A STUDY OF ONLINE VIDEO CONSUMPTION BEHAVIOR THROUGH SOCIAL MEDIA AMONG GENERATION Z IN INDONESIA

The advancement of technology has also led to the increasing prominence of social media. The exposure to social media, particularly among Gen Z, has raised concerns about the potential for online video addiction on these platforms. This study aims to analyze the factors influencing social media use and its potential impact on online video addiction among Gen Z. The research employs a quantitative approach using the Structural Equation Modeling (SEM) method. Data collection was conducted through a questionnaire completed by 400 respondents. The findings indicate that factors such as internet literacy and loneliness have a significant positive effect, whereas FOMO does not have a significant positive impact on social media use and the potential for online video addiction. Additionally, sensation seeking does not have a significant positive moderating effect on social media use and, therefore, does not influence the potential for online video addiction.