UMMUHANI, JIHAN MUFIDAH UMMUHANI (2022) PENGARUH INTENSITAS PENGGUNAAN INSTAGRAM TERHADAP PERILAKU HIDUP HEDONIS MAHASISWA DI UNIVERSITAS ESA UNGGUL TAHUN ANGKATAN 2013-2015. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

The hedonic behavior can be seen from how the intensity of use Instagram the students. Features in an attractive, easy access and a diverse and interesting content in Instagram that make the student willing to spend the time to access Instagram besides, a lot of content on Instagram that reflect the behavior of living Thehedonic who is indirectly gave the example of the present lifestyle behaviors are likely to lead in the direction of living hedonic. The purpose of this study to determine how much influence the intensity of use Instagram on the hedonic life behaviorthe students, using the model of communication theory StimulusResponse. The research method used is eksplanitif is associative with a quantitative approach. The population in this study were students Esa Unggul University in 2013-2015 class were aged 18-21 years were included in the final level teenagers. the total population of as many as 3286 people who produce the sample size 97 people who will be using the technique of purposive sampling. Data collection techniques used in this study is a questionnaire (questionnaire). Based on the results of the study, results showed that there are significant between the intensity of use instagram on the hedonic life behaviorthe students of 0483. Acquisitionthese numbers can be categorized influence of moderate or strong enough. So the hypothesis is proved that Ho is rejected and Ha accepted, that there is influence between the intensity on the hedonic life behaviorthe students Keywords : Intensity, Instagram, Hedonic Life Behavior

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