Factors that Influencing Investment Decisions among Millennial and Gen Z in Jakarta

This research aims to examine the factors of mental accounting, social influence, financial literacy, and technology advisor on investment decisions among Millennial and Generation Z in Jakarta. The target of this study is students from senior high school to college level, and also employees. Utilizing a quantitative approach, the study collected data from 360 respondents and analyzed the results using SmartPLS software. The findings reveal that mental accounting, social influence, financial literacy, and technology advisor all significantly impact investment decisions within the targeted demographic. Specifically, mental accounting influences how individuals categorize and perceive their financial resources, affecting their investment choices. Social influence highlights the role of peers and societal trends in shaping investment behavior. Financial literacy underscores the importance of understanding financial concepts and products in making informed investment decisions. Finally, technology advisors, including financial planning apps and online advisory services, provide crucial guidance and support in navigating the investment landscape. These insights underline the multifaceted nature of investment decision-making among young Indonesians and emphasize the need for comprehensive strategies that enhance financial education, leverage social networks, and integrate technological tools to support informed and effective investment practices.