Factors Influencing The Intention To Purchase Robux In Indonesia (A Study Of Roblox Players In Indonesia)
Abstract
The development of digital technology has driven the growth of the online gaming industry, particularly on user-generated content (UGC)–based platforms such as Roblox, which also function as a virtual economic ecosystem through the purchase of items using Robux. This study aims to analyze the effects of hedonic value, utilitarian value, economic value, and emotional value on the satisfaction of Roblox players in Indonesia and their subsequent impact on loyalty and intention to purchase virtual items. This research employs a quantitative approach using a survey method with 231 respondents, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that economic value has a significant effect on satisfaction and loyalty, and that loyalty has a significant effect on the intention to purchase virtual items. Meanwhile, hedonic value, utilitarian value, and emotional value do not show a significant direct effect.
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
