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Abstract- This study examines how Pop Mart’s 4P marketing strategies—Product, Price, Place, and Promotion—shape Blind-box Purchasing Behavior (PB) among students at Guangxi Agricultural Vocational and Technical University (GAVTU), and compares the relative influence of each marketing-mix element. The research responds to a gap in the blind-box literature, which has often emphasized psychological motivations while giving less systematic attention to formal marketing strategies within a single integrated model. A quantitative, cross-sectional survey design was adopted. The population comprised 26, 784 full-time students, and the minimum sample size was estimated using the Taro Yamane formula. A stratified sampling approach across faculties and year levels was used, and 413 valid questionnaires were collected. The instrument was a structured 5-point Likert-scale questionnaire measuring Product, Price, Place, Promotion, and Blind-box Purchasing Behavior, together with demographic items. Content validity was confirmed by expert review using the Index of Item–Objective Congruence (IOC = 1.00), and the overall scale demonstrated excellent internal consistency (Cronbach’s alpha = .957). Data were analyzed using descriptive statistics, reliability diagnostics, Pearson correlation, and multiple regression with VIF and Durbin–Watson diagnostics. The results show that all four 4P variables positively and significantly influence Blind-box Purchasing Behavior. The regression model is statistically significant (F = 56.766, p < .001) and explains 35.8% of the variance in Blind-box Purchasing Behavior (R² = .358; Adjusted R² =.351). Promotion exerts the strongest effect (β = .247), followed by Price (β = .217), Place (β = .196), and Product (β = .145). These findings suggest that in probabilistic and hedonic micro-markets such as blind-box consumption, promotion-driven anticipation and social signaling are especially influential, while pricing fairness and channel convenience remain critical practical conditions for student consumers.

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