Pengaruh FOMO dan Nilai Sosial terhadap Perilaku Pembelian Impulsif: Studi pada Komunitas Roblox Indonesia
Abstract
This research investigates the psychological FOMO (Fear of Missing Out) and social value behind Gen Z’s impulsive buying of avatars in the Roblox marketplace in Indonesia within the AKRI and KARIS communities. The study is specified on buy avatar with robux, with population 109 respondents aged 14–23 years. Through a multiple linear regression approach, the model achieved overall significance (F = 12413; p = 0.000). Partial hypothesis testing confirmed the significant impact of FOMO on impulsive avatar purchases (beta = 0.168; p = 0.038). Though, social value had no significant effect (p = 0.123). The study found Roblox avatar items among Gen Z Indonesian players are driven by FOMO trends rather than the social value. Creators are advised to apply marketing strategy based on time-limited drops or exclusive items.
Keywords
Fear of Missing Out, Impulsive Buying, Roblox, Social Value
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