Analisis Pengaruh Faktor Internal, Eksternal, Dan Situasional Terhadap Perilaku Pembelian Impulsif Generasi Z Pada Produk Blind Box Di Indonesia

Natania, Nasywa Carrissa (2026) Analisis Pengaruh Faktor Internal, Eksternal, Dan Situasional Terhadap Perilaku Pembelian Impulsif Generasi Z Pada Produk Blind Box Di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pasar produk blind box mengalami perkembangan yang cukup signifikan dan semakin menarik perhatian konsumen muda, khususnya Generasi Z. Karakteristik blind box yang menawarkan ketidakpastian isi, unsur kejutan, nilai koleksi, dan peluang memperoleh figur langka dapat mendorong konsumen melakukan pembelian secara spontan, terutama dalam konteks pembelian langsung di toko fisik. Penelitian ini bertujuan untuk menganalisis pengaruh faktor internal, eksternal, dan situasional terhadap perilaku pembelian impulsif Generasi Z pada produk blind box di Indonesia, dengan didukung oleh Teori Pengambilan Keputusan Konsumen, Teori Emosi Kognitif, dan Teori Pemenuhan Diri Simbolik. Faktor internal terdiri atas hedonic consumption dan consumer’s mood, faktor eksternal terdiri atas store layout dan product promotion, sedangkan faktor situasional terdiri atas person's situation, materialism, dan product attributes. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan teknik purposive sampling, di mana data dikumpulkan melalui kuesioner online kepada 190 responden Generasi Z yang pernah membeli produk blind box secara offline di Indonesia dalam tiga bulan terakhir, kemudian dianalisis menggunakan regresi linier berganda melalui IBM SPSS Statistics versi 32. Hasil penelitian menunjukkan bahwa ketujuh variabel independen secara simultan berpengaruh signifikan, namun secara parsial hanya person’s situation dan materialism yang berpengaruh positif dan signifikan terhadap impulsive buying behavior, sedangkan hedonic consumption, consumer’s mood, store layout, product promotion, dan product attributes tidak berpengaruh signifikan. Temuan ini menunjukkan bahwa pembelian impulsif pada produk blind box lebih dipengaruhi oleh kondisi situasional dan dorongan kepemilikan konsumen dibandingkan dengan aspek hedonis maupun stimulus dari lingkungan toko, sehingga pelaku usaha blind box perlu memperhatikan strategi yang menyasar aspek situasional dan psikologis konsumen, bukan hanya berfokus pada promosi maupun tata letak toko.
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The blind box market has experienced significant growth and increasingly attracts the attention of young consumers, particularly Generation Z. The characteristics of blind box products, which offer content uncertainty, an element of surprise, collectible value, and the chance to obtain rare figures, can encourage consumers to make spontaneous purchases, particularly in the context of direct purchases at physical stores. This study aims to analyze the influence of internal, external, and situational factors on the impulsive buying behavior of Generation Z toward blind box products in Indonesia, supported by Consumer Decision-Making Theory, Cognitive Emotions Theory, and Self-Completion Theory. Internal factors consist of hedonic consumption and consumer’s mood, external factors consist of store layout and product promotion, while situational factors consist of person's situation, materialism, and product attributes. This study employs a quantitative explanatory approach with a purposive sampling technique, in which data were collected through an online questionnaire from 190 Generation Z respondents who had purchased blind box products offline in Indonesia within the past three months, and then analyzed using multiple linear regression through IBM SPSS Statistics version 32. The results show that all seven independent variables have a significant effect simultaneously. However, only the person’s situation and materialism have a positive and significant effect on impulsive buying behavior. In contrast, hedonic consumption, consumer’s mood, store layout, product promotion, and product attributes have no significant effect. These findings indicate that impulsive buying behavior in blind box products is more strongly influenced by situational conditions and consumers' possession-driven motives than by hedonic aspects or store-related stimuli, suggesting that blind box retailers should focus on strategies that address consumers' situational and psychological aspects rather than solely on promotion or store layout.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	blind box, faktor eksternal, faktor internal, faktor situasional, Generasi Z, perilaku pembelian impulsif, external factors, Generation Z, impulsive buying behavior, internal factors, situational factor
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Nasywa Carrissa Natania
Date Deposited:	31 Jul 2026 02:11
Last Modified:	31 Jul 2026 02:11
URI:	http://repository.its.ac.id/id/eprint/140871

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