Analisis Pengaruh Financial Literacy Dan Social Media Influencer Terhadap Minat Berinvestasi di Pasar Modal Indonesia pada Generasi Z (Studi Empiris pada Generasi Z di Jawa Timur)
Analysis of The Influence of Financial Literacy and Social Media Influencers on Investment Interest in The Indonesian Capital Market on Generation Z (Empirical Study on Generation Z in East Java)
Penelitian ini bertujuan untuk menganalisis pengaruh literasi keuangan dan influencer media sosial terhadap minat berinvestasi di pasar modal Indonesia pada Generasi Z di Jawa Timur. Teori yang digunakan adalah Theory of Planned Behavior (TPB) dan Social Learning Theory (SLT), dengan literasi keuangan mewakili sikap terhadap perilaku dan influencer di media sosial mewakili norma subjektif. Metode penelitian yang digunakan adalah kuantitatif dengan teknik stratified random sampling, melibatkan 384 responden Generasi Z di Jawa Timur. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa literasi keuangan berpengaruh positif terhadap minat berinvestasi, demikian pula influencer media sosial berpengaruh positif terhadap minat berinvestasi Generasi Z di Jawa Timur.
Kata Kunci: Literasi Keuangan, Influencer Media Sosial, Minat Investasi, Generasi Z, Pasar Modal Indonesia.
This study aims to analyze the influence of financial literacy and social media influencers on the investment interest in the Indonesian capital market among Generation Z in East Java. The research is grounded in the Theory of Planned Behavior (TPB) and Social Learning Theory (SLT), where financial literacy represents the attitude toward behavior and social media influencers represent subjective norms. A quantitative research method was employed, using a stratified random sampling technique with a total of 384 Generation Z respondents in East Java. Data were collected through an online questionnaire and analyzed using multiple linear regression. The results indicate that financial literacy has a positive influence on investment interest, and social media influencers also positively influence the investment interest of Generation Z in East Java.
Keywords: Financial Literacy, Social Media Influencer, Investment Interest, Generation Z, Capital Market.