ANALISIS PENGARUH PENGGUNAAN MEDIA SOSIAL TERHADAP PRODUKTIVITAS MAHASISWA

Social media has become embedded in university students' daily routines, yet its relationship with academic productivity remains inconclusive. This study examined the relationship between social media use and student productivity using a quantitative, cross-sectional survey. Data were collected through an online five-point Likert questionnaire from 30 university students between 13 and 21 October 2026. Social media use (eight items) and productivity (four items) showed high internal consistency (Cronbach's α = 0.889 and 0.929). Simple linear regression indicated a positive association (B = 0.509, 95% CI [0.103, 0.916], p = 0.016, R² = 0.191), but the linearity assumption was violated and the association was not significant under HC3 robust standard errors (p = 0.101). A quadratic model fit substantially better (R² = 0.469) and showed an inverted U-shaped pattern that peaked at a moderate-to-high use score (about 3.75 on a 1–5 scale). Academic use of social media correlated strongly with productivity (r = 0.754) and was the only significant predictor in the extended model. Given the small convenience sample and the self-reported, cross-sectional design, the findings are associational and exploratory rather than causal.