EXAMINING THE MODEL OF THE USE OF FACEBOOK EFFECTS ON INDIVIDUAL BEHAVIOR

Abstract

This research is aimed to examine how the use of facebook affects students’ behavior. The objects of the research were SMK/SMU (high school) students in Surakarta City. Data were taken from a random sample comprising of 132 respondents. We used analysis tools such as: 1) Instrument Validity & Reliability test, 2) Descriptive Statistics analysis, and 3) Structural Equation Modeling (SEM) analysis. The instrument tests proved that all items in the questionnaire were valid and reliable. The descriptive analysis described our respondents characteristics such as: gender, internet apps used, their school internet facility. By using SEM analysis, we conclude that the use of facebook has significant effect on individual behavior which comprises of 4 indicators: attitude, personality, learning, and perception. T-test results shows that: 1) The use of Facebook has significant effect on individual attitude, 2) The use of Facebook has significant effect on individual personality, 3) The use of Facebook has significant effect on individual learning, 4) The use of Facebook has significant effect on individual perception. Thus, the use of Facebook has significant effects on individual behavior.