PENGARUH LITERASI KEUANGAN, PERSEPSI RISIKO DAN MEDIA SOSIAL TERHADAP KEPUTUSAN INVESTASI GEN Z DI KOTA MEDAN

Abstract

The purpose of this research is to examine how millennials in Medan City use social media, their level of financial education, and their perceptions of risk affect their investing choices. The research was quantitative in nature and relied on a survey design. Using the Slovin algorithm and selective selection, 400 respondents were chosen from the population of Generation Z living in Medan City. Questionnaires were used to gather data, which was then analyzed using PLS-SEM using SmartPLS. Based on the findings, it seems that Gen Z investors in Medan City are positively and significantly influenced by financial literacy, risk perception, and social media. After financial knowledge and social media, the most important factor affecting investment choices was risk perception. Financial literacy, the capacity to evaluate investment risks, and the use of social media as a source of investment information are all factors that Generation Z considers when making investment choices, according to the research. The research suggests that in order to help Generation Z make better investment decisions, it is important to improve financial literacy, educate them about investing risks, and provide them with reputable investment information via social media.