The Influence of Personal Branding on Instagram on Students’ Consumptive Lifestyle Behavior (A Study of Communication Science Students, Cohorts 2022–2025, at Sriwijaya University)
Abstract
This study aims to determine the influence of personal branding on Instagram on the consumptive lifestyle behavior of Communication Science students at Sriwijaya University, cohorts 2022–2025, and to determine the magnitude of this influence. The development of social media, particularly Instagram, encourages students to build self-images through various types of content displaying particular identities, activities, and lifestyles, thereby influencing students’ consumption patterns in everyday life. This study employed a quantitative method with a field research approach. Data were collected through questionnaires distributed to 100 active Communication Science students at Sriwijaya University, cohorts 2022–2025, selected using the Slovin formula with a 10% margin of error. Data analysis included validity, reliability, normality, linearity, and simple linear regression tests using SPSS version 25. The independent variable was personal branding on Instagram, while the dependent variable was students’ consumptive lifestyle behavior. This study applied Uses and Gratifications Theory, which explains that individuals actively use social media to fulfill needs for information, entertainment, self-identity, and social recognition. The results showed that personal branding on Instagram has a positive and significant influence on students’ consumptive lifestyle behavior. The higher the intensity with which students build personal branding on Instagram, the higher their tendency toward consumptive behavior, such as impulsive buying, following trends, and consuming for satisfaction and social recognition.
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