PENGARUH KESEPIAN TERHADAP INTENSITAS PENGGUNAAN MEDIA SOSIAL PADA MAHASISWA RANTAU

The advancement of communication technology can assist individuals in interacting with each other without being limited by distance and time, thereby facilitating students in obtaining information about lectures and interacting with their families, especially for students who live far away from their hometowns. However, the high intensity of social media among students is feared to have impacts not only positively but also negatively. Many factors contribute to this high intensity of social media, one of which is loneliness. The aim of this
research is to examine the influence of loneliness on the intensity of social media. The research design us quantitative. The sampling technique used non probability sampling technique with purposive sampling menthod, and the sample amounted to 384 college students living away from home. Data analysis using linear regression and the results is β = 0.420; p = 0,00 < 0.05 indicate a positive influence of loneliness on the intensity of social media. Loneliness contributed 17,6% to the intensity of social media, while 82,4% was influenced by other factors not examined in this study