Kamila, Kania Agustin Cahya (2026) ANALISIS PERSEPSI GENERASI Z TERHADAP FENOMENA BLIND BOX POP MART DALAM MEMBANGUN LOYALITAS KONSUMEN DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze Generation Z's perception of the Blind Box Pop Mart phenomenon and its role in building consumer loyalty in Surabaya. The Blind Box Pop Mart phenomenon has grown rapidly among young consumers as a product offering surprise-based and collectible consumption experiences. This research employs a descriptive qualitative approach with data collection through in-depth interviews, non-participant observation, and documentation. Thirteen informants consisting of key informants, primary informants, and supporting informants were selected through purposive sampling. The results indicate that Generation Z perceives Pop Mart's Blind Box positively, with the main loyalty drivers including emotional experiences during unboxing, aesthetic character designs, product collectibility value, and the influence of social media and digital communities. Consumer experiences are reflected through five dimensions of experiential marketing (sense, feel, think, act, relate) that synergistically shape emotional attachment and consumer loyalty. Generation Z's loyalty is demonstrated not only through repeat purchases, but also through collecting behavior, product recommendations to others, and sharing consumption experiences on social media. This study affirms that the Blind Box phenomenon represents an effective experience-based marketing strategy for the Generation Z segment.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | KANIA AGUSTIN CAHYA KAMILA | ||||||||
| Date Deposited: | 13 Jul 2026 03:00 | ||||||||
| Last Modified: | 13 Jul 2026 03:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54909 |
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