<![CDATA[Perkembangan teknologi informasi dan komunikasi selain memberikan dampak positif juga mengarahkan pada konsekuensi negatif, yaitu phubbing. Phubbing merupakan perilaku mengabaikan lawan bicara dengan berfokus pada ponsel. Perbedaan generasi digital dapat mengarahkan pada perbedaan tingkat perilaku phubbing. Penelitian ini bertujuan untuk mengidentifikasi perbedaan perilaku phubbing pada generasi X, Y dan Z. Penelitian ini melibatkan 250 partisipan. Proses perekrutan partisipan menggunakan teknik non-probability purposive sampling. Peneliti menggunakan adaptasi alat ukur generic scale of phubbing. Uji hipotesis dilakukan melalui teknik analisis data Anova One Way. Hasil penelitian menunjukkan bahwa hipotesis diterima, yaitu terdapat perbedaan perilaku phubbing yang signifikan pada generasi X, Y, dan Z (F [2,247] = 4.70, p .05). Hasil ini mengindikasikan bahwa phubbing dipengaruhi oleh faktor usia atau generasi digital dan penggunaan ponsel pintar.  The development of information and communication technology does not only bring positive impact but also the negative one, namely phubbing. Phubbing is behavior of ignoring other person by focusing on phone. The digital generation difference can lead to different levels of phubbing. This research aims to identify the differences in phubbing behavior of generations X, Y and Z. 250 phone users from various digital generation participated in this research. We used non probability purposive sampling to recruit the participant. In this study, phone snubbing was measured with adapted version of generic scale of phubbing. We carried out One Way Anova data analysis technique to test the hypothesis. The result showed that the hypothesis was accepted, there were significant difference in phubbing behavior between generations X, Y and Z (F [2,247] = 4.70, p 0.05). The results indicate that phubbing behavior is influenced by digital generation and smartphone use factor.]]>
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