Abstract
Research on Generation Z's online gaming habits, particularly in Indonesia, is intriguing. It is due to changes in consumer behavior influenced by technological advancements, which impact Generation Z, who are becoming increasingly active in online games, which can even affect purchasing power. In a broader sense, a demographic bonus controls the growth of the Indonesian population, particularly Generation Z. This study aimed to investigate the direct and indirect impacts of gaming addiction and gamer loyalty on impulse buying. The research data was collected from 250 individuals from Generation Z in Indonesia who were chosen using a purposive sampling technique. In addition, the data were analyzed with SEM AMOS 26 software. The primary finding of this study was that Generation Z's gaming addiction could increase gamer loyalty and impulse buying of virtual items in online games.
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