Azzahra, Amelia (2026) Pengaruh Intensitas Penggunaan Tiktok, Literasi Keuangan, Kredibilitas Influencer, Dan Social Proof Terhadap Minat Investasi Saham Generasi Z Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The development of social media has encouraged the increasing interest of Generation Z in stock investment, particularly through the TikTok platform. This study aims to analyze the effects of TikTok usage intensity, financial literacy, influencer credibility, and social proof on Generation Z’s interest in stock investment in Surabaya using the Theory of Planned Behavior (TPB) approach. This research employs a quantitative method with a survey technique by distributing questionnaires to Generation Z residing in Surabaya who actively use TikTok. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (SmartPLS). The results indicate that financial literacy and influencer credibility have a positive and significant effect on Generation Z’s interest in stock investment. Financial literacy emerges as the most dominant factor in shaping investment interest, as it strengthens individuals’ perceived behavioral control in making investment decisions. In contrast, TikTok usage intensity and social proof do not have a significant effect on stock investment interest. These findings suggest that high social media usage intensity and exposure to social influence do not automatically encourage investment interest without adequate financial understanding and behavioral control. This study implies that improving financial literacy and the credibility of information sources is a key factor in fostering Generation Z’s interest in stock investment in the digital era.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 657 - ACCOUNTING > 657.042 - FINANCIAL ACCOUNTING |
| Divisions: | Bachelor of Accountancy |
| Depositing User: | Amelia Azzahra |
| Date Deposited: | 24 Apr 2026 03:17 |
| Last Modified: | 24 Apr 2026 03:17 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14063 |
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