Factors Influencing Gen Z Impulse Buying of Blind Box in Pop Mart Jakarta

Abstract

FELICIA KYLA FALYNI. Factors Influencing Gen Z Impulse Buying of Blind Box In Pop Mart Jakarta. Supervised by FEBRIANTINA DEWI and SITI JAHROH. Pop Mart blind box started to open stores in Jakarta due to its popularity and impulse buying is being related to the phenomenon, especially with Gen Z's tendency. This study aims to identify respondent characteristics, analyze the influence of store atmosphere, perceived novelty, fashion involvement, surprise, and curiosity to impulse buying, and provide managerial implications. This study was conducted in May-June 2025 which involved 270 Gen Z Jakarta residents selected by purposive sampling. Data were collected through an online survey and analyzed using descriptive analysis and Structural Equation Modelling Partial Least Squares (SEM-PLS). The majority of the respondents are women with secondary to high educational background residing in South Jakarta. The results showed that store atmosphere, perceived novelty, and surprise have a significant positive effect on curiosity, which also influenced impulse buying, while fashion involvement has no effect. Based on the results, the managerial implications include creating new surprise aspects, more engaging employees, exploring new product themes, and encouraging the Pop Mart blind box community.