Hubungan Daya Tarik Pesan Rasional dalam Iklan Skincare dengan Sikap Konsumen Gen Z di Surabaya
DOI:
https://doi.org/10.35870/jtik.v11i1.7946Keywords:
Rational Message Appeal, Skincare Advertising, Consumer Attitude, Generation Z, Elaboration Likelihood ModelAbstract
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).
Downloads
References
Agustini, N., & Elistia, E. (2024). Determinants of purchase intention of skincare products, brand image as moderation on the TikTok platform. Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 2(3), 87–116.
Claassen, G. (2021). The viral spreading of pseudoscientific and quackery health messages on Twitter. Current Allergy and Clinical Immunology, 34(1), 18–22.
Cramer, D., & Howitt, D. (2020). The SAGE dictionary of quantitative management research. SAGE Publications.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt Brace Jovanovich.
Faradiba, K. F., & Annas, F. B. (2024). Pengaruh daya tarik pesan pada konten review Rumah Parkville Sentul City terhadap minat beli konsumen. Jurnal Komunikasi, Masyarakat dan Keamanan, 6(2), 91–102.
Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). SAGE Publications.
Fitriasari, D., Riyoko, S., & Roosdhani, M. R. (2025). The effect of influencer popularity on purchase decisions among Gen Z consumers: Case study of scientific skincare products. Journal Name, 5(2), 471–485.
Fromm, J., & Read, A. (2018). Marketing to Gen Z. AMACOM.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Hair, J. F., Page, N., & Brunsveld, N. (2020). Essentials of business research methods (4th ed.). Routledge.
Humas Kementerian UMKM. (2025). Menteri UMKM dorong produk kosmetik lokal kuasai pasar domestik hingga go global.
Kementerian Perindustrian Republik Indonesia. (2024). Kemenperin Gadang potensi industri kosmetik semakin gemilang. Jakarta: Kementerian Perindustrian.
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson.
Maghfiroh, A. Z., Pantiwati, Y., Husamah, T. I., Permana, T. I., & Fauzi, A. (2024). Correlation between belief in science and belief in pseudoscience in high school students. Biosfer: Jurnal Pendidikan Biologi, 17(1), 164–171.
Metin, D., Cakiroglu, J., & Leblebicioglu, G. (2020). Perceptions of eighth graders concerning the aim, effectiveness, and scientific basis of pseudoscience: The case of crystal healing. Research in Science Education, 50(1), 175–202.
Muhammad, A., Dharta, F. Y., & Kusumaningrum, R. (2024). Pengaruh komunikasi persuasif host live shopping TikTok Shop Aerostreet terhadap keputusan pembelian followers. Linimasa: Jurnal Ilmu Komunikasi, 7(1), 1–13.
Nurman, M. A., Salmiyah, D., & Ali, F. (2022). Pengaruh penggunaan daya tarik pesan terhadap customer engagement followers pada caption akun Instagram Netflix Indonesia. Jurnal Komunikasi, 16(2), 210–223.
Pallant, J. (2020). SPSS survival manual (7th ed.). McGraw-Hill Education.
Parijin, M. M. P. (2023). Pengaruh daya tarik rasional iklan dan daya tarik emosional iklan Spotify Premium terhadap keputusan berlangganan pelajar Generasi Z di Kota Bandung. Dinamika Publik, 1(4), 323–341.
Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. Springer-Verlag.
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
Sarstedt, M., & Mooi, E. (2019). A concise guide to market research. Springer.
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson.
Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.). Wiley.
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (13th ed.). Pearson.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2019). Metode penelitian kombinasi (mixed methods). Alfabeta.
The Guardian. (2024). Calls for tougher regulation of scientific claims in beauty products.
Ustymenko, R. (2023). Trends and innovations in cosmetic marketing. Journal Name, 8(3), 1–6.
Downloads
Published
Issue
Section
License
Copyright (c) 2027 Alexa Nova Andreas, Yudiana Indriastuti
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
