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Dampak Paparan Iklan dan Konten Promosi Judi Online terhadap Perilaku dan Persepsi Masyarakat Indonesia: Analisis Mekanisme Persuasi Digital, Targeting Audiens, dan Implikasinya terhadap Perlindungan Konsumen di Platform Media Sosial Parwito Parwito; Salamun; Edi Susilo; Linda Astuti; Prio Susanto; Dyah Noor Intan; Tri Wahyuniarti; Deni Dwi Cahya
Journal of Social Science and Humanities Vol. 4 No. 2 (2025): July-December
Publisher : GAYAKU PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58222/jossh.v4i2.1752

Abstract

Penelitian ini menganalisis dampak paparan iklan dan konten promosi judi online terhadap perilaku dan persepsi masyarakat Indonesia dalam konteks perlindungan konsumen digital. Dengan menggunakan pendekatan kualitatif-kuantitatif melalui analisis konten, survei terhadap 150 responden, dan wawancara mendalam terhadap 25 informan, penelitian ini mengungkap mekanisme persuasi digital yang digunakan dalam iklan judi online serta dampaknya terhadap pembentukan sikap dan perilaku masyarakat. Hasil penelitian menunjukkan bahwa 67,8% responden terpapar iklan judi online minimal 3-5 kali per hari melalui platform media sosial, dengan tingkat efektivitas persuasi mencapai 42,3% pada kelompok usia 18-35 tahun. Analisis mengidentifikasi lima mekanisme persuasi utama: normalisasi melalui narasi kemenangan, penggunaan influencer dan selebriti, strategi targeting berbasis algoritma, manipulasi psikologis melalui teknik FOMO dan scarcity, serta eksploitasi celah regulasi platform digital. Framework konseptual yang dikembangkan menunjukkan bahwa paparan iklan judi online mempengaruhi tiga dimensi utama: perubahan persepsi terhadap normalitas judi, pembentukan intensi perilaku, dan kerentanan terhadap kecanduan. Studi ini juga mengidentifikasi keterbatasan mekanisme perlindungan konsumen yang ada, termasuk lemahnya enforcement regulasi, minimnya literasi digital masyarakat, dan ketidakefektifan sistem pelaporan konten berbahaya. Implikasi kebijakan mencakup perlunya penguatan regulasi iklan digital, peningkatan literasi digital dan kesadaran risiko, serta kolaborasi multi-stakeholder antara pemerintah, platform digital, dan masyarakat sipil dalam menciptakan ekosistem digital yang lebih aman dan bertanggung jawab. Kata Kunci: iklan judi online, persuasi digital, media sosial, perlindungan konsumen, targeting algoritma, literasi digital, regulasi platform digital
Strengthening Community Media Literacy and Digital Skills through Smart Media Education in Talang Pasak Village, North Bengkulu Regency Parwito Parwito; Wismalinda Rita; M. Rafhel Anggra Setia; Tri Wahyuniarti
JURNAL BESEMAH Vol. 5 No. 1 (2026): JANUARI-JUNI
Publisher : Gayaku Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58222/4eqkay88

Abstract

The rapid development of digital technology has transformed how people access, produce, and disseminate information through various media platforms. While easier access to digital media provides numerous benefits, it also increases the risk of exposure to hoaxes, disinformation, online fraud, privacy violations, and unethical or irresponsible social media use. These challenges highlight the importance of strengthening media literacy and digital skills, particularly among rural communities. This community service program aimed to improve community knowledge, critical awareness, and digital skills in using digital media intelligently, safely, ethically, and responsibly in Talang Pasak Village, Kerkap District, North Bengkulu Regency. The program employed educational, participatory, and contextual approaches through several stages, including needs identification, educational sessions, interactive discussions, simulations for identifying and verifying digital information, safe digital media practices, evaluation, and reflection. The educational materials covered media and digital literacy, identification of credible information and hoaxes, personal data protection, ethical communication on social media, and productive use of digital platforms. The results indicated positive improvements in participants’ understanding and responses, particularly in recognizing information that requires verification, understanding the importance of protecting personal data, and applying ethical principles when interacting in digital spaces. Participants also demonstrated active engagement in discussions and case-based simulations related to everyday social media use. These findings indicate that education based on real-life digital challenges and practical activities can serve as an appropriate strategy for strengthening media literacy and digital skills in rural communities. The sustainability of the program requires continuous assistance, accessible educational resources, and active collaboration between village authorities and community members to foster a critical, safe, productive, ethical, and responsible digital culture.