<![CDATA[This study analyzes the effectiveness of financial literacy messages conveyed through the BCA web series “Nurut Apa Kata Mama” Season 3 among Generation Z. The study uses a descriptive quantitative approach within a positivist paradigm. Data were collected online through a Likert-scale questionnaire administered to 100 Generation Z respondents who had watched and understood at least one episode of the show. Message effectiveness was measured using four information-processing indicators: attention, comprehension, acceptance, and retention. The instrument consisted of 19 statements, all of which were declared valid with item correlation values of 0.502–0.798 and reliable with a Cronbach’s Alpha of 0.928. The analysis results show that all indicators fall into the highly effective category. The comprehension indicator obtained the highest average score of 4.15, followed by attention at 4.09, acceptance at 4.05, and retention at 3.96. The overall average effectiveness score reached 4.06. These findings indicate that integrating financial messages into family storylines, comedy, current conflicts, and examples of digital transactions helps Generation Z pay attention to, understand, accept, and remember the messages conveyed. This web series is effective as an educational communication medium, although stronger message repetition and calls to share information are still needed to improve audience retention. Practically, the findings support the use of a branded entertainment approach by financial institutions to expand financial education that is relevant, accessible, and easy to digest.]]>
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