Whaler Item In Game Dalam Video Game: Analisis Teori Schwartz Dalam Hedonisme Di Video Game Pada Mahasiswa/i S1 Universitas Sumatera Utara

Abstract

This study examines hedonistic behavior in video game consumsion among undergraduate students at University of North Sumatera, focusing spesifically on the whaler, a phenomenon where players who spend excessive amounts of money on in-game items. The research investigates whether such hedonistic practice primarily serve to establish social prestige within gaming communities or to enhance gameplay functionality through purchased items. The study applies Schwartz’s theory of values to analyze the underlying motivations and value orientations that drive excessive spending in gaming enviroment. The research employs a qualitative approach to analyze hedonistic consumption patterns in video games. Data collection includes in-depth interviews and observation with undergraduate studens who regularly purchase in-game items. The researcher uses Schwartz’s theory as the primary theoretical framework to examine how personal values influence spending decision on virtual goods and to understand the psychological and social factors underlying digital consumption behaviors. The result of the study show that students spending on in-game items is mostly motivated by social status considerations (showing off wealth and rare items). The research explores how the phenomenon of whalers reflects broader hedonistic tendencies among teenager in digital enviroments, and identifies patterns in consumption behavior related to both prestige-seeking and functional enhancement through in-game purchase. The research contributes to understanding digital consumption behaviors in contemporary youth culture. It identifies potential negative conseqences of hedonistic practice in gaming, including financial strain and problematic behaviors such as theft to support gaming expenses. The study situates these findings within anthropological perspective on modern consumption practices and provides insights for addresing excessive spending in gaming. Practical implications include educational approaches for responsible digital consumption and recommendation for early intervention strategies to prevent harmful spending patterns among teenager in gaming enviroments.