PENGARUH FINANCIAL LITERACY DAN MEDIA SOSIAL, TERHADAP KEPUTUSAN INVESTASI DI PASAR MODAL DENGAN BRAND AMBASSADOR INFLUENCER SEBAGAI VARIABEL MEDIASI (STUDI PADA GENERASI Z DI WILAYAH JAKARTA UTARA)

Abstract

The objective of this study is to assess the impact of Financial Literacy and Social Media on the investment decisions in the Capital Market among Generation Z individuals in North Jakarta, with the Mediating Variable being the Brand Ambassador Influencer. This study employs a quantitative research approach and utilizes the purposive sample strategy together with the Lemeshow formula. The study utilized a sample size of 110 respondents from Generation Z. Information was collected by disseminating online surveys through the use of Google Forms. The data underwent processing using the SmartPLS v.4.1.0.3 software. The study's findings indicated that Financial Literacy had a substantial and statistically significant impact on Investment Decisions, whereas Social Media had a good impact but did not reach statistical significance in influencing Investment Decisions. The study found that the role of Brand Ambassador Influencer has a favorable and significant impact in mediating the relationship between financial literacy and social media on investment decisions. Keywords: Financial Literacy; Social Media; Brand Ambassador Influencer; Investation decision.