Permatasari, Sherly Della (2026) Pengaruh Nilai Fungsional, Nilai Sosial, Dan Motivasi Hedonis Terhadap Minat Beli Ulang Barang Virtual Pada Pengguna Roblox Di Kalangan Generasi Z Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research is motivated by the increasingly rapid development of digital technology, particularly in the online gaming industry, which has driven the emergence of the phenomenon of virtual goods purchases. Generation Z, as active users of digital platforms, has a high tendency to purchase virtual items as part of their lifestyle and gaming experience. However, the decision to repurchase is influenced not only by product benefits but also by social and emotional factors. Therefore, this study aims to determine the influence of functional value, social value, and hedonic motivation on repurchase intention of virtual goods among Roblox users among Generation Z in Surabaya. The research method used is a quantitative approach with an associative approach. Data collection was conducted through questionnaires distributed to 156 respondents who are active Roblox users and have purchased virtual goods. Data analysis techniques used validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with the aid of statistical software. The results showed that functional value, social value, and hedonic motivation simultaneously had a positive and significant effect on repurchase intention for virtual goods. Partially, all three variables also had a positive and significant effect, with functional value being the most dominant variable. This suggests that the tangible benefits of virtual goods, social support, and pleasurable emotional experiences are important factors in encouraging users to repurchase.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Sherly Della Permatasari | ||||||||
| Date Deposited: | 18 May 2026 02:13 | ||||||||
| Last Modified: | 18 May 2026 02:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51774 |
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