Exploring The Factors Influencing Capital Market Investment Interest Among Generation Z And Generation Y

الملخص

This study aims to analyze the factors that influence interest in investing in the capital market in generation Z and Y at IAIN Kerinci. The research method used is descriptive qualitative with data collection techniques in the form of interviews, observation, and documentation of respondents selected through purposive sampling. The results showed that internal factors that influence interest in investing include financial knowledge, attitude towards risk, and personal motivation. Meanwhile, external factors include the influence of social media, access to digital investment platforms, and economic conditions. Adequate financial knowledge increases confidence in making investment decisions, while attitude towards risk and personal motivation also determine the readiness of individuals to engage in the capital market. On the other hand, ease of digital access and information from social media influence respondents' perceptions and investment decisions. In conclusion, Generation Z and Y's interest in investing is influenced by a combination of internal and external factors, so it is necessary to improve financial literacy and provide safe and educative digital access to encourage their participation in the capital market.