ANALYZING THE FACTORS THAT INFLUENCE GENERATION Z IN MAKING DIGITAL INVESTMENTS IN THE ERA OF DIGITALIZATION (Case Study: Universitas Terbuka Students)

Abstract

In this digital era, the digital generation or what is often called generation Z (zoomer), those born from 1997 to 2012 will not know a world without smartphones or social media. The digital generation is proficient and very interested in information technology and various computer applications. They will access information needed for educational and personal purposes quickly and easily. The aim of this research is to analyze the factors that influence Generation Z's digital investment decisions during the digital era. Generation Z, who grew up in a highly digital environment, has a different way of investing. This research used quantitative methods by sending questionnaires to 50 people from Generation Z in the University Terbuka environment. The research results show that financial literacy, the influence of social media, ease of access to technology, and security factors all have a significant influence on Generation Z's digital investment decisions. Individuals who have a better understanding of finances tend to be bolder and smarter when making investment decisions. Social media also plays an important role, as Gen Z often seeks information and recommendations from these platforms. Ease of access to technology such as easy-to-use investment applications, as well as security aspects, such as protecting personal data, are also key considerations when making investment decisions. This study increases our understanding of Gen Z investment behavior and offers suggestions to digital investment service providers to help customers better understand finances, better use social media platforms, and maintain security and ease of access to technology. It is hoped that this research will help the financial industry create more targeted marketing strategies and increase Generation Z investment participation.