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All Journal Danadyaksa: Post Modern Economy Journal
Margareth Ongkowijoyo
Universitas Ciputra, Surabaya, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Repurchase Intentions for Blind Box Purchases: A Study of Gen Z Consumer Behavior (Surabaya) Margareth Ongkowijoyo; Metta Padmalia
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 2 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i2.921

Abstract

This study examines the influence of Content Marketing and Social Media Marketing on Repurchase Intentions, with Perceived Value as a mediating variable, in the context of blind box products among Generation Z consumers in Surabaya. The rapid growth of blind box consumption, driven by experiential value and digital engagement, highlights the importance of understanding consumer behavior in this emerging market. A quantitative approach was employed using a survey of Generation Z consumers who have purchased blind box products, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that both Content Marketing and Social Media Marketing have a positive and significant effect on Perceived Value. Content Marketing also directly and significantly influences Repurchase Intentions, whereas Social Media Marketing does not show a direct significant effect. Furthermore, Perceived Value significantly influences Repurchase Intentions and serves as a mediator. Specifically, it partially mediates the relationship between Content Marketing and Repurchase Intentions, and fully mediates the relationship between Social Media Marketing and Repurchase Intentions. This study contributes by integrating key marketing variables within a single framework and offers practical insights for developing effective digital marketing strategies to enhance consumer value and encourage repeat purchases.
Co-Authors Metta Padmalia