Liusditari, Brigitta Dwi (2023) THE INFLUENCE OF THE INTENSITY OF ACCESSING GAMING CONTENT ON YOUTUBE AND PEER GROUP COMMUNICATION ON IMPULSE BUYING OF ONLINE GAME VIRTUAL ITEMS AMONG ELEMENTARY SCHOOL CHILDREN. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The phenomenon of buying virtual products for online games is happening among elementary school children in Indonesia. This is inseparable from the influence of external push factors such as the gaming content they watch and also their peers. Virtual buying can be seen as a good aspect from a sales and marketing perspective. However, children are understood as passive consumers in the market because their understanding of consuming goods is still immature until they reach their teenage years. Elementary school children who are immature in mind and mentally should not over-purchase virtual products. They are considered to be in concrete operational cognitive development where they are known to be, not yet fully developed, in positioning themselves as consumers in the market. Social media such as YouTube plays an important role in one of the online game marketing activities. Currently, many game companies use YouTube influencers to promote their products. In addition, with a group of peers who have the same gaming hobby, this encourages children's attitudes in developing themselves as consumers in the market. Along with the wider children's environment, there is a need for children to find a place in the age group they want to reach. This study aims to explain the effect of the intensity of accessing gaming content on YouTube and peer group communication on spontaneous purchases of virtual products for online games among elementary school children. This study uses a quantitative approach. The theory used in this study is the theory of Consumer Socialization, with a sampling technique in the form of convenient sampling. The results of hypothesis testing with multiple linear regression tests show that the intensity of accessing game content on YouTube and peer group communication has no influence on impulse buying of virtual products for online games among elementary school children.

Keywords: Gaming content on YouTube, Peer Groups, Spontaneous Purchases, Virtual Products

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