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.

Shopee is an e-commerce which is known for frequently changing brand ambassadors with the aim of attracting consumers from all classes and ages. Furthermore, another effort which is made by Shopee is that improve the quality of its products in order to attract more consumers. The aim of this study is that to analyze the influence of brand ambassadors and perceptions of product quality on purchase intention with the subject of student of the Shopee application users. This study used quantitative methods. Moreover, the samples in this study were 107 students who used Shopee application who were selected by using a purposive sampling technique. Meanwhile, the results of the hypothesis were analyzed by using multiple linear regressions. The results of the analysis show that there is no influence of brand ambassadors on purchase intention with a sig value. 0.301 (p>0.05). However, there is an effect of perceived product quality on purchase intention of students who use Shopee application with a Sig. 0.00 (p<0.05). Both of them can simultaneously influence the purchase intention of students who use Shopee application with a large influence seen from the R square coefficient of 36.6% so that the other 63.4% is influenced by other variables.