Andreas, Alexa Nova (2026) Hubungan Daya Tarik Pesan Rasional Dalam Iklan Skincare Dengan Sikap Konsumen Gen Z Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid growth of Indonesia's skincare industry has intensified competition through various marketing communication strategies. At the same time, the increasing prevalence of science washing has made Generation Z consumers more critical in evaluating product claims, making rational message appeal an important factor in shaping consumer attitudes. This study aims to examine the relationship between rational message appeal in skincare advertisements and the attitudes of Generation Z consumers in Surabaya. A quantitative associative research design was employed. Data were collected through an online questionnaire from 143 respondents selected using purposive sampling. The data were analyzed using validity and reliability tests, normality and linearity tests, Pearson and Spearman correlation analyses, and simple linear regression. The results revealed a highly significant positive relationship between rational message appeal and consumer attitudes, as indicated by a Pearson correlation coefficient of 0.943 (p<0.001), a coefficient of determination (R²) of 88.9%, and a t-value of 33.535 (p<0.001). These findings indicate that factual, objective, and scientifically supported information presented in skincare advertisements positively influences Generation Z consumers' attitudes through the central route of information processing as proposed by the Elaboration Likelihood Model (ELM). This study highlights the importance of evidence-based marketing communication in strengthening consumer trust and fostering positive attitudes toward skincare products. Keywords: rational message appeal, skincare advertising, consumer attitude, Generation Z, Elaboration Likelihood Model.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Alexa Nova Andreas | ||||||||
| Date Deposited: | 29 Jul 2026 04:10 | ||||||||
| Last Modified: | 29 Jul 2026 04:10 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58289 |
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