PERAN INVESCO (INVESTMENT COMMUNITY) DAN KONTEN MEDIA SOSIAL SEBAGAI KATALISATOR KESADARAN INVESTASI BERKELANJUTAN PADA GENERASI Z

Abstract

In the era of globalization followed by rapid technological changes, the role of youth has an important role in realizing investment awareness in a sustainable manner. The factors that influence them in realizing generational awareness in investing sustainably are through by investment communities and educational content that can facilitate the dissemination of up-to-date investment information and become a consideration for investing sustainably. By joining the investment community and providing educational content, it is expected to build a generation that is synergized and high spirited in fostering awareness to make investment decisions in a sustainable manner. The purpose of this study is to determine and measure how important the role of investment communities and educational content as a catalyst in building awareness of sustainable investing in generation Z who live in Jabodetabek. This research is quantitative in nature with a sample size of 100 respondents, and data sources were collected through questionnaires. The results of this study show that investment communities and educational content have a significant role in sustainable investment awareness among Generation Z. While investment communities have a greater contribution to increasing investment awareness, digital platforms still play a role in disseminating information and attracting initial interest in investment. It can be concluded that a combination of investment communities and social media content can be an effective strategy in increasing sustainable investment awareness.