ANALYZING GENERATION Z VIRTUAL ITEM PURCHASE INTENTION THROUGH PEER INFLUENCE AND COMMUNITY ENGAGEMENT IN ROBLOX

Abstract

This study aims to examine the influence of community engagement on peer influence among gen Z users of Roblox, peer influence on virtual item purchase intention, the mediating role of peer influence between community engagement and purchase intention and to propose marketing recommendations based on generation Z purchasing behaviour in Roblox. A quantitative survey involving 118 Roblox users in Indonesia aged 13–26 was conducted from October 2025 to January 2026 using purposive sampling, and data were analyzed through PLS-SEM. Results showed that community engagement had a positive and significant effect on peer influence, which in turn had a positive and significant effect on purchase intention. Mediation analysis confirmed that peer influence significantly mediated the relationship between community engagement and purchase intention, indicating that Generation Z's virtual purchasing behavior was shaped by social interaction and community participation rather than individual evaluation alone.