Marwa, Chikal Afiryal (2026) HUBUNGAN SELF PRESENTATION MELALUI KUSTOMISASI AVATAR PADA ROBLOX DENGAN PERILAKU KONSUMTIF REMAJA AKHIR DI DUNIA VIRTUAL. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study explores the relationship between self-presentation via avatar customization on Roblox and the consumptive behavior of late-stage adolescents in the virtual world. The rise of metaverse platforms has established Roblox as a significant space for adolescents to construct virtual identities using various customization features. Grounded in Erving Goffman’s Dramaturgy and Jean Baudrillard Consumption theories, this research examines whether impression management through digital avatars correlates with impulsive virtual item purchases performed to gain social recognition in digital environments.The study employs a quantitative positivistic approach and a survey method. Data were gathered from 100 active Roblox users aged 17–21, selected through purposive sampling. A validated and reliable online questionnaire served as the primary data collection instrument. To test the hypothesis, the Spearman Rank correlation coefficient was used to measure the strength and direction of the relationship between the self-presentation variable and consumptive behavior.Results show a correlation coefficient of 0.635 with a significance level of 0.001, indicating a strong and significant positive relationship. These findings demonstrate that increased efforts in self-presentation through avatar customization significantly correspond with a higher tendency toward consumptive behavior. The study concludes that customization features drive adolescents toward symbolic consumption to reinforce an ideal self-image. This highlights a critical need for enhanced digital financial literacy to help youth manage virtual expenditures more effectively. Keywords: Roblox, Self Presentation, Avatar Customization, Consumptive Behavior, Late Adolescents
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Chikal Afiryal Marwa | ||||||||
| Date Deposited: | 21 Jul 2026 06:10 | ||||||||
| Last Modified: | 21 Jul 2026 07:59 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56466 |
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