PENGARUH HEDONIC MOTIVATION, FOMO, MATERIALISM, PRICE DISCOUNT, DAN E-REVIEWS TERHADAP IMPULSIVE BUYING PADA GAME ONLINE YANG DIMODERASI OLEH FAKTOR AGE

ALVIN MAULANA, . (2025) PENGARUH HEDONIC MOTIVATION, FOMO, MATERIALISM, PRICE DISCOUNT, DAN E-REVIEWS TERHADAP IMPULSIVE BUYING PADA GAME ONLINE YANG DIMODERASI OLEH FAKTOR AGE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini menyelidiki faktor-faktor penentu impulsive buying pada virtual item dalam game online di kalangan Generasi Z di DKI Jakarta dengan menguji pengaruh hedonic motviation, Fear of Missing Out (FOMO), materialism, price discount, dan e-reviews, serta peran moderator age. Didasarkan pada Teori impulsive buying dan UTAUT2,penelitian ini mengadopsi desain survei kuantitatif dengan data yang dikumpulkan melalui kuesioner online yang didistribusikan melalui platform media sosial. Total tanggapan yang valid dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) untuk menilai model pengukuran dan struktural. Temuan empiris mengungkapkan bahwa hedonic motivation, FOMO, materialism, price discount, dan e-reviews masing-masing memberikan pengaruh positif dan signifikan terhadap perilaku impulsive buying. Selain itu, age secara signifikan memoderasi hubungan antara hedonic motivation dan impulsive buying, yang menunjukkan bahwa individu yang lebih muda lebih rentan terhadap dorongan pembelian yang digerakkan oleh afektif. Hasil ini menggarisbawahi pentingnya faktor psikologis dan kontekstual dalam membentuk perilaku konsumen online dan memberikan implikasi yang berarti bagi pengembang game dan pemasar digital yang ingin merancang strategi yang efektif di pasar barang virtual. ***** This study investigates the determinants of impulsive buying of virtual items in online games among Generation Z in DKI Jakarta by examining the effects of hedonic motivation, Fear of Missing Out (FOMO), materialism, price discount, and e-reviews, as well as the moderating role of age. Grounded in Impulsive Buying Theory and the UTAUT2 framework, this research adopts a quantitative survey design with data collected through an online questionnaire distributed via social media platforms. A total of valid responses were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to assess both the measurement and structural models. The empirical findings reveal that hedonic motivation, FOMO, materialism, price discount, and e-reviews each exert a positive and significant influence on impulsive buying behavior. Furthermore, age significantly moderates the relationship between hedonic motivation and impulsive buying, indicating that younger individuals are more susceptible to affective-driven purchasing impulses. These results underscore the importance of psychological and contextual factors in shaping online consumer behavior and provide meaningful implications for game developers and digital marketers seeking to design effective strategies in the virtual goods marketplace.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, SE., MM; 2). Annisa Lutfia, S.Pd., M.Pd.
Subjects:	Ilmu Sosial > Perdagangan, e-commerce Manajemen > Perilaku Konsumen Teknologi dan Ilmu Terapan > Teknologi (umum)
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Alvin Maulana .
Date Deposited:	23 Feb 2026 04:49
Last Modified:	23 Feb 2026 04:49
URI:	http://repository.unj.ac.id/id/eprint/65672

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