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.