In the era of globalization, the use of Smartphones is increasingly widespread and often affects direct interaction between individuals, leading to phubbing behavior defined as neglect of others. Although recognized as disturbing behavior, the important role of Smartphones in everyday life cannot be ignored, including among Hasanuddin University students who influence their interaction patterns. Therefore, the purpose of this study is 1) Describes the student's view of phubbing behavior. 2) Describing the phubbing behavior that usually occurs among Hasanuddin University students, 3) describes the impact of phubbing behavior among Hasanuddin University students. This study used qualitative research with participation observation techniques, in-depth interviews, and literature studies. Then the informant is determined using a snowball sampling technique that requires informants based on networking, namely from friend to friend in accessing other informants regarding phubbing behavior. Research results show that phubbing behavior among Unhas students is considered to be behavior that does not value the existence of others in direct interaction. Phubbing behavior is known to ignore effective social interactions and thus affect the quality of interactions between students. In addition, some students also view phubbing behavior as a natural aspect of social evolution influenced by technological advances in today's digital era. Phubbing occurs due to internal and external factors such as individual tendencies toward Smartphones and supportive environments. The impact of phubbing can be seen in the context of lectures and friendship relationships, such as disrupting the teaching and learning process and stretching social relationships. In addition, phubbing behavior also affects individuals who do, such as decreased social interest and difficulty interacting with others. This suggests that phubbing is a significant social phenomenon with varying effects both individually and socially.
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