AUGUSTIN, MICHELIN (2026) ANALISIS USES AND GRATIFICATION DALAM PRAKTIK DIGITAL DETOX PADA PENGGUNA INSTAGRAM DI KALANGAN GENERASI Z. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the digital detox practices of Generation Z Instagram users and to explain how the Uses and Gratifications (U&G) theory influences their motivations and media needs, leading them to undertake a digital detox. This study employed a qualitative descriptive method with a constructivist paradigm through in-depth interviews with six Generation Z participants who had undertaken a digital detox from Instagram. The results indicate that digital detox is undertaken in response to negative experiences in Instagram use, such as distraction, social compression, emotional distress, FOMO (Focus on Feelings of Mood), mental exhaustion, and decreased productivity. The decision to detox becomes an active and conscious action when the gratification sought (GS) is no longer met and even causes negative impacts, leading participants to seek gratification through other sources outside of social media. A mismatch between GS and GO (gratification obtained) prompted participants to stop or limit their use of Instagram. This study concludes that digital detox is a relevant strategy for Generation Z to regulate social media use and restore balance between digital and real-life activities, while also confirming the relevance of U&G theory in explaining users' motives and evaluations of media in the digital era. Keywords: Digital Detox, Instagram, Generation Z, Uses and Gratification Penelitian ini bertujuan untuk mengetahui praktik digital detox yang dijalani oleh pengguna Instagram di kalangan Generasi Z serta menjelaskan bagaimana teori Uses and Gratifications (U&G) memengaruhi motivasi dan kebutuhan media yang mendorong mereka melakukan digital detox. Penelitian ini menggunakan metode deskriptif kualitatif dengan paradigma konstruktivisme melalui wawancara mendalam kepada enam partisipan Generasi Z yang pernah melakukan digital detox dari Instagram. Hasil penelitian menunjukkan bahwa digital detox dilakukan sebagai respons terhadap pengalaman negatif dalam penggunaan Instagram, seperti distraksi, perbandingan sosial, tekanan emosional, FOMO, kelelahan mental, dan penurunan produktivitas. Keputusan detox menjadi tindakan aktif dan sadar ketika gratifikasi yang dicari (gratification sought/GS) tidak lagi terpenuhi dan bahkan memunculkan dampak negatif, sehingga partisipan mencari gratifikasi melalui sumber lain di luar media sosial. Terdapat ketidaksesuaian antara GS dan GO (gratifications obtained) yang memicu para partisipan menghentikan atau membatasi penggunaan Instagram. Penelitian ini menyimpulkan bahwa digital detox merupakan strategi yang relevan bagi Generasi Z untuk mengatur penggunaan media sosial dan memulihkan keseimbangan antara aktivitas digital dan kehidupan nyata, sekaligus menegaskan relevansi teori U&G dalam menjelaskan motif dan evaluasi pengguna terhadap media di era digital. Kata kunci: Digital Detox, Instagram, Generasi Z, Uses and Gratifications
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