Perlindungan Privasi Data Pada Pengguna Instagram di Kalangan Mahasiswa Universitas Islam Negeri Sumatera Utara
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Abstract
This research aims to explore the negative impact of Instagram usage on consumer behavior, particularly among university students. The research methodology employed is qualitative research using data collection techniques such as interviews and participatory observation. The gathered data is analyzed using a thematic approach. The findings of the study indicate that excessive use of Instagram, particularly focusing on online shopping accounts and extravagant lifestyles, can influence consumer behavior among users. The students involved in the research revealed that they are often tempted to purchase items or follow certain trends they see on Instagram, even when they do not actually need them. These negative impacts can be attributed to social influence and the pressure to constantly keep up with trends and lifestyles portrayed on Instagram. Additionally, social comparison among Instagram users can trigger consumer behavior, as individuals feel the need to own certain items or engage in specific activities to gain validation and recognition from others. This research provides a deeper understanding of the negative impact of Instagram usage on consumer behavior, specifically among university students. The results of this study can serve as a basis for developing more effective approaches and strategies in managing social media usage and minimizing its negative effects.
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