RESEPSI KHALAYAK TENTANG PESAN SOLUSI PERMASALAHAN FINANSIAL BERBASIS SPIRITUAL (Studi pada Subscriber Channel YouTube Bagus Baraja)

This research uses a descriptive qualitative approach with Stuart Hall's Encoding-Decoding Reception Analysis framework. Primary data was obtained through in-depth interviews with nine research subjects, and then analyzed using an interpretive descriptive method. The results show three contrasting positions of meaning based on the audiences' socioeconomic backgrounds. First, the dominant-hegemonic position is occupied by entrepreneurs with financial deadlocks who absolutely affirm the creator's message. This acceptance occurred not due to a loss of critical reasoning, but due to an alignment of the framework of knowledge in the form of an economic crisis with the preferred reading (dominant meaning) offered by the creator, so that the message was accepted as an absolute truth for survival. Second, the negotiated position is held by financial managers and educators who agree with the spiritual advice, but reject a passive attitude without effort because it conflicts with their professional realities. Third, the oppositional position is filled by pragmatic housewives who reject the narrative because it is considered unrealistic. In conclusion, the public's level of critical reasoning in responding to the commodification of financial solution content is highly determined by their socioeconomic conditions and the urgent pressure of their survival needs.