PERAN MEDIA SOSIAL DALAM MENINGKATKANN PARTISIPASI INVESTASI BERKELANJUTAN DI KALANGAN GENERASI Z DI INDONESIA

Firda Nafisatul Mar’ah; Juni Pujianti; Rifi Suryaningtyas

Firda Nafisatul Mar’ah Universitas Pekalongan
Juni Pujianti Universitas Pekalongan
Rifi Suryaningtyas Universitas Pekalongan

Keywords: Social Media, Sustainable Investment, Generation Z, Investment Behavior

Abstract

This study aims to analyze the influence of social media on sustainable investment participation among Generation Z in Indonesia. A qualitative research method is used, collecting data from relevant sources. The analysis results show that investment awareness in the capital market is influenced by financial literacy levels. Further research is recommended to investigate the effectiveness of fintech platforms and the impact of economic and psychological factors on Generation Z's investment behavior in the long term. The findings of this study indicate that financial literacy has a significant impact on investment decisions, while social media has a positive influence but does not reach statistical significance in influencing investment decisions.