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All Journal Journal of Strategic Marketing and Innovation
Juan Wody Romansa
Universitas Negeri Jakarta
Economics, Econometrics & Finance

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The Effect of Financial Literacy and Social Proof on Impulse Purchases of Virtual Items among Generation Z Juan Wody Romansa; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.01.1.07

Abstract

This study analyzes the influence of Financial Literacy and Social Proof on Impulsive Buying behavior of virtual items among Generation Z users on the Roblox platform, with Usage Intensity as a mediating variable. Employing a quantitative approach, data were collected from 105 active Gen Z Roblox users in Indonesia through purposive sampling and analyzed using Structural Equation Modeling (PLS-SEM). The results reveal a unique phenomenon where Financial Literacy and Social Proof do not directly trigger impulsive buying. Instead, both variables significantly increase Usage Intensity. Subsequently, Usage Intensity acts as a full mediator that effectively bridges the influence of cognitive and social factors on impulsive buying decisions. These findings confirm a financial literacy paradox in the virtual economy, where high engagement and screen time (Usage Intensity) effectively weaken rational control, bridging the gap between cognitive knowledge and impulsive purchasing decisions.
Co-Authors Afidah Nur Aslamah Osly Usman Ryna Parlyna