PENGARUH FLEXING, ELECTRONIC WORD OF MOUTH (E WOM), DAN PERSEPSI RISIKO TERHADAP MINAT INVESTASI (STUDI PADA MAHASISWA GENERASI Z DI KOTA BANDAR LAMPUNG)

Safira, Anisyah (2025) PENGARUH FLEXING, ELECTRONIC WORD OF MOUTH (E WOM), DAN PERSEPSI RISIKO TERHADAP MINAT INVESTASI (STUDI PADA MAHASISWA GENERASI Z DI KOTA BANDAR LAMPUNG). Diploma thesis, UIN Raden Intan Lampung.

	PDF Download (2MB)
	PDF Restricted to Repository staff only Download (2MB)

Abstract

ABSTRAK Investasi menjadi salah satu cara bagi individu, termasuk mahasiswa Generasi Z, untuk mengelola keuangan dan mencapai tujuan finansial di masa depan. Namun, dalam era digital, tren seperti flexing atau pamer kekayaan, serta electronic word of mouth (e WOM), semakin memengaruhi pola pikir dan keputusan investasi generasi muda. Sementara itu, persepsi risiko dalam investasi juga berperan dalam menentukan apakah seseorang tertarik untuk berinvestasi atau tidak. Oleh karena itu, penelitian ini bertujuan untuk menganalisis bagaimana flexing, e-WOM, dan persepsi risiko memengaruhi minat investasi mahasiswa Generasi Z di Kota Bandar Lampung. Penelitian ini merupakan penelitian kuantitatif dengan jenis data primer. Populasi penelitian ini adalah seluruh mahasiswa/i generasi z di Kota Bandar Lampung. Sampel dalam penelitian ini yaitu 100 mahasiswa generasi z di Kota Bandar Lampung. Teknik pengambilan sampel menggunakan teknik non-probabilitysampling dengan metode purposive sampling. Teknik analisis data dengan analisis regresi linier berganda. Hasil dari penelitian uji tyaitu flexing tidak berpengaruh terhadap minat investasi. Electronic word of mouth memliki pengaruh terhadap minat investasi dan persepsi risiko tidak berpengaruh terhadap minat investasi. Sedangkan pada uji f ketiga variabel independen memiliki bengaruh secara bersama – sama terhadap minat investasi. Kata Kunci :Flexing, Electronic Word of Mouth (E-WOM), Persepsi Risiko, Minat Investasi, Generasi Z. ABSTRACT Investment serves as a financial management strategy that enables individuals, including Generation Z students, to achieve their future financial goals. In the digital era, emerging trends such as flexing—the act of showcasing wealth—and electronic word of mouth (e-WOM) significantly influence the mindset and investment decisions of the younger generation. Additionally, perceived risk in investment plays a crucial role in determining an individual's interest in investing. This study aims to analyze the influence of flexing, e-WOM, and risk perception on the investment interest of Generation Z students in Bandar Lampung City. This research adopts a quantitative approach and utilizes primary data. The population consists of all Generation Z students in Bandar Lampung City, with a sample of 100 respondents selected through a non-probability purposive sampling method. The data were analyzed using multiple linear regression analysis. The results of the t-test indicate that flexing has no significant effect on investment interest, while electronic word of mouth significantly influences investment interest. Conversely, risk perception does not have a significant effect on investment interest. However, the F-test results reveal that the three independent variables collectively have a significant influence on investment interest. Keywords: Flexing, Electronic Word of Mouth (E-WOM), Risk Perception, Investment Interest, Generation Z.

Actions (login required)

View Item