PENGARUH INFLUENCER DAN KNOWLEDGE SHARING DALAM SKEMA DIGITAL INVESTMENT TERHADAP PENYEBARAN AWARENESS SUSTAINABLE INVESTING DI KALANGAN IMUD (INVESTOR MUDA)

Abstrak

This study aims to determine the effect of influencers and knowledge sharing on the awareness of sustainable investing among young investors. The respondents in this study are young investors domiciled in DKI Jakarta, aged 17 to 25 years, with a sample of 116 respondents, of which 100 respondents met the criteria. The sample was determined using the Lemeshow formula with a non-probability method. Data analysis was conducted using descriptive analysis through SMARTPLS v. 4.1.0.0 software. The results of this study indicate that both influencers and knowledge sharing significantly influence awareness of sustainable investing, with influencers having a more dominant impact. The tested data show that the influencer variable has the greatest influence compared to knowledge sharing. This finding highlights the importance of leveraging digital influencers and online knowledge-sharing platforms to promote sustainable investing among young investors.