PENGARUH FEAR OF MISSING OUT (FOMO) DAN HEDONIC MOTIVATION TERHADAP IMPULSIVE BUYING TOP-UP ROBUX DI GAME ROBLOX MELALUI SELF-CONTROL PADA GENERASI Z

WULAN SUMINAR, . (2026) PENGARUH FEAR OF MISSING OUT (FOMO) DAN HEDONIC MOTIVATION TERHADAP IMPULSIVE BUYING TOP-UP ROBUX DI GAME ROBLOX MELALUI SELF-CONTROL PADA GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text BAB 1.pdf Download (1MB)
	Text BAB 2.pdf Restricted to Registered users only Download (463kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (506kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (681kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (210kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (316kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (2MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Fear of Missing Out (FOMO) dan hedonic motivation terhadap impulsive buying melalui self-control sebagai variabel mediasi pada Generasi Z yang melakukan top-up Robux di game Roblox. Penelitian ini menggunakan pendekatan kuantitatif dengan mengumpulkan data melalui penyebaran kuesioner secara daring menggunakan Google Form kepada 175 responden yang dipilih dengan teknik purposive sampling. Analisis data dilakukan menggunakan Stuctural Equation Modeling-Partial Leasr Square (SEM-PLS) dengan bantuan SmartPLS versi 4. Hasil penelitian menunjukkan bahwa Fear of Missing Out (FOMO) dan hedonic motivation masing-masing berpengaruh negatif dan signifikan terhadap self-control. Selanjutnya, self-control berpengaruh negatif dan signifikan terhadap impulsive buying. Sedangkan Fear of Missing Out (FOMO) dan hedonic motivation masing-masing berpengaruh positif dan signifikan terhadap impulsive buying. Penelitian ini juga membuktikan bahwa self-control mampu memediasi pengaruh Fear of Missing Out (FOMO) dan hedonic motivation terhadap impulsive buying. Berdasarkan hasil penelitian, disarankan agar GenerasiZ meningkatkan kemampuan self-control dalam mengelola pengeluaran digital dan mempertimbangkan kebutuhan sebelum melakukan top-up Robux. Selain itu, instansi pendidikan disarankan memperkuat literasi ekonomi digital, sedangkan pelaku bisnis digital dan pengembang game disarankan menyusun strategi pemasaran yang memperhatikan faktor psikologis konsumen sehingga tidak mendorong perilaku impulsive buying secara berlebihan. ***** The study aims to examine the influence Fear of Missing Out (FOMO) and hedonic motivation on impulsive buying through self-control as a mediating variable among Generation Z who purchase Robux top-ups in the Roblox game. This study employed a quantitative approach by collecting data through an online questionnaire distributed via Google Forms to 175 respondentd selected using a purposive sampling technique. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS version 4. The results indicate that Fear of Missing Out (FOMO) and hedonic motivation each have a negative and significant effect on self- control. Furthermore, self-control has a negative and significant effect on impulsive buying. Meanwhile, Fear of Missing Out (FOMO) and hedonic motivation each have a positive and significant effect on impulsive buying. The findings also demonstrate that self-control mediates the relationship beetwen Fear of Missing Out (FOMO) and hedonic motivation on impulsive buying. Based on these findings, it is recommended that Generation Z strengthen their self-control in managing digital spending and carefully consider their needs before purchasing Robux top-ups. In addition, educational institutions are encouraged to strengthen digital financial literacy, while digital business practitioners and game developers psychological factors in order to minimize excessive impulsive buying behavior.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Wulan Suminar .
Date Deposited:	10 Aug 2026 03:54
Last Modified:	10 Aug 2026 03:54
URI:	http://repository.unj.ac.id/id/eprint/69332

Actions (login required)

View Item