Karakteristik Konten Digital yang Mempengaruhi Ketertarikan Konsumen Gen Z terhadap Produk Skincare Lokal di Indonesia

Abstract

This study aims to thoroughly investigate the digital content characteristics that influence Generation Z consumers' interest in local skincare products in Indonesia. Utilizing a descriptive qualitative approach, data were gathered through an online Focus Group Discussion (FGD) involving 11 Generation Z participants aged 17–28 who are active social media users. The collected data were subsequently analyzed using thematic analysis. Guided by the Elaboration Likelihood Model (ELM), the findings reveal that Generation Z's initial attraction is heavily triggered via the peripheral route by visually aesthetic elements, engaging video editing, interactive formats, and social proof such as video virality and online engagement. However, this immediate attention is further processed and sustained through the central route as consumers critically evaluate substantive information, specifically product ingredients, benefits, safety certifications, and authentic, unbiased reviews. The study demonstrates that Gen Z exhibits high skepticism toward over-commercialized influencer endorsements, actively shifting their trust toward authentic user-generated content and relatable narratives. The practical implications suggest that local skincare brands must strategically balance peripheral aesthetic cues with transparent, high-quality information arguments in their digital marketing communication to effectively capture and maintain Gen Z's attention.