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
DOI:
https://doi.org/10.58222/jossh.v4i2.1752Keywords:
iklan judi online, persuasi digital, media sosial, perlindungan konsumen, targeting algoritma, literasi digital, regulasi platform digitalAbstract
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
References
Anam, C. (2023). Penegakan Hukum Terhadap Endorse Judi Online Melalui Aplikasi Youtube. repository.unisma.ac.id. https://repository.unisma.ac.id/handle/123456789/8820
Browne, M., Russell, A. M. T., Begg, S., Rockloff, M., Li, E., Rawat, V., & Hing, N. (2021). Benchmarking gambling screens to health-state utility: The PGSI and the SGHS estimate similar levels of population gambling-harm. Center for Open Science. https://doi.org/10.31234/osf.io/fu4mj
Coulter, K. S. (2016). How Hand Proximity Impacts Consumer Responses to a Persuasive Communication. Psychology & Marketing, 33(2), 135–149. https://doi.org/10.1002/mar.20860
Damayanti, F. (2024). ANALISIS TINDAK PIDANA KEJAHATAN JUDI ONLINE BERDASARKAN HUKUM POSITIF. In Prosiding SNAPP : Sosial Humaniora, Pertanian, Kesehatan dan Teknologi (Vol. 2, Issue 1, pp. 25–32). Universitas Wiraraja. https://doi.org/10.24929/snapp.v2i1.3116
David, J. L., Thomas, S. L., Randle, M., Pitt, H., & Daube, M. (2019). Parent and child perceptions of gambling promotions in Australian sport. Health Promotion International, 35(2), 362–372. https://doi.org/10.1093/heapro/daz028
Dermawan, A., Amalia, A., Ramdhan, W., Tiara, A., & Alfina, C. (2024). Viktimologi Hukum Bagi Korban Tindak Pidana Kejahatan Digitalisasi. In Jurnal Bangun Abdimas (Vol. 3, Issue 1, pp. 245–250). PT Bangun Harapan Bangsa. https://doi.org/10.56854/ba.v3i1.336
Deyanti, A. A., & Ruhaeni, N. (2024). Implementasi Undang-Undang Nomor 19 Tahun 2016 Tentang Informasi dan Transaksi Elektronik (Uu Ite) terhadap Pelaku Judi Online dan Penegakkan Perjudian Online di Kabupaten Garut. In Bandung Conference Series: Law Studies (Vol. 4, Issue 1, pp. 151–159). Universitas Islam Bandung (Unisba). https://doi.org/10.29313/bcsls.v4i1.9785
Gainsbury, S. M., King, D. L., Russell, A. M. T., Delfabbro, P., Derevensky, J., & Hing, N. (2016). Exposure to and engagement with gambling marketing in social media: Reported impacts on moderate-risk and problem gamblers. Psychology of Addictive Behaviors, 30(2), 270–276. https://doi.org/10.1037/adb0000156
Hawker, C. O., Dias, S. E., Merkouris, S. S., Rodda, S. N., & Dowling, N. A. (2025). Exploring the associations between momentary gambling motives and gambling behavior: An ecological momentary assessment study. Psychology of Addictive Behaviors. https://doi.org/10.1037/adb0001110
Hing, N., Russell, A. M. T., Vitartas, P., & Lamont, M. (2015). Demographic, Behavioural and Normative Risk Factors for Gambling Problems Amongst Sports Bettors. Journal of Gambling Studies, 32(2), 625–641. https://doi.org/10.1007/s10899-015-9571-9
Kurniawan, Y., Siregar, T., & Hidayani, S. (2022). Penegakan Hukum Oleh Polri Terhadap Pelaku Tindak Pidana Judi Online (Studi Pada Kepolisian Daerah Sumatera Utara). In ARBITER: Jurnal Ilmiah Magister Hukum (Vol. 4, Issue 1, pp. 28–44). Universitas Medan Area. https://doi.org/10.31289/arbiter.v4i1.1203
Lopez-Gonzalez, H., Estévez, A., & Griffiths, M. D. (2017). Controlling the illusion of control: a grounded theory of sports betting advertising in the UK. International Gambling Studies, 18(1), 39–55. https://doi.org/10.1080/14459795.2017.1377747
McMullan, J. L., Miller, D. E., & Perrier, D. C. (2012). “I’ve Seen Them So Much They Are Just There”: Exploring Young People’s Perceptions of Gambling in Advertising. International Journal of Mental Health and Addiction, 10(6), 829–848. https://doi.org/10.1007/s11469-012-9379-0
Miftah, I. (2023). Penegakkan Hukum Pidana Tindak Pidana Perjudian Online di wilayah Hukum Kepolisian Kota Batam. dspace.uii.ac.id. https://dspace.uii.ac.id/handle/123456789/47536
Mizia, S., Felińczak, A., Włodarek, D., & Syrkiewicz-Świtała, M. (2021). Evaluation of Eating Habits and Their Impact on Health among Adolescents and Young Adults: A Cross-Sectional Study. International Journal of Environmental Research and Public Health, 18(8), 3996. https://doi.org/10.3390/ijerph18083996
Newall, P., Walasek, L., & Ludvig, E. A. (2019). Gambling advertising and problem gambling: A content analysis of TV adverts from the 2018 World Cup. Center for Open Science. https://doi.org/10.31234/osf.io/5dw9g
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. In Communication and Persuasion (pp. 1–24). Springer New York. https://doi.org/10.1007/978-1-4612-4964-1_1
Pitt, H., Thomas, S. L., Bestman, A., Daube, M., & Derevensky, J. (2017). Factors that influence children’s gambling attitudes and consumption intentions: lessons for gambling harm prevention research, policies and advocacy strategies. Harm Reduction Journal, 14(1). https://doi.org/10.1186/s12954-017-0136-3
Riyadi, I., Hakim, D., & Alfiya, A. (2024). Dampak Buruk Dari Judi Online Terhadap Masyarakat Di Desa Rulung Sari Kabupaten Lampung Selatan. Deposisi: Jurnal Publikasi Ilmu …. https://journal.widyakarya.ac.id/index.php/Deposisi-widyakarya/article/view/2265
Russell, A. M. T., Hing, N., Browne, M., & Rawat, V. (2018). Are direct messages (texts and emails) from wagering operators associated with betting intention and behavior? An ecological momentary assessment study. Journal of Behavioral Addictions, 7(4), 1079–1090. https://doi.org/10.1556/2006.7.2018.99
Sari, S. I. N., & Hidayah, T. N. (2023). IDENTIFIKASI YURIDIS PENEGAKAN HUKUM TERHADAP PERJUDIAN ONLINE DI INDONESIA. In Qaumiyyah: Jurnal Hukum Tata Negara (Vol. 4, Issue 1, pp. 18–36). IAIN Palu. https://doi.org/10.24239/qaumiyyah.v4i1.58
Swanton, T. B., & Gainsbury, S. M. (2020). Gambling-related consumer credit use and debt problems: a brief review. Current Opinion in Behavioral Sciences, 31, 21–31. https://doi.org/10.1016/j.cobeha.2019.09.002
Wardle, H., Reith, G., Langham, E., & Rogers, R. D. (2019). Gambling and public health: we need policy action to prevent harm. BMJ, l1807. https://doi.org/10.1136/bmj.l1807
Wiederhold, B. K. (2024). Parsing Platforms: Natural Language Processing and Public Mental Health. Cyberpsychology, Behavior, and Social Networking, 27(8), 521–523. https://doi.org/10.1089/cyber.2024.0386
_1.png)
