Pengaruh Norma Subjektif, Kemajuan Teknologi, Literasi Keuangan, dan Motivasi Investasi terhadap Minat Investasi Mahasiswa Akuntansi di Pasar Modal

Investment interest is an important factor in shaping the financial behavior of the younger generation, especially accounting students who are expected to have good financial literacy. This study analyzes the influence of subjective norms, technological progress, financial literacy, and investment motivation on accounting students' investment interest in the capital market. This study uses a causal associative quantitative approach with primary data from 90 undergraduate accounting students at Tanjungpura University selected through purposive sampling. The analysis was conducted using multiple linear regression. The results showed that all four variables simultaneously had a significant effect on investment interest Fcount = 23.037 p < 0.001, R² = 0.52. However, partially, only financial literacy and investment motivation had a significant effect, while subjective norms and technological progress did not. These findings enrich the development of the Theory of Planned Behavior in the context of student investment decision-making. The practical implications of this study demonstrate the importance of strengthening financial literacy and investment motivation to increase student participation in the capital market.