PENGARUH SOCIAL COMPARISON TERHADAP BODY DISSATISFACTION PADA MAHASISWA GENERASI Z PENGGUNA INSTAGRAM

Social media such as Instagram has become an integral part of generation Z’s life and plays an important role in shaping how individuals evaluate themselves and perceive their physical appearance. Exposure to various contents portraying ideal beauty standards often encourages individuals to engage in social comparison, which may eventually lead to body dissatisfaction. This study aims to determine the effect of social comparison on body dissatisfaction among generation Z students who use Instagram. This research employed a quantitative method with simple linear regression analysis. The research subjects consisted of 352 generation Z students in Malang City aged 18-24 years who actively use Instagram, selected using a convenience sampling technique. The instruments used were the Iowa-Netherlands Comparison Orientation Measure (INCOM) and the Body Shape Questionnaire (BSQ-34). The results showed that social comparison had a significant positive effect on body dissatisfaction with a significance value (p) < 0,001 and a correlation coefficient (R) = 0.409. This indicates that the higher the level of social comparison performed by an individual, the higher the tendency to experience body dissatisfaction.