PENGARUH BEHAVIORAL FINANCE: OVERCONFIDENCE TERHADAP PERILAKU GENERASI STRAWBERRY DALAM INVESTASI JANGKA PANJANG (STUDI KASUS MAHASISWA KELOMPOK STUDI PASAR MODAL FEB UNIVERSITAS SAM RATULANGI)

Abstract

This study examines the impact of Overconfidence Bias in Behavioral Finance on long-term investment behavior among the Strawberry Generation, focusing on students in the Kelompok Studi Pasar Modal (KSPM) FEB at Sam Ratulangi University (UNSRAT). This generation is known for its creativity and ambition but tends to be impulsive and less resilient under pressure, affecting their investment decisions. Using a descriptive quantitative approach, this research collects data through surveys distributed to active KSPM FEB UNSRAT investors. The findings indicate that Overconfidence Bias increases students' confidence in selecting long-term investment assets but often leads to risk neglect and inadequate portfolio diversification. Excessive confidence also contributes to over trading and holding assets longer without thorough analysis. However, some students manage their overconfidence effectively by improving financial literacy and adopting more structured investment strategies. These results highlight the importance of financial education, risk management, and psychological awareness for young investors. A deeper understanding of Overconfidence Bias can help them make more rational and sustainable investment decisions.