Pengaruh Financial Literacy, Fintech, Dan Mental Accounting Terhadap Keputusan Investasi Gen Z

Abstract

The background of this research stems from the rapid development of information technology in the field of investment, which has not been adequately balanced with sufficient levels of financial literacy in Indramayu Regency. In addition, the role of mental accounting also influences investment decisions, particularly among Generation Z. Using the framework of the Theory of Planned Behavior (TPB), this study aims to analyze the relationship between financial literacy, financial technology, and mental accounting on the investment decisions of Generation Z. The research employed a quantitative approach with a survey method, distributing questionnaires to 350 respondents selected through purposive sampling. Data were analyzed using multiple linear regression, along with classical assumption tests and significance testing both partially and simultaneously. The findings revealed that all three variables significantly affect the investment decisions of Generation Z in Indramayu Regency. This indicates that improving financial literacy, optimizing the use of financial technology, and effectively managing mental accounting can enhance the quality of investment decision-making among Generation Z. However, this study is limited to the scope of Indramayu Regency, suggesting that future research should expand the sample coverage to broader areas. Practically, the results provide implications for the government, educational institutions, and financial industry stakeholders to strengthen financial literacy and facilitate access to safe, user-friendly, and educational investment technologies for Generation Z. Keywords: financial literacy, financial technology, Gen Z, investment decision, mental accounting