PENGARUH FINANCIAL SELF EFFICACY DAN SOCIAL MEDIA INFLUENCER TERHADAP NIAT INVESTASI EMAS DIMODERASI INVESTMENT KNOWLEDGE

Nelista Rizkiyati, Muhadjir Anwar, G. Oka Warmana

Abstract


Gold investment in ANTAM precious metals is considered a safe and profitable long-term investment option. In the digital era, various psychological and social factors such as financial self-efficacy and Social Media Influencer play a key role in shaping individuals’ investment intentions. This study aims to examine the effect of financial self-efficacy and Social Media Influencers on investment intention in ANTAM gold, with Investment Knowledge as a moderating variable. A quantitative method was used, employing a Likert scale to measure the research variables. Convenience sampling was applied with a total of 190 respondents participating in the study. Data analysis and hypothesis testing were conducted using Partial Least Squares (PLS) via SmartPLS software. The results show that both financial self-efficacy and Social Media Influencers have a positive and significant effect on investment intention. Furthermore, Investment Knowledge significantly moderates the relationship between financial self-efficacy and investment intention, but does not moderate the effect of Social Media Influencers.

Keywords


Emas; Financial Self Efficacy; Investasi; Social Media Influencer

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DOI: https://doi.org/10.31932/jpe.v10i3.5131

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