The Influence of Investment Knowledge and Trust on Investment Interest among Gen Z in Salatiga: Case Study Bibit Application Users

Abstract

 Gen Z's investment interest continues to increase with the development of digital investment platforms. However, the overall investment rate in Indonesia can still be considered low. Therefore, this study aims to analyze the influence of investment knowledge and trust on investment interest among Gen Z users of the Bibit application in Salatiga. This study uses primary data and a quantitative research method. The sample consists of 100 respondents selected using purposive sampling, with the criteria being 17–27 years old and users of the Bibit application. The data analysis technique used is multiple linear regression. The study found that investment knowledge partially has a positive but insignificant effect on investment interest. Meanwhile, investment trust partially has a positive and significant impact on Gen Z's investment interest in Salatiga.