<![CDATA[Data were collected through in-depth interviews, observation, and documentation, and analyzed using the Miles and Huberman interactive model, which includes data reduction, data display, and conclusion drawing. The findings indicate that phubbing behavior has become a habitual practice in students’ academic activities, such as using mobile phones during lectures and group discussions. This behavior has an impact on reduced focus, communication effectiveness, social empathy, and the quality of social interaction among students. Thus, phubbing represents one of the challenges in higher education, particularly in shaping student character in the digital era. The recommended efforts include strengthening ethics in mobile phone usage, increasing students social awareness, and fostering healthier face-to-face communication within academic environments in order to maintain interaction quality and reinforce students character values We collected data through deep interviews, observation, and documentation, then analyzed it using the Miles and Huberman interactive model, which looks at data reduction, data display, and drawing conclusions. The results show that phubbing has become a common habit in students' academic life, like using phones during lectures and group discussions. This affects focus, communication skills, social empathy, and the quality of social interactions among students. So, phubbing is one of the challenges in higher education, especially when it comes to shaping student character in the digital age. Recommended actions include promoting better phone-use ethics, boosting students' social awareness, and encouraging healthier face-to-face communication in academic settings to keep interactions meaningful and strengthen character values.]]>
