<![CDATA[The rapid development of digital technology and online shopping platforms has increased impulsive buying behavior among university students, particularly Generation Z, who are highly exposed to digital marketing stimuli and social media influences. This study aimed to explore emotional intelligence among university students who engage in impulsive buying behavior. The research employed a phenomenological approach using Interpretative Phenomenological Analysis (IPA), involving three active students of BINUS University Malang selected through purposive sampling. Data were collected through in-depth interviews, participatory observation, documentation studies, and interviews with significant others. Data were analyzed following the iterative IPA process: reading and re-reading transcript, exploratory noting, constructing experiential statements, and developing them into Personal Experiential Themes (PETs) and Group Experiential Themes (GETs). The findings revealed that emotional intelligence in impulsive buying behavior appeared through five Group Experiential Themes: self-awareness, self-regulation, self-motivation, empathy, and social skills. Participants were generally able to recognize emotional triggers such as stress, sadness, fear of missing out (FoMO), and curiosity, yet often struggled to regulate impulsive urges when faced with emotional pressure, social influence, promotions, and digital shopping convenience. In addition, digital platform accessibility emerged as an additional contextual factor strengthening impulsive buying behavior among students. Abstrak Perkembangan teknologi digital dan platform belanja daring telah meningkatkan perilaku impulsive buying pada mahasiswi, khususnya Generasi Z yang sangat terpapar stimulus pemasaran digital dan pengaruh media sosial. Penelitian ini bertujuan untuk menggali emotional intelligence pada mahasiswi yang melakukan impulsive buying. Penelitian menggunakan pendekatan fenomenologis dengan metode Interpretative Phenomenological Analysis (IPA), dengan melibatkan tiga mahasiswa aktif BINUS University Malang yang dipilih melalui purposive sampling. Pengumpulan data dilakukan melalui wawancara mendalam, observasi partisipatif, studi dokumentasi, serta wawancara dengan significant others. Analisis data mengikuti proses IPA yang bersifat iterative: pembacaan berulang transkrip, pencatatan eksploratif, penyusunan experiential statements, hingga pengembangan menjadi Personal Experiential Theme (PET) dan Group Experiential Theme (GET). Hasil penelitian menunjukkan bahwa emotional intelligence dalam perilaku impulsive buying tergambar melalui lima Group Experiential Theme, yaitu self-awareness, self-regulation, self-motivation, empathy, dan social skills. Partisipan mampu mengenali pemicu emosional seperti stres, sedih, Fear of Missing Out (FoMO), dan rasa penasaran, namun masih mengalami kesulitan dalam mengendalikan dorongan impulsif ketika menghadapi tekanan emosional, pengaruh sosial, promosi, serta kemudahan berbelanja secara digital. Selain itu, aksesibilitas platform digital muncul sebagai faktor kontekstual tambahan yang memperkuat perilaku impulsif buying pada mahasiswa.]]>
