The Influence of Narcissism on Intensity of Instagram Use in Generation Z

In this digital era, information can be easily accessed through features on social media, especially Instagram. Instagram has gained wide popularity among teenagers, especially towards generation Z, who have known technology from an early age. This study aims to find out whether the intensity of Instagram social media use has an influence on the level of narcissism in generation Z. A total of 384 active Instagram users in Indonesia completed an online survey within age range of 10 years - 25 years (generation Z). The study used intensity of Instagram use made by Taqwa (2018) and Narcisstic Personality Inventory-Likert version (NPI-L) developed by Gentile (2013). The study used simple linear regression to predict the effect of narcissism on intensity of Instagram use in generation Z. The results of the linear regression analysis showed that there was an influence of 3.9% and 96.1% is influenced by other factors.