RESPONS TERHADAP IKLAN JUDI ONLINE DI MEDIA DIGITAL: STUDI KUALITATIF PADA MAHASISWA DI KOTA MALANG

The widespread presence of online gambling advertisements across various social media platforms has become a phenomenon that is difficult for internet users to avoid, including university students in Malang City. The massive exposure to these advertisements generates various responses, particularly among students who actively use social media in their daily lives. This study aims to examine students' responses to exposure to online gambling advertisements from the perspective of Media Effects Theory. Using a descriptive qualitative approach, the data were collected through in-depth interviews with several university students who had direct experience with online gambling after being exposed to advertisements on digital media.
The findings indicate that the repeated appearance of online gambling advertisements throughout social media activities successfully arouses strong curiosity among students. The visualization of winnings presented in these advertisements gradually creates the perception that gambling is an easy way to earn money, causing the real risks of financial loss to be overlooked. In addition to advertising content, peer influence within social circles also plays a significant role in reinforcing gambling behavior. Stories of winning shared by friends or invitations through group messaging applications make online gambling appear normal and socially acceptable. The study also reveals the emotional cycle experienced by students while gambling. Initial wins encourage them to continue gambling impulsively in pursuit of greater profits. However, after experiencing losses, they tend to continue gambling in the hope of recovering their lost money (chasing losses). The findings suggest that university students' involvement in online gambling is influenced by continuous exposure to digital advertising, social validation from peers, and the desire to obtain instant financial gains amidst the demands of student life.