Pengaruh Media Sosial dan Pengetahuan Saham terhadap Pengambilan Keputusan Berinvestasi pada Mahasiswa Prodi D3 Keuangan Fakultas Vokasi Universitas Sumatera Utara

Abstract

This research was conducted based on the results of a preliminary survey, which showed that the research problem lies in the low number of students who invest and the limited use of social media to seek information about investments. Additionally, only a few students invest in the capital market among students of the Diploma III Finance Study Program at the Faculty of Vocational Studies, University of North Sumatra. This study uses a quantitative method with questionnaires involving 58 students from the Diploma III Finance Study Program who use social media as a means to seek investment information and who have already invested in the capital market. The results of the simple linear regression analysis revealed that the constant has a significant effect because it shows a significance value lower than the significance level (p 0.001 < 0.05), indicating that the frequency of social media use and stock knowledge greatly influence students' investment decision-making. Based on the hypothesis test, the regression model shows an R square value of X1 = 0.345 and X2 = 0.595, which means that the variables of social media use and stock knowledge are able to explain approximately 34.5% and 59.5% of the variation in investment decision-making patterns among students. This research proves a significant relationship between information on social media and stock knowledge in investment decision-making. Thus, it can be concluded that information on social media and stock knowledge have a positive and significant influence on the investment decision-making of students in the Diploma III Finance Study Program, Faculty of Vocational Studies, University of North Sumatra.