Contribution of Social Media Content Technology as a Source of Learning and Entertainment (Survey Study on Indonesian Public Viewers of All Generations)

Abstract

This study investigates how social media platforms YouTube, TikTok, Facebook, X (formerly Twitter), and Instagram contribute to learning and entertainment among Indonesian users across generations. These platforms have become integral spaces where individuals seek both knowledge and enjoyment. Using a survey method, data were collected from active social media users across Indonesia. A total of 385 respondents were determined through the Lemeshow formula and selected via purposive sampling. The results reveal that YouTube serves as the most influential platform for learning, whereas X dominates in entertainment. Instagram, TikTok, and Facebook also demonstrate significant yet varying contributions to both domains. All constructs in the analysis were found to be valid and reliable, and the structural model exhibited strong predictive power. Overall, the findings affirm that social media plays a vital role in fulfilling the learning and entertainment needs of Indonesian users across generational groups.