<![CDATA[With its high popularity, Instagram has become one of the main platforms for Generation Z, but there are challenges in understanding the acceptance pattern of this application among them. This research analyzes the acceptance of using Instagram applications in Generation Z by conducting theoretical tests using Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2). This research shows that factors such as Habit, Hedonic Motivation, and Price Value have a direct and indirect influence on Use Behavior through Behavioral Intentions. Other factors such as Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions do not have a significant impact on the behavior of Instagram application users. Of the 100 respondents, habit and hedonic motivation are significant in behavioral intention and use behavior, while price value is moderate. The model (SRMR 0.088) shows habit and entertainment motivation as the main factors of Instagram use, guiding developers and marketers to increase Gen Z engagement.Keywords: Instagram; Gen Z; Unified Theory of Acceptance and Use of Technology 2 AbstrakDengan popularitasnya yang tinggi, Instagram menjadi salah satu platform utama bagi Generasi Z, namun terdapat tantangan dalam memahami pola penerimaan aplikasi ini pada kalangan tersebut. Penelitian ini membahas mengenai analisis penerimaan penggunaan aplikasi Instagram pada generasi Z dengan melakukan uji teori menggunakan Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2). Penelitian ini menunjukkan bahwa faktor seperti Habit, Hedonic Motivation, dan Price Value memiliki pengaruh langsung maupun tidak langsung terhadap Use Behavior melalui Behavioral Intentions. Faktor lain seperti Performance Expectancy, Effort Expectancy, Social Influence, dan Facilitating Conditions tidak memberikan pengaruh signifikan terhadap perilaku pengguna aplikasi Instagram. Dari 100 responden, Habit dan Hedonic Motivation signifikan terhadap Behavioral Intention dan Use Behavior, sementara Price Value moderat. Model (SRMR 0,088) menunjukkan kebiasaan dan motivasi hiburan sebagai faktor utama penggunaan Instagram, memberikan panduan bagi pengembang dan pemasar untuk meningkatkan keterlibatan Gen Z.Kata kunci: Instagram; Gen Z; Unified Theory of Acceptance and Use of Technology 2]]>
