KURNIAWAN, JONATHAN RADITYA (2024) PENGARUH INTENSITAS PENGGUNAAN INSTAGRAM TERHADAP PERILAKU IMITASI NARSIS GENERASI Z PADA MAHASISWA UNIVERSITAS MERCU BUANA FAKULTAS ILMU KOMUNIKASI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the extent of the influence of Instagram usage intensity on narcissistic imitation behavior among Generation Z students in the Faculty of Communication Sciences at Mercu Buana University. The study population includes active students from the 2020-2023 cohorts at the Meruya, Menteng, and Warung Buncit campuses. Using a probability sampling method, 113 respondents were selected as the sample. The research paradigm is positivism, and data analysis was conducted using correlation and linear regression techniques with a quantitative approach. The results show a significant influence of Instagram usage intensity on student narcissism behavior by 70.7%, while the remaining 29.3% is influenced by other factors. A correlation value of 0.841 indicates a very strong relationship between the two variables. These findings can be explained through the Uses and Gratification Theory, which posits that individuals actively seek media to fulfill their psychological and social needs. The more frequently Generation Z uses Instagram, the more likely they are to imitate the narcissistic behavior they see on the platform to gain social validation and gratification. Thus, this study shows that intensive Instagram usage can drive narcissistic imitation behavior in Generation Z through the process of seeking social gratification and recognition. Keywords : Instagram Usage Intensity, Narcissistic Behavior, Generation Z Penelitian ini bertujuan untuk mengetahui besaran pengaruh intensitas penggunaan Instagram terhadap perilaku imitasi narsis pada Generasi Z mahasiswa Fakultas Ilmu Komunikasi Universitas Mercu Buana. Populasi penelitian meliputi mahasiswa aktif angkatan 2020-2023 di Kampus Meruya, Menteng, dan Warung Buncit. Dengan menggunakan metode probability sampling, sebanyak 113 responden terpilih sebagai sampel. Paradigma penelitian ini adalah positivisme, dan analisis data dilakukan menggunakan teknik korelasi dan regresi linear dengan pendekatan kuantitatif. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan intensitas penggunaan Instagram terhadap perilaku narsisme mahasiswa sebesar 70,7%, sementara 29,3% lainnya dipengaruhi oleh faktor lain. Nilai korelasi sebesar 0,841 mengindikasikan hubungan yang sangat kuat antara kedua variabel. Temuan ini dapat dijelaskan melalui Teori Uses and Gratification, yang menyatakan bahwa individu aktif mencari media untuk memenuhi kebutuhan psikologis dan sosial mereka. Semakin sering Generasi Z menggunakan Instagram, semakin besar kemungkinan mereka meniru perilaku narsistik yang mereka lihat di platform tersebut untuk mendapatkan validasi sosial dan gratifikasi. Dengan demikian, penelitian ini menunjukkan bahwa penggunaan Instagram secara intensif dapat mendorong perilaku imitasi narsistik pada Generasi Z melalui proses pencarian gratifikasi sosial dan pengakuan. Kata Kunci : Intensitas Penggunaan Instagram, Perilaku Narsisme, GenerasI Z
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