ANALISIS PERSUASION KNOWLEDGE GENERASI Z PADA UNDISCLOSED ADVERTISING SKINCARE DI MEDIA SOSIAL
Keywords:
Persuasion Knowledge, Undisclosed Advertising, Gen Z, Media Sosial, SkincareAbstract
Perkembangan user-generated content (UGC) dalam pemasaran digital mendorong munculnya praktik undisclosed advertising, yaitu konten promosi yang tidak mengungkapkan hubungan komersial secara jelas kepada audiens. Penelitian ini bertujuan untuk menganalisis tingkat persuasion knowledge Generasi Z pada undisclosed advertising skincare di media sosial. Pengukuran variabel diadaptasi dari Persuasion Knowledge Scales of Sponsored Content (PKS-SC) menggunakan skala Likert 7 poin. Sampel penelitian diperoleh melalui purposive sampling dengan jumlah 111 responden Generasi Z pengguna TikTok di Jabodetabek melalui penyebaran kuesioner daring berbasis video stimulus. Analisis data dilakukan secara deskriptif menggunakan IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa tingkat persuasion knowledge Generasi Z terhadap undisclosed advertising berada pada kategori sedang (mean = 4,34), dengan pemahaman terhadap niat, sumber, dan taktik iklan (conceptual) berada pada kategori baik (mean = 5,32), sedangkan penilaian dan sikap kritis terhadap iklan (evaluative) berada pada kategori cukup tidak baik (mean = 3,34). Perbedaan ini menunjukkan adanya gap antara kemampuan Generasi Z dalam mengenali dan memahami tujuan komersial serta taktik penyamaran iklan dengan kecenderungan mereka untuk mengevaluasi praktik tersebut secara kritis. Temuan ini mengindikasikan bahwa kemampuan Generasi Z dalam mengenali undisclosed advertising tidak selalu diikuti oleh kecenderungan untuk menilai praktik tersebut secara negatif, bersikap skeptis, maupun menunjukkan penolakan terhadapnya.
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