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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Sabillah, Naura Lintang Eka
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Decision Sciences, Operations Research & Management

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Navigating Uncertainty in Loot Box Purchase Decisions: Budget Constraints and Perceived Utility Sabillah, Naura Lintang Eka; Furoida, Aini Nur; Cahyono, Hendry
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 3 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.3.08

Abstract

Purpose – This study aims to understand how university students consider budget constraints, perceive the utility of digital items, and make loot box purchase decisions under uncertain outcomes.   Design/Methodology/Approach – The study employed a qualitative descriptive-exploratory design. The population consisted of university students with experience using loot box mechanics, with five informants selected through purposive sampling. Data were collected through semi-structured in-depth interviews, supported by field notes and limited observations, and analyzed using thematic analysis.   Findings – The findings indicate that students prioritize essential needs before discretionary spending. They perceive loot boxes based on functional, emotional, and symbolic utility and adopt strategies such as setting spending limits, seeking information, and evaluating previous experiences to manage uncertainty in purchasing decisions.   Originality/Value – The study offers a novel economic perspective by demonstrating how budget constraints, subjective utility, and bounded rationality interact in students’ loot box purchase decisions. The findings also highlight the importance of financial awareness and transparent probability information to support more informed digital consumption decisions.
Co-Authors Aini Nur Furoida Hendry Cahyono