<![CDATA[The rapid proliferation of social media platforms has fundamentally transformed the landscape of modern communication, particularly among university students. This study investigates the multifaceted impact of social media usage on students' academic performance at IAI YAPNAS Jeneponto. Employing a mixed-methods approach combining quantitative survey data from 100 undergraduate students and qualitative interviews with 15 participants, this research explores the frequency of social media use, preferred platforms, perceived academic benefits, and associated challenges. Findings reveal a significant negative correlation (r = -0.62, p < 0.01) between excessive social media usage (more than four hours daily) and Grade Point Average (GPA), while moderate usage demonstrates measurable educational benefits including enhanced collaborative learning and access to academic resources. The study identifies distraction, procrastination, and sleep disruption as primary mediating variables. These results suggest that educational institutions should implement structured digital literacy programs and promote balanced social media engagement to optimize academic outcomes.]]>
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