PENGARUH PLATFORM MEDIA SOSIAL, PENGETAHUAN INVESTASI, PERSEPSI RISIKO, DAN RETURN TERHADAP MINAT GENERASI Z BERINVESTASI DI PASAR MODAL

Abstract

This research examined the effect of social media platforms, investment knowledge, risk perception, and return on the investment interest of Generation Z in the capital market. The research was quantitative. Moreover, the data were primary taken from direct responses of respondents; through questionnaires. The data collection technique used purposive sampling, in which the sample was based on criteria given. The criteria was a student of STIESIA Surabaya in the 5th semester above and had already taken the course of portfolio investment analysis or management of financial institutions. In line with that, there were 98 respondents. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Package for the Social Sciences) 25 version. The result showed that social media platforms had affected positively the investment interest of Generation Z in the capital market. However, the investment knowledge did not affect the investment interest of Generation Z in the capital market. Similarly, the risk perception did not affect the investment interest of Generation Z in the capital market. In contrast, the return had a positive effect on the investment interest of Generation Z in the capital market.