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All Journal Syntax Literate: Jurnal Ilmiah Indonesia
Annabel, Angela
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Humanities Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Syntax Literate: Jurnal Ilmiah Indonesia

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Exploring the Factors Behind Gen Z’s Blind Box Purchase Intention in Jakarta Gunarian, Nathalia; Annabel, Angela; Galuh Desfianti, Winda; Angelina, Angelina
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i6.59923

Abstract

This research examines the psychological and social determinants affecting Generation Z's inclination to acquire blind boxes in Jakarta. The increasing popularity of blind boxes among Southeast Asian youth has led brands such as MINISO and Pop Mart to engage Generation Z through elements of surprise, collectability, and emotional connection. This study utilises a quantitative methodology through Structural Equation Modelling (SEM) to examine the impact of social value, perceived uncertainty, and emotional responses on purchase intention. Data were gathered via an online questionnaire disseminated to Gen Z consumers in Jakarta who often purchase blind boxes. The findings indicate that social value, influenced by peer pressure and social media exposure, significantly enhances purchase intention. Emotional responses, including excitement and satisfaction, moderate the relationship between collection value and intention. Nevertheless, perceived ambiguity does not substantially influence intention via emotional responses. These data indicate that Generation Z acquires blind boxes more for emotional gratification and social inclusion rather than for the excitement of uncertainty. The research provides guidance for marketers to develop ethical methods that resonate with Gen Z's emotional and social requirements while reducing the likelihood of impulsive or compulsive purchasing behaviours
Rebuilding Trust on the Tracks: Unveiling the Crisis Strategic Communication Cycle of Brand Equity and Participatory Culture in MRT Jakarta Desfianti, Winda Galuh; Annabel, Angela; Kusuma Patera, A. A. Aditya
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v11i2.63705

Abstract

This study investigates how participatory digital communication shapes brand equity recovery during institutional crises in public-sector transportation. In the digital era, brand equity arises from both institutional messaging and public participation. Drawing on Keller’s Customer-Based Brand Equity (CBBE) model and Jenkins’ participatory culture theory, it analyzes two 2025 MRT Jakarta disruptions: a public demonstration and QRIS payment failure. Employing a qualitative case study, the research examines social media communication, public responses, user-generated content, and media coverage across trigger, reaction, and recovery phases. Findings show MRT Jakarta’s transparent, empathetic, dialogic digital strategies turned disruptions into trust-building opportunities. Public participation—via reposting, crowdsourcing, humor, and advocacy—stabilized narratives and bolstered credibility. The study demonstrates that public-sector brand equity thrives not on operational perfection but collaborative meaning-making and digital empathy. By framing citizens as co-creators, MRT enhanced resonance and legitimacy. This extends brand equity theory to public digital governance and provides crisis communication insights for participatory media.
Co-Authors Angelina Angelina Desfianti, Winda Galuh Galuh Desfianti, Winda Gunarian, Nathalia Kusuma Patera, A. A. Aditya