The development of social media has transformed the way Generation Z constructs and presents their self-identity. One emerging phenomenon is the use of more than one Instagram account by a single user, known as the first account and second account. This study aims to analyze the use of multiple Instagram accounts by Generation Z in shaping self-image, using Erving Goffman's dramaturgical theory. This research adopts a descriptive qualitative method with a phenomenological approach. The informants consisted of eight 11th-grade students from SMK Negeri Nusawungu who actively used multiple Instagram accounts. Data were collected through observation, semi-structured interviews, and documentation, and analyzed using Miles and Huberman’s interactive model. The findings show that the first account functions as the front stage, where informants present an ideal image with curated content and carefully managed impressions. In contrast, the second account serves as the back stage, used for freer, more spontaneous, and emotional self-expression, with a more selective and private audience. The seven key dramaturgical concepts—mystification, setting, front personal, role distance, stigma, impression management, and frame analysis—were identified in the online behavior of the informants. This study recommends the importance of digital literacy and social empathy in understanding the dynamics of youth identity in digital spaces.
 
 

Technological developments provide convenience in various fields, including marketing and finance. Currently, marketing can be carried out digitally by utilizing internet technology. The presence of online loans, which is a type of peer-to-peer lending financial technology (fintech), is the result of advances in financial technology. PT. Fidac Innovation Technology is a company operating in the fintech sector and has the Dumi product which provides online loans specifically for State Civil Apparatus (ASN). The purpose of this research is to determine digital marketing techniques in increasing sales of fintech peer-to-peer lending on Dumi products by using 5 (five) digital marketing techniques, namely: Search Engine Optimization (SEO), online advertising, email marketing, mobile applications, and social media marketing. Qualitative descriptive is used as a research method by collecting data through interviews with PT employees. Fidac Technology Innovation IT Design Division which carries out digital marketing, observation and documentation. The research results show that the digital marketing techniques implemented by PT. Fidac Technological Innovation by utilizing SEO, online advertising, social media marketing and mobile applications is already running well. However, Dumi's digital product marketing technique in the form of email marketing has not been implemented due to limited resources.