<![CDATA[This study aims to identify and measure the extent to which exposure to the Korean drama Start-Up influences students' perceptions of hustle culture. The theoretical framework used is Sven Windahl's Uses and Effects Theory, measuring exposure (X) through frequency, duration, and attention, and perception (Y) through cognitive, affective, and conative components. This research employs a quantitative approach with a survey method. The population in this study consisted of 220 active Communication Science students at Malikussaleh University from the class of 2022, from which a sample of 69 students was selected using purposive sampling based on Slovin's formula. Data were collected via Google Forms and analyzed using SPSS version 27. The normality test showed that the data were normally distributed with Asymp. Sig. 0.082 (>0.05). Hypothesis testing revealed a t-calculated value of 10.772, which is greater than the t-table value of 1.996, with a significance level of 0.001 (<0.05), indicating a positive and significant effect. The coefficient of determination (R2) of 0.634 indicates that exposure to Start-Up contributes 63.4% to students' perceptions of hustle culture, while 36.6% is influenced by other factors outside this study.]]>
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