<![CDATA[This study examines and empirically investigates the effects of collection, investment, and uncertainty on purchase intention toward Pop Mart blind box products through positive emotion and social value among Generation Z in Banjarmasin. This research employed a quantitative approach using an explanatory research design. The study population consisted of Generation Z consumers in Banjarmasin who had purchased or expressed an intention to purchase Pop Mart blind box products. A total of 190 respondents were selected using a purposive sampling technique. Data were collected through a Likert- scale questionnaire and analyzed using Partial Least Squares– Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings reveal that collection has no significant effect on positive emotion, whereas investment and uncertainty have positive and significant effects on positive emotion. In addition, uncertainty has a positive and significant effect on social value.]]>
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