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This study examines the deservingness theory of envy over success stories post in social media. The hypotheses are that there is a difference in; (1) the level of deservingness on posting stories of success gained through high effort (KUT) with success gained through low effort (KUR), (2) the level of envy over KUT and KUR posts, and (3) there is an influence of deservingness toward envy over KUT and KUR posts. A total of 214 undergraduate students became a subject of this research. The measurement of envy (y1) and deservingness (y2) over success post (x) used the scenario method. We used MANOVA-RM as the analysis technique to explore the envy and deservingness scores on KUT and KUR. MANCOVA-RM analysis was used to determine the effect of deserving­ness to envy. The findings suggest that envy increases when subjects are exposed to KUR post because of low deservingness. Abstrak. Studi ini menguji teori deservingness mengenai iri terhadap postingan kesuksesan di situs jejaring sosial. Hipotesis penelitian ini adalah (1) terdapat perbedaan penilaian deservingness pada postingan kesuksesan pada usaha tinggi (KUT) dan kesuksesan usaha rendah (KUR), (2) terdapat perbedaan emosi iri pada postingan KUT dan KUR, dan (3) terdapat pengaruh penilaian deservingness terhadap iri pada postingan KUT dan KUR. Penelitian ini menggunakan metode skenario. Sebanyak 214 mahasiswamenjadi subjek penelitian. Pengukuran iri (y 1 ) dan penilaian deservingness (y 2 ) terhadap postingan kesuksesan (x) menggunakan metode skenario. Teknik analisis MANOVA-RM untuk melihat skor iri dan penilaian deservingness terhadap KUT dan KUR. Analisis MANCOVA-RM untuk melihat pengaruh penilaian deservingness terhadap iri. Hasil studi membuktikan hipotesis bahwa iri semakin meningkat ketika subjek melihat postingan KUR karena adanya penilaian deservingness yang rendah.

Iri di Situs Jejaring Sosial: Studi tentang Teori Deservingness