The Effect of Social Interaction and Personalization Customise Virtual Items on Brand Attachment, With Purchase Intention As A Mediating Variable (A Study of Generation Z Active Roblox Users in Beji District, Depok City)
DOI:
https://doi.org/10.59890/ijist.v4i8.40Keywords:
Social Interaction, Character Customization, Purchase Intention, Brand Attachment, Roblox.Abstract
This quantitative study aims to analyze the effects of social interaction and customization on brand attachment, with purchase intention serving as a mediating variable. The study involved 170 respondents selected using the rule-of-thumb sampling method, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Hypotheses were accepted when the t-statistic exceeded 1.96 and the p-value was below 0.05. The results indicate that all proposed hypotheses were accepted. Social interaction has a positive and significant effect on brand attachment (t = 6.364; p < 0.001), supporting H1, and on purchase intention (t = 4.009; p < 0.001), supporting H2. Customization has a positive and significant effect on brand attachment (t = 5.207; p < 0.001) and purchase intention (t = 4.601; p < 0.001), supporting H3 and H4, respectively. Purchase intention also has a positive and significant effect on brand attachment (t = 3.564; p < 0.001), supporting H5. The mediation analysis demonstrates that purchase intention significantly mediates the effect of social interaction on brand attachment (t = 2.341; p = 0.019), supporting H6, and the effect of customization on brand attachment (t = 2.994; p = 0.003), supporting H7. The R² value for purchase intention is 0.782, indicating that 78.2% of its variance is explained by social interaction and customization. Meanwhile, the R² value for brand attachment is 0.574, indicating that 57.4% of its variance is explained by the variables in the model. Thus, all proposed hypotheses are empirically supported.
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