KEPUTUSAN INVESTASI GENERASI Z DI SOLORAYA: MENELISIK PERAN LITERASI KEUANGAN, PENGETAHUAN INVESTASI, DAN FINFLUENCER

Abstract

An investment decision is an action of placing a certain amount of funds in a particular investment instrument with the expectation of obtaining profits or returns in the future. The phenomenon of increasing investment interest among Generation Z in line with advances in digital technology demonstrates the need for a deep understanding of the factors that influence investment decisions. This study aims to analyze the influence of financial literacy, investment knowledge, and finfluencers (financial influencer) on the investment decisions of Generation Z in the Soloraya region. This study uses a quantitative approach with a survey method by distributing questionnaires to 278 Generation Z respondents residing in Soloraya who have investment experience. The data analysis technique uses Partial Least Squares (PLS) to test the relationship between variables. The results of the study are expected to show that financial literacy, investment knowledge, and finfluencers have a positive effect on investment decisions.

Keywords :    Investment Decision, Financial Literacy, Investment Knowledge, Finfluencer.