<![CDATA[This study aims to analyze the influence of the Roblox business model on Robux usage behavior through perceived value in the digital economy among Generation Z. Roblox is a digital platform that integrates entertainment, user-generated content, digital marketplace features, virtual items, and monetization through Robux as a virtual currency. This study used a quantitative approach with an explanatory research design. Data were collected through an online questionnaire distributed to 137 Generation Z respondents who had played Roblox and had purchased or used Robux. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results show that the Roblox business model has a positive and significant effect on perceived value (β = 0.750; p < 0.05), perceived value has a positive and significant effect on Robux usage behavior (β = 0.545; p < 0.05), and the Roblox business model directly affects Robux usage behavior (β = 0.286; p < 0.05). The mediation test shows that perceived value partially mediates the relationship between the Roblox business model and Robux usage behavior, with an indirect effect of 0.408 and p < 0.05. These findings indicate that Robux usage behavior among Generation Z is influenced not only by the platform business model but also by users’ perceived value regarding the benefits, convenience, and digital experience provided by Robux. This study contributes to digital business literature by demonstrating that perceived value serves as an important explanatory mechanism linking the Roblox business model with virtual currency usage behavior among Generation Z.]]>
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