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Alexa Nova Andreas

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#data science Open access Jan 2027

Hubungan Daya Tarik Pesan Rasional dalam Iklan Skincare dengan Sikap Konsumen Gen Z di Surabaya

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. Th...

Alexa Nova Andreas, Yudiana Indriastuti · 0 citations

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