The Effect of Instagram Exposure of Hedonic Lifestyle on Dissonance Rates for Digital Native

Abstract

Instagram is a social media that is widely used by digital natives in Indonesia. And every day digital natives can spend 24% of their time accessing Instagram. The hedonist lifestyle on Instagram is often visualized with vacation photos at a place of prestige, ownership of branded goods, and luxury. Digital natives who see the hedonist lifestyle on Instagram cause an affective effect that is feeling uncomfortable in the form of anxiety, jealousy, often comparing themselves with other people and so on. This discomfort is called dissonance. So that more often digital natively exposed by hedonic lifestyle makes the level of dissonance is higher. The theory used to analyze is the theory of Hypodermic Needle. This research uses quantitative research methods, with data collection techniques through the distribution of questionnaires to Budi Mulia high school students who were selected into a sample of 114 people through random sampling. Based on these results, the influence of hedonic lifestyle exposure on Instagram on the digital native dissonance level was obtained that Anova obtained Hedon Lifestyle Exposure variable on Instagram sig value of 0,000, then compared with a probability of 0.05, F count: 74.076 > F table: 3, 93 and at α = 5%, then the decision is H0 rejected, it means that there is an influence of Hedonic Lifestyle Exposure on Instagram Against the Disability Level of Digital Native of 39.8%, while 60.2% is influenced by other factors not mentioned in this study.