FAKTOR YANG MEMPENGARUHI INVESTASI GEN Z PADA PLATFORM REKSA DANA

Abstract

This article examines the factors contributing to Generation Z's reluctance to invest, particularly in mutual funds like Danareksa. The research aims to identify key barriers such as low financial literacy, risk aversion, and the influence of social media trends. A qualitative approach was used, incorporating literature reviews and surveys of Gen Z individuals aged 18-25. The findings indicate that many Gen Z members lack sufficient financial knowledge and are often influenced by short-term trends rather than long-term investment benefits. Additionally, the fear of losing money and a general lack of trust in financial institutions contribute to their hesitance. To address these issues, the article proposes targeted educational initiatives and marketing strategies by Danareksa to enhance financial literacy and build trust among young investors. Keywords: Generation Z, Investment Reluctance, Financial Literacy, Mutual Funds, Danareksa.