Robux Purchase Decision on Roblox App: Brand Ambassador Influence, Appeal, and Promotional Messages Among Generation Z

This study aims to analyze the influence of brand ambassadors, appeal, and promotional messages on Robux purchase decisions on the Roblox application. This study uses a quantitative approach. The population in this study is Roblox consumers, with a sample of 97 respondents determined using purposive sampling techniques. Data collection was carried out through a questionnaire with a Likert scale. Data analysis using SPSS version 25 included descriptive statistical analysis, validity and reliability tests, multiple linear regression tests, determination coefficient tests, and hypothesis tests. The results show that brand ambassadors and appeals have a positive and significant effect on purchasing decisions. Meanwhile, promotional messages have the most dominant influence on purchase decisions. Simultaneously, these three variables also have a positive and significant effect on purchasing decisions. A determination coefficient value of 0.524 indicates that brand ambassadors, appeals, and promotional messages were able to explain purchase decisions by 52.4%, and the remaining 47.6% were influenced by other factors outside of the study. Thus, it can be concluded that the model's ability to explain dependent variables is quite strong.