Pengaruh Fear of Missing Out dan Citra Perusahaan Terhadap Keputusan Investasi Saham Oleh Generasi Z di Kota Medan

Abstract

Stock investment in Indonesia has seen significant growth, particularly among Generation Z. Generation Z is the largest demographic group active on social media and is highly susceptible to Fear of Missing Out (FoMO) behavior, which can ultimately influence their stock investment decisions. Additionally, previous research has shown that a company's image is also an important consideration in investment decisions, especially among younger generations. This phenomenon highlights the need for research to understand the influence of these two variables on Generation Z's stock investment decisions in Medan City.

This study aims to analyze the influence of Fear of Missing Out and corporate image on stock investment decisions. The focus of the study is on Generation Z in Medan City who have experience in investing in stocks at least once in the last three years. This study is expected to provide an overview of the extent of the influence of these two variables on investment decisions.

The research method used was quantitative with an associative approach. Data were collected through online and offline questionnaires distributed to 100 respondents selected using purposive sampling techniques. Data analysis was performed using multiple linear regression to determine the simultaneous and partial effects between independent and dependent variables.

The results show that Fear of Missing Out and company image have a positive and significant influence, both partially and simultaneously, on Generation Z's stock investment decisions in Medan. These findings indicate that psychological factors and perceptions of companies are important considerations in investment decision-making. High levels of FoMO behavior and a positive company image encourage them to make immediate investment decisions.