Abstract. Since the emergence of Covid-19 pandemic there has been an increase of time in using social media, one of which is the use of Instagram. Spending a lot of time using Instagram has a negative impact on college students' academic performance and mental health. College students in Bandung show a high tendency of addiction to social media, one of which is Instagram. Previous studies have shown that there is significant effect of perceived behavioral control on the intention of using social networking sites. To reduce the impact of Instagram addiction, this study aims to find out how much influence perceived behavioral control has on the intention to reduce Instagram usage time in addicted college students at the Bandung. Convenience sampling were conducted to reach 237 students who are addicted to Instagram at universities in Bandung. This study uses a quantitative approach with simple regression analysis. The measuring instrument used are Bergen Social Media Addiction Scale and the construction of perceived behavioral control and intention scales which compiled by researchers based on the concept from Ajzen and Francis. The results showed that perceived behavioral control had a significant effect on the intention to reduce Instagram usage time (Kd: 32.6%, Sig .000). Abstrak. Semenjak pandemi Covid-19 terjadi peningkatan penggunaan waktu dalam menggunakan media sosial, salah satunya penggunaan Instagram. Menghabiskan waktu yang banyak menggunakan Instagram ini berdampak buruk terhadap performa akademik dan kesehatan mental mahasiswa/i. Mahasiswa/i di Bandung menunjukkan kecenderungan tinggi adiksi media sosial, salah satu media sosial yaitu Instagram. Penelitian sebelumnya menunjukkan terdapat pengaruh perceived behavioral control terhadap intesi penggunaan social networking sites. Untuk mengurangi dampak perilaku adiksi Instagram, maka penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh perceived behavioral control terhadap intensi mengurangi waktu penggunaan Instagram pada mahasiswa adiksi di Perguruan Tinggi Bandung. Teknik convenience sampling digunakan untuk menjaring 237 mahasiswa yang adiksi Instagram di Perguruan Tinggi Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan analisis regresi sederhana. Alat ukur yang digunakan yaitu Bergen Social Media Addiction Scale dan konstruksi skala perceived behavioral control dan intensi yang disusun peneliti berdasarkan konsep dari Ajzen dan Francis. Hasil penelitian menunjukkan perceived behavioral control berpengaruh signifikan terhadap intensi mengurangi waktu penggunaan Instagram (Kd: 32,6%, Sig .000).
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