PENGARUH FINANCIAL LITERACY, RISK ASSESMENT, DAN SOCIAL INFLUENCE TERHADAP MAKING DESICION INVESTMENT
DOI:
https://doi.org/10.31539/q2x0xc13Keywords:
Financial Literacy; Risk Assessment; Social Influence; Financial Technology; Investment Decision; Behavioral Finance; Generasi ZAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh financial literacy, risk assessment, social influence, financial technology, dan investment experience terhadap keputusan investasi (investment decision making) dengan behavioral finance sebagai variabel moderasi pada Generasi Z di Kota Denpasar. Berdasarkan hasil analisis data dan pembahasan, penelitian ini menunjukkan bahwa financial literacy berpengaruh positif terhadap keputusan investasi, di mana pemahaman yang baik mengenai konsep keuangan dan pengelolaan anggaran mendorong pengambilan keputusan investasi yang lebih rasional. Risk assessment juga terbukti berpengaruh positif, karena kemampuan mengidentifikasi dan memitigasi risiko meningkatkan ketepatan dalam pemilihan instrumen investasi. Selain itu, social influence memberikan pengaruh signifikan melalui peran lingkungan sosial dan tokoh publik dalam mendorong minat dan tindakan investasi Generasi Z. Financial technology turut berperan positif dengan mempermudah akses, meningkatkan keamanan transaksi, dan mendorong partisipasi aktif investor muda di pasar modal. Investment experience juga berpengaruh positif, karena pengalaman investasi sebelumnya memperkuat kemampuan analisis dan penentuan strategi investasi. Behavioral finance berperan sebagai variabel moderasi, di mana faktor psikologis seperti overconfidence dan loss aversion dapat memperkuat atau melemahkan hubungan antara variabel independen dan keputusan investasi, tergantung pada tingkat pengendalian bias perilaku tersebut. Penelitian ini menegaskan pentingnya integrasi aspek kognitif, teknologi, sosial, dan psikologis dalam memahami perilaku investasi Generasi Z.
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