ANALISIS PENGARUH FINANCIAL BEHAVIOR, FINANCIAL LITERACY, RISK TOLERANCE TERHADAP KEPUTUSAN BERINVESTASI GEN Z PEKALONGAN

Abstrak

This study examines the influence of financial behavior, financial literacy, and risk tolerance on the investment decisions of Generation Z in Pekalongan. The rapid development of the financial market, coupled with increasing investment fraud cases, necessitates a deeper understanding of financial literacy and behavior among young investors. This study employs a quantitative correlational method with primary data collected from 100 respondents through an online questionnaire. Data analysis was conducted using multiple regression analysis with the SPSS software. The results indicate that financial literacy and financial behavior significantly and positively influence investment decisions. However, risk tolerance does not have a significant impact on investment decisions. These findings highlight the importance of financial education in shaping prudent investment decisions among Generation Z.