Memaknai Blind Box: Studi Kualitatif tentang Pengalaman Konsumen dalam Pembelian Produk Koleksi
DOI:
https://doi.org/10.38035/jsmd.v4i2.1205Keywords:
blind box, pengalaman konsumen, makna psikologis, analisis tematikAbstract
Penelitian ini bertujuan untuk mengeksplorasi pengalaman dan makna psikologis konsumen muda dalam membeli produk blind box. Menggunakan pendekatan kualitatif deskriptif dengan metode analisis tematik refleksif, data dikumpulkan melalui wawancara semi-terstruktur terhadap lima partisipan yang dipilih menggunakan teknik purposive sampling. Hasil analisis menunjukkan empat tema utama, yaitu (1) pengalaman kejutan dan ketidakpastian, (2) kesenangan dan pemenuhan diri, (3) pengaruh sosial dan media digital, serta (4) dinamika antara dorongan membeli dan kontrol diri. Ketidakpastian mengenai isi blind box memunculkan rasa penasaran dan antisipasi yang direspons dengan strategi koping berbeda-beda antar individu. Blind box juga dimaknai sebagai sumber hiburan, self-reward, dan pemenuhan diri, dengan variasi fungsi mulai dari kemandirian finansial hingga motif ekonomi bagi partisipan yang berperan ganda sebagai reseller. Media sosial, tren unboxing, dan lingkungan pertemanan turut membentuk ketertarikan awal terhadap blind box, sementara pola pembelian bergerak pada kontinum dari yang paling terencana dan terkendali hingga yang paling impulsif. Temuan ini menegaskan bahwa pembelian blind box merupakan pengalaman konsumsi multidimensional yang melibatkan interaksi antara aspek emosional, personal, sosial, dan regulasi diri, serta memberikan dasar bagi pengembangan kerangka teoritis konsumsi blind box yang lebih kontekstual.
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