Peranan Intensitas Penggunaan Instagram dan Persepsi Terhadap Influencer Pada Gaya Hidup Materialistik Mahasiswa

Indriani, Yuliana Sri (2022) Peranan Intensitas Penggunaan Instagram dan Persepsi Terhadap Influencer Pada Gaya Hidup Materialistik Mahasiswa. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aimed to determine the role of intensity of using instagram and perception of influencers on the materialistic lifestyle of student. This type of research uses quantitative using the accidental sampling method. Respondents in this study as many as 103 respondents. Data collection uses a scale of instagram usage intensity, influencer perceptions and a materialistic lifestyle. Data analysis using multiple linear regression analysis test obtained a value of 0,00< 0,05, so that there is a role for the intensity of instagram use and perceptions of influencers on materialistic lifestyle with a contribution of 19,6%. The intensity of using instagram and the perception of influencers increase the materialistic lifestyle 19,6% and 80,5% is influenced by other factors.Materialistic lifestyle causes individuals to value material things as goal or self-welfare.Past research has shown that a materialistic lifestyle has an impact on compulsive behavior, unhappiness and decreased well-being. Instagram is a social media application to show your existence through photos or short videos. Keywords: intensity of social media instagram usage, perception’s influencer, of the materialistic lifestyle.

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