The Influence of Financial Literacy, Education Level, Income, and Social Media on Investment Decisions of Generation Z in Bengkulu Province

Abstract

Investment planning plays an important role in financial management, because it is related to the ability to develop financial independence, both for current and future needs. In this planning, it is important to consider various factors such as financial literacy, education level, income, and social media. Therefore, this study aims to analyze the influence of financial literacy, education level, income, and social media on investment decisions among Generation Z in Bengkulu Province. Data were collected through an online questionnaire distributed using Google Form. The research sample consisted of 110 respondents selected using the non-probability sampling method with convenience sampling techniques. Data analysis was carried out using the Structural Equation Modeling Partial Least Square (SEM-PLS) method. This study shows that financial literacy, education level, income, and social media significantly influence investment decisions of Generation Z in Bengkulu. These four variables support each other in forming better, more focused investment decisions that are in accordance with individual financial needs and goals. Financial literacy provides an important foundation in making investment decisions. Education level influences the quality of investment decisions, income allows for more flexible and diversified decisions, while social media influences preferences and helps the younger generation make more informed investment decisions