Abstract:
This research aims to analyze the impact of Instagram on the hedonistic satisfaction of
Generation Z individuals in Indonesia, utilizing sentiment and emotion analysis. Data were
collected through an online survey distributed among Generation Z Instagram users in
Indonesia. The findings indicate a significant influence of hedonistic motivation on Generation
Z's satisfaction with Instagram. Moreover, the quality of information and the Instagram
accounts followed also play crucial roles in user satisfaction. This study contributes to our
understanding of consumer behavior and satisfaction on Instagram, specifically among
Generation Z in Indonesia. The results underscore the importance of considering factors that
affect Generation Z's hedonistic satisfaction on Instagram, providing valuable insights for
marketers and social media platform managers to develop more effective marketing strategies.
Understanding Generation Z's motivations and satisfaction on Instagram can enhance user
experiences and strengthen the relationship between users and the platform. Overall, this
research holds practical implications for businesses, marketers, and social media developers
seeking to optimize marketing strategies and platform development tailored to the preferences
of Generation Z.
