PENGARUH TERPAAN KONTEN EDUKASI @CLARYNHAYES DI INSTAGRAM TERHADAP TINGKAT LITERASI KESEHATAN KULIT OLEH GEN Z (Survei Pada Mahasiswa Ilmu Komunikasi UMM Angkatan 2022)

ABSTRAK
Rhahel Prarery Arya Ham Ghofur, 202210040311350, The Influence of Exposure to @Clarynhayes' Educational Content on Instagram on Generation Z's Skin Health Literacy (A Study of Communication Science Students at Universitas Muhammadiyah Malang, Class of 2022)
This study aims to examine the influence of exposure to @clarynhayes' educational content on Instagram on the level of skin health literacy among Communication Science students of Universitas Muhammadiyah Malang, Class of 2022. This research is motivated by the increasing use of Instagram as a source of skin health information among Generation Z. The study is based on Rosengren's Media Exposure Theory and Nutbeam's concept of health literacy.
This study employed a quantitative explanatory approach using a survey method. The research population consisted of 392 Communication Science students at Universitas Muhammadiyah Malang, Class of 2022. A total of 198 respondents were selected using a purposive sampling technique. The research instrument was tested for validity and reliability, while the data were analyzed using simple linear regression with the assistance of SPSS version 26.
The findings indicate that there is a positive and significant influence of exposure to @clarynhayes' educational content on Instagram on students' skin health literacy. The t-test results show that the calculated t-value of 18.471 is greater than the t-table value of 1.972, with a significance level of 0.000 < 0.05. The regression analysis produced the equation Y = 23.119 + 0.735X. Furthermore, the coefficient of determination (R²) of 0.635 indicates that exposure to @clarynhayes' educational content on Instagram contributes 63.5% to students' skin health literacy, while the remaining 36.5% is influenced by other factors outside the scope of this study. These findings suggest that the @clarynhayes Instagram account serves as an effective medium for skin health education among university students.