the emotional intelligence scale consisting of 14 items and the consumer behavior scale consisting of 27 items. The scale is presented using a Likert scale in intervals of 1-5. In this research data analysis technique uses simple regression analysis with the help of SPSS software. The subjects in this study were users of the TikTok Shop application with an age range of 17-40 years. The data obtained from the results of distributing questionnaires to the subjects is that there is no significant influence between the influence of emotional intelligence on consumptive behavior in users of the TikTok Shop application with a sig value. 0.147<0.05. So the results of this study show that there is no influence between emotional intelligence on the consumptive behavior of users of the TikTok Shop application.

There are many e-commerce sites that have been present in Indonesia, one of which is Shopee. Shopee is here to provide many attractive offers such as lots of discounts, promos, cashback etc. This can lead to consumptive behavior. This study aims to determine: (1) The effect of advertising on consumptive behavior (2) The effect of conformity on consumptive behavior (3) The influence of a hedonic lifestyle on consumptive behavior in consumptive behavior. The population of this study were users of the e-commerce application Shopee in Mojokerto. In this study using a sample of 100 respondents. The sampling technique is purposive sampling technique with the criteria of women, domicile in Mojokerto, at least 17 years old, have used or purchased goods or services through the Shopee e-commerce application. Data analysis techniques used validity and reliability tests and hypothesis testing using multiple linear regression analysis, t test, f test, and R2 test. The results of this study indicate that advertising has a positive and significant effect on consumptive behavior, conformity has a positive and significant effect on consumptive behavior, the hedonic lifestyle has a positive and significant effect on consumptive behavior, advertising, conformity and hedonic lifestyle together have a positive and significant effect on behavior. consumptiveperilaku konsumtif.