Abstract
Indonesia menempati urutan keempat sebagai pengguna internet aktif, aktivitas penggunaan internet tidak hanya digunakan untuk mencari informasi, tetapi juga untuk aktivitas berbelanja. data Asosiasi Penyelenggara Jasa Internet (APJII) tahun 2021-2022, mahasiswa mendapatkan posisi kedua tertinggi sebagai pengguna internet untuk aktivitas berbelanja Tujuan dari penelitian ini adalah mengetahui pengaruh intensitas iklan media sosial terhadap perilaku konsumtif pada mahasiswa. Metode penelitian yang digunakan metode Kuantitatif dan analisis data yang digunakan yaitu uji regresi linier sederhana. Subjek penelitian ini yaitu mahasiswa perguruan tinggi di Kalimantan Selatan dengan total sampel 202 subjek. Berdasarkan teknik sampel purposive sampling, hasil uji regresi linier sederhana, didapatkan bahwa nilai signifikansi sebesar 0,000, yang artinya intensitas iklan media sosial berpengaruh secara signifikan terhadap perilaku konsumtif pada mahasiswa.
 
 Kata Kunci : Perilaku Konsumtif, Intensitas Iklan, Mahasiswa
 
 Indonesia ranks fourth as an active internet user, the activity of using the internet is not only used to find information, but also for shopping activities. data from the Association of Internet Service Providers (APJII) for 2021-2022, students get the second highest position as internet users for shopping activities. The purpose of this research is to determine the effect of the intensity of social media advertising on consumer behavior in students. The research method used is quantitative and the data analysis used is a simple linear regression test. The subjects of this study were university students in South Kalimantan with a total sample of 202 subjects. Based on the purposive sampling technique, the results of a simple linear regression test, it was found that the significance value was 0.000, which means that the intensity of social media advertising has a significant effect on consumer behavior in students.
 
 Keywords: Consumptive Behavior, Advertising Intensity, Students
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