The Influence of Instagram Usage Motives on the Self-Esteem Levels of Early Adult Women

Self-esteem is one of the satisfactions that individuals seek to achieve through media usage. This study aims to investigate the impact of motivation to watch video content on Instagram on the self-esteem levels of early adult women. This research employed an explanatory quantitative method, with data collection conducted through the distribution of questionnaires via Google Forms from January to February 2025. The sample for this research consisted of 100 people selected using the purposive sampling technique. This study indicates that the motives for using Instagram have a relatively weak influence (16.1%) on the self-esteem levels of early adult women. Based on the four independent variables, only two motives have an impact, named the motives of personal identity and entertainment