HUBUNGAN ANTARA KECERDASAN EMOSI DENGAN IMPULSE BUYING PADA KONSUMEN APEL DI HYPERMART GORONTALO DIMASA PANDEMI COVID-19

Abstract

This present work explores the correlation between emotional intelligence and impulse buying among Apple consumers during the COVID-19 pandemic. It was conducted at Hypermart Gorontalo from August to October 2021. The sample consisted of 30 people collected using an accidental sampling technique directly from the first source with surveys. All data were further analyzed with correlation and path analysis, processed with SPSS 20. The results revealed a negative relationship between emotional intelligence and impulse buying with a correlation coefficient of rxy = -0.479 and a significance value of p = 0.007. Thus, the study concludes that the lower the emotional intelligence, the higher the impulse buying during the COVID-19 pandemic