The Influence of Self Concept and Interpersonal Attraction on Social Media Users in Students of the Faculty of Social and Political Sciences, University of North Sumatra

This study aims to analyze the influence of self-concept and interpersonal attraction on the use of social media by students, both partially and simultaneously. This research refers to Gecas' (2021) self-concept theory which includes personal, social, and academic dimensions, as well as Hendrick & Hendrick's (2020) interpersonal attraction theory which includes similarities, proximity, and physical and non-physical attractions. Using a quantitative approach with a survey method, the research population includes 3,828 active students of the FISIP USU undergraduate program for the 2024/2025 academic year, with a sample of 362 students selected through stratified random sampling techniques. Data was collected through Likert scale questionnaires, unstructured interviews, and documentation. Data analysis was carried out by multiple linear regression after the classical assumption test. The results of the study show that self-concept and interpersonal attraction partially or simultaneously have a positive and significant effect on the use of social media by students.