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Abstract

The rapid development of Indonesia's skincare industry has intensified competition through various marketing communication strategies. The phenomenon of science washing has made Generation Z increasingly critical in evaluating product claims, making rational message appeal a key factor in shaping consumer attitudes. This study aims to analyze the relationship between rational message appeal in skincare advertisements and the attitudes of Generation Z consumers in Surabaya. Using a quantitative associative approach, data were collected via an online questionnaire from 143 purposively sampled respondents. Data analysis involved validity, reliability, normality, linearity tests, Pearson and Spearman correlation, and simple linear regression. The results reveal a highly significant positive relationship (r=0.943, p<0.001), indicating that factual, evidence-based information effectively influences Generation Z's attitudes through the central route of the Elaboration Likelihood Model (ELM).

Keywords

Rational Message Appeal Skincare Advertising Consumer Attitude Generation Z Elaboration Likelihood Model

How to Cite

Citation Format
Andreas, A. N., & Yudiana Indriastuti. (2027). Hubungan Daya Tarik Pesan Rasional dalam Iklan Skincare dengan Sikap Konsumen Gen Z di Surabaya. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 11(1), 152-159. https://doi.org/10.35870/jtik.v11i1.7946

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Author Biography

Alexa Nova Andreas, University of Pembangunan Nasional Veteran Jawa Timur

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial, Budaya dan Politik, Universitas Pembangunan Nasional Veteran Jawa Timur, Kota Surabaya, Provinsi Jawa Timur, Indonesia.

License

Copyright (c) 2027 Alexa Nova Andreas, Yudiana Indriastuti

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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