DETERMINASI MEDIA SOSIAL DALAM MENDORONG PARTISIPASI INVESTOR MUDA PADA INSTRUMEN KEUANGAN BERKELANJUTAN

Arista Dethik Kuniawati; Dhifa Tri Hafidz Teguh Pamungkas; Salsa Nabila Khonsa

Arista Dethik Kuniawati Institut Teknologi Bisnis AAS Indonesia
Dhifa Tri Hafidz Teguh Pamungkas Institut Teknologi Bisnis AAS Indonesia
Salsa Nabila Khonsa Institut Teknologi Bisnis AAS Indonesia

Keywords: social media, financial literacy, sustainable investment, youngin vestor

Abstract

This paper evaluates social media's role in driving young investors toward Environmental, Social, and Governance (ESG) instruments amid Indonesia's rapid digitalization. While KSEI data shows a surge to 21.03 million investors by January 2026 dominated by Generation Z significant disparity exists regarding their financial literacy. Using a qualitative approach, this study finds that platforms like TikTok and Instagram act as double-edged catalysts; they democratize information but trigger Fear of Missing Out (FOMO) and risk oversimplification. Findings indicate that social media exposure does not guarantee sound investment decisions unless moderated by high financial literacy, which serves as a cognitive filter against "greenwashing." The study concludes that transforming digital enthusiasm into substantive participation requires integrating digital financial curricula in higher education and strengthening ESG regulations to ensure a resilient domestic market ecosystem.