Efektivitas Pesan Subliminal terhadap Perubahan Perilaku Menonton Tayangan di Netflix (Studi Kualitatif Pada Mahasiswa di Kota Medan)

Abstract

This study aims to examine how subliminal messages in Netflix content shape the viewing habits of students in Medan City. In the digital era, subliminal messages are often utilized in marketing strategies and media communication to shape consumption patterns without users' conscious awareness. As a popular streaming platform, Netflix embeds subliminal messages through visual and audio elements, as well as features such as autoplay and the recommendation system. This study employs a qualitative method with a constructivist paradigm to understand how subliminal messages function in the cognitive, affective, and conative aspects related to students' viewing behavior. Data were collected through in-depth interviews with informants selected using purposive sampling and validated through source triangulation. The findings indicate that subliminal messages in Netflix gradually shape students' viewing habits. From a cognitive perspective, students become accustomed to Netflix's recommendation patterns, which consistently present content based on their viewing history. From an affective perspective, elements such as background music, colors, and visual atmosphere create an emotional attachment that encourages them to continue enjoying certain shows. Meanwhile, from a conative perspective, the autoplay feature and interface design lead students to watch for extended periods without clear planning. This study provides new insights into the mechanisms of subliminal messages in digital media and user engagement on streaming platforms, and these findings can serve as a reference for academics in communication studies and the entertainment industry in designing marketing strategies based on subliminal messaging.