MINAT INVESTASI CRYPTOCURRENCY: ANALISIS GAYA HIDUP, KEMAJUAN TEKNOLOGI, DAN KONTEN INVESTASI DI TIKTOK

Abstract

Technological developments are in line with economic developments based on digital technology. One of them is the emergence of financial technology which has now become a daily life for us, especially the millennial generation. This research was quantitative research that aimed to analyze interest in cryptocurrency invest­ment based on the influence of mil­lennial lifestyles, technological advances, and investment content on TikTok. This study used primary data with research instru­ments in the form of questionnaires and used path analysis to test the research hypothesis. The sampling method was carried out in the Arzanocrypto community with as many as 100 samples using the voluntary response sampling method, in which the samples were individuals who voluntarily took part in the research. The results of the study showed that the millennial lifestyle variable had no significant effect on interest in cryptocurrency investment, but had an effect on investment content on TikTok. The variable technological progress had a significant effect on interest in cryptocurrency investment but had no significant effect on investment content on TikTok. The investment content on TikTok had a significant effect on interest in cryptocurrency investment.    Perkembangan teknologi sejalan dengan perkembangan ekonomi yang berbasis teknologi digital. Salah satunya dengan muncul financial technology yang kini sudah menjadi keseharian bagi kita terutama generasi milenial. Penelitian ini adalah penelitian kuantitatif yang bertujuan untuk menganalisis minat investasi cryptocur­rency berdasarkan pengaruh ga­ya hidup milenial, kemajuan teknologi, dan konten investasi di TikTok. Penelitian ini meng­gunakan data primer dengan instrumen penelitian berupa kuesioner dan menggunakan anali­sis jalur untuk menguji hipotesis penelitian. Metode pengambilan sampel dilakukan pada ko­mu­nitas Arzanocrypto sebanyak 100 sampel dengan metode pengambilan sampel voluntary response sampling, yang mana sampel merupakan individu yang secara sukarela menjadi bagian dalam penelitian. Hasil penelitian menunjukkan bahwa variabel gaya hidup milenial tidak berpengaruh signifikan pada minat investasi cryptocurrency, namun berpengaruh pada konten investasi di TikTok. Variabel kemajuan teknologi ber­pengaruh signifikan pada minat investasi cryptocurrency, namun tidak berpengaruh signifikan pada konten investasi di Tik­Tok. Konten investasi di TikTok berpengaruh signifikan pada minat inves­tasi cryptocurrency.