Comparative analysis of factors affecting individual interest in online investing in Indonesia (a study on Generation Z of Ajaib and Bareksa customers)

Ajaib and Bareksa are one of the many online investment platforms for stocks and mutual funds in Indonesia that are based on mobile applications and have permission from the OJK. This study aims to determine comparisons in terms of service features, prices, and promotions that have a significant effect on individual interest (Generation Z) in investing online using the Ajaib and Bareksa applications. The data used is primary form which is obtained by distributing questionnaires to 200 respondents with 100 respondents in each application. The analysis technique used was the Independent Sample T Test with the SPSS Version 26 analysis tool. The results showed that in terms of service features, price, and promotion, Ajaib was said to be superior to Bareksa. There are significant differences in terms of service features where Ajaib has more diverse and informative features than Bareksa. There is a significant difference in terms of price where Ajaib is more affordable and in line with people's purchasing power compared to Bareksa. There is a significant difference in terms of promotion where the Ajaib promotion is more attractive compared to the Bareksa application. It is hoped that the results of this research will be useful for Ajaib and Bareksa as a material for consideration in developing their applications to suit what users want.