Abstract
This study was conducted to determine the influence of Emotional Intelligence and Family Income on Consumption Behavior of Generation Z In Makassar City In The Use Of Market Place Shopee. The study used primary and second data, the sample determination technique used in this study was Nonprobability Sampling with measurements using the Hair formula, thus obtaining a sample number of one hundred thirty (130) people who responded. The type of research used is quantitative research and data analysis techniques in this study, namely using Structural Equation Modeling (SEM) using SmartPLS version 3.0 for windows as a data analysis technique. The results of the study showed that emotional intelligence has a significantly negative relationship with consumption behavior in generation Z in Makassar, that is, the lower the emotional intelligence, the higher the consumption behavior, and vice versa. Then the family income variable showed a significant positive influence on the consumption behavior of generation Z in Makassar, meaning that the higher the family income, the higher the likelihood of generation Z for consumer behavior . Moderating of Financial Technology.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.