Analisis Faktor-Faktor yang Mempengaruhi Gen Z terhadap Pemilihan Investasi di Cryptocurrency
DOI:
https://doi.org/10.37481/jmeb.v6i3.2237Keywords:
Cryptocurrency, Generation Z, Investment Interest, Social Media, Financial LiteracyAbstract
The growing popularity of cryptocurrency among Generation Z has become an important phenomenon in Indonesia's digital financial ecosystem. Despite increasing participation, investment decisions are often influenced by social media exposure and limited financial literacy, creating challenges in understanding the risks associated with digital assets. This study aims to explore the factors influencing Generation Z's interest in cryptocurrency investment in Surakarta, Indonesia. A descriptive qualitative approach was employed involving ten Generation Z participants selected through purposive and snowball sampling until data saturation was achieved. Data were collected through semi-structured interviews, observation, and documentation, and analyzed using thematic analysis. The findings indicate that Generation Z's interest in cryptocurrency is shaped by four interconnected factors: financial motivation, social media exposure, peer and community influence, and curiosity about blockchain technology. Financial motivation emerged as the strongest driver, while differences in digital financial literacy affected how participants evaluated investment risks and opportunities. Individuals with higher financial literacy tended to make more informed decisions, whereas others were more susceptible to trends and Fear of Missing Out (FOMO). This study provides a deeper qualitative understanding of how economic, social, technological, and psychological factors interact in shaping cryptocurrency investment interest among Generation Z.
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