Pengaruh Konten Media Sosial Investasi dan Return Investasi terhadap Minat Investasi Generasi Z di Pringsewu

Abstract

This study aims to examine how investment-related social media content and investment returns influence the investment interest of Generation Z in Pringsewu Regency. The background of this research is the growing trend of investment among Generation Z, driven by advancements in technology, access to social media, and expectations of investment returns. In addition, the study directly observes how Generation Z utilizes social media in relation to investment activities.The objective of this research is to explain the influence of social media content and investment returns on investment interest. To achieve this objective, a quantitative approach with an explanatory research design was employed. Purposive sampling was used to select a sample of 100 respondents, and data were collected through an online questionnaire. SPSS version 16.0 was used to perform data analysis using multiple linear regression.The study found that social media content and investment returns have a positive and significant effect on investment interest, with a contribution rate of 58.2%. These findings suggest that social media serves as an educational tool and that expectations of investment returns are important factors in influencing investment decisions among Generation Z. This can serve as a basis for designing strategies to encourage investment, particularly for financial institutions, securities firms, or anyone seeking to invest.