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

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 product. Nowadays, 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