Perangin-angin, Karen Talenta Gracia (2026) Hubungan Konten Unboxing di TikTok @Asakecil dengan Minat Beli Produk Blind Box pada Followers. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Unboxing content on TikTok has emerged as a persuasive communication strategy associated with consumers' purchase intention toward blind box products. This phenomenon has become increasingly prominent alongside the growing popularity of surprise-based collectible products among social media users. This study aims to examine the relationship between unboxing content on the TikTok account @asakecil and followers' purchase intention toward blind box products. This study is based on the Elaboration Likelihood Model (ELM) proposed by Petty and Cacioppo (1986) as the theoretical framework to explain how persuasive messages in unboxing content are processed through the central and peripheral routes by audiences. The unboxing content variable consists of three dimensions: message content, message attractiveness, and source credibility. This study employed a quantitative approach with a correlational research design. Data were collected through an online questionnaire distributed to 100 active followers of the TikTok account @asakecil. The data were analyzed using Spearman's Rank Correlation test with SPSS software. The findings reveal a positive and statistically significant relationship of moderate strength between unboxing content on TikTok @asakecil and followers' purchase intention toward blind box products. This result is indicated by a Spearman's correlation coefficient of 0.400, which falls within the moderate correlation category. These findings suggest that the higher the perceived quality of unboxing content, the greater the followers' purchase intention toward the featured blind box products. From the perspective of the Elaboration Likelihood Model, purchase intention is formed through a combination of the central and peripheral processing routes, with peripheral cues, such as visual appeal and the creator's expressive presentation, playing a more dominant role on the TikTok platform. This study confirms that unboxing content serves not only as a form of entertainment but also as an effective persuasive communication medium in fostering consumers' purchase intention in the digital era. Keywords: Unboxing Content, Blind Box, Purchase Intention, TikTok
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Karen Talenta Gracia Perangin-angin | ||||||||
| Date Deposited: | 10 Jul 2026 03:40 | ||||||||
| Last Modified: | 10 Jul 2026 05:34 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55025 |
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