BEHIND THE INVESTMENT CURTAIN: COGNITIVE BIASES STEERING GEN Z'S INVESTMENT DECISIONS

This study aims to analyze the influence of herding bias, overconfidence, and disposition bias on Generation Z investment decisions in West Java. The research uses a quantitative method with the SEM-PLS approach to test the hypothesis that has been established. The results showed that herding had a significant positive influence on investment decisions, while overconfidence and disposition bias had no significant effect. Generation Z tends to rely on information from online communities and social media in making investment decisions, while education and access to information help reduce the impact of psychological bias.