Pengaruh Publikasi Investasi Saham di Media Sosial Terhadap Minat Berinvestasi Generasi Milenial

Abstract

The lack of stock knowledge and understanding of investment is one of the obstacles to the development of stock investment in Indonesia. Indonesian people are still comfortable doing an investment in the form of property, gold, or savings and time deposits compared to stock investments. However, in the range of 2020-2021, stock investment has become very popular in Indonesia. A lot of information about stock investment can be obtained from digital media, one of which is social media. Stock investment is also dominated by the millennial generation who were born in the 1980-1995 period, which is a generation that is already very familiar with the sophistication of technology, the internet and digital media. With the publication of stock investments on social media, information about stock investments will be conveyed more easily to the audience. In this study, the S-O-R theory proposed by Hovland was used, where the delivery of messages as a stimulus will be able to provide attention, understanding and acceptance so that the audience can respond with a change in attitude.

Based on the formulation of the problem, the results obtained after testing the correlation, determinants, and significant are that there is a significant influence between exposure to stock investment publications on social media on investment interests in the younger generation. It is also known that an individual's attention, understanding and acceptance of information can reinforce that influence.