<![CDATA[The study aims to examine the influence Fear of Missing Out (FOMO) and hedonic motivation on impulsive buying through self-control as a mediating variable among Generation Z who purchase Robux top-ups in the Roblox game. This study employed a quantitative approach by collecting data through an online questionnaire distributed via Google Forms to 175 respondentd selected using a purposive sampling technique. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS version 4. The results indicate that Fear of Missing Out (FOMO) and hedonic motivation each have a negative and significant effect on self- control. Furthermore, self-control has a negative and significant effect on impulsive buying. Meanwhile, Fear of Missing Out (FOMO) and hedonic motivation each have a positive and significant effect on impulsive buying. The findings also demonstrate that self-control mediates the relationship beetwen Fear of Missing Out (FOMO) and hedonic motivation on impulsive buying. Based on these findings, it is recommended that Generation Z strengthen their self-control in managing digital spending and carefully consider their needs before purchasing Robux top-ups. In addition, educational institutions are encouraged to strengthen digital financial literacy, while digital business practitioners and game developers psychological factors in order to minimize excessive impulsive buying behavior]]>
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