Analysis of Factors that Cause the Rampant Use of Social Media in Guidance and Counseling Study Program Students

Abstract

This study aims to analyze the factors that cause the high intensity of social media use among students of the Guidance and Counseling Study Program. In today's digital era, social media has become an important part of students' lives, not only as a means of communication, but also as a space to express themselves, build social connections, seek entertainment, and even get academic information. This study uses a library research method by reviewing various relevant literature, including journals, books, and other sources of documentation. The results of the analysis show that there are three main factors that significantly influence the use of social media, namely: (1) individual behavioral intentions, which are closely related to personal goals to be achieved through activities on social media; (2) the need for entertainment and pleasure (hedonic behavior), where students use social media as an escape from academic pressures and daily routines; and (3) a sense of community, which encourages individuals to establish and maintain social relationships online. While social media offers many benefits, such as expanding social networks, enhancing creativity, and providing quick access to information, uncontrolled use can also have negative impacts. Some of these include decreased academic performance, emotional disturbances, and the emergence of dependency symptoms that can affect the quality of students' social lives. Thus, it is important for educational institutions and educators to provide education on the healthy, balanced and productive use of social media, in order to support students' optimal personal and academic development.