The Effect of Perceptions of User-Generated Content and Scarcity Marketing on Impulse Buying Behavior Toward Virtual Items Among Roblox Players in Denpasar
Abstract
The online gaming industry has evolved into a massive virtual economy through digital item microtransactions. This study aims to analyze the influence of the perception of User Generated Content (UGC) and Scarcity Marketing on the Impulse Buying behavior of virtual items among Roblox players in Denpasar City. The Roblox platform was selected because of its characteristics as a metaverse that is heavily influenced by user-created content and scarcity strategies, and this study employs the Stimulus-Organism-Response (S-O-R) model as its fundamental theoretical framework to explain digital consumer behavior. The research uses a quantitative-explanatory method, with data collected through an online questionnaire distributed to members of the “Dewata Roblox Official” community in Denpasar City, selected using a purposive sampling technique, resulting in a final sample of 120 respondents. Data were analyzed using multiple linear regression through statistical software, where the independent variables were the perception of User Generated Content (X1) and Scarcity Marketing (X2) and the dependent variable was Impulse Buying (Y). The results indicate that the perception of User Generated Content has a positive and significant influence on Impulse Buying (β = 0.338; t = 4.288; p = 0.000), where authentic content increases spontaneous purchasing interest, while Scarcity Marketing is also proven to have a positive and significant influence on Impulse Buying (β = 1.007; t = 13.757; p = 0.000) through the creation of urgency and the Fear of Missing Out (FOMO) phenomenon. Simultaneously, both variables have a positive and significant influence on Impulse Buying (F = 95.298; p = 0.000), contributing 62.0% (R² = 0.620), while the remaining 38.0% is explained by other factors outside the research model. This study provides implications for game developers in designing effective digital marketing strategies and for players in improving digital financial literacy in the virtual era.
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