<![CDATA[ABSTRACTThe focus of this study is to assess the roles of information technology, investment literacy, social influence, and perceived value in shaping investment interest, as well as to examine the moderating role of perceived value in these relationships. The study population consists of Generation Z individuals in East Ungaran District, Semarang Regency, who have been investing for at least one year. A total of 100 respondents were selected using purposive sampling. This study employs a quantitative approach and uses path analysis conducted with SmartPLS version 4.0. The results show that investment literacy, social influence, information technology, and perceived value all have positive and significant effects on investment interest. Furthermore, perceived value moderates the relationships between investment literacy and investment interest, as well as between social influence and investment interest. However, perceived value does not moderate the relationship between information technology and investment interest. This study is limited to Generation Z investors in East Ungaran District, Semarang Regency, who have been investing for at least one year. Therefore, the findings cannot be generalized to other geographical areas or age groups. The findings provide valuable insights for stakeholders regarding the influence of information technology, investment literacy, and social factors on Generation Z's investment interest through perceived value. These results may support the development of more targeted strategies and policies, such as strengthening digitally driven financial literacy programs, enhancing transparency and investor protection, and leveraging social media platforms and investment communities as channels for investment education.ABSTRAKFokus penelitian ini adalah untuk menilai peran teknologi informasi, literasi investasi, pengaruh sosial, dan nilai yang dirasakan terhadap minat investasi, serta peran nilai yang dirasakan dalam skenario ini sebagai variabel moderasi. Populasi sampel penelitian ini terdiri dari responden Generasi Z di Kecamatan Ungaran Timur, Kabupaten Semarang, yang telah berinvestasi minimal satu tahun, dengan 100 responden dianggap valid melalui teknik purposive sampling. Penelitian ini menggunakan metode kuantitatif dengan menggunakan path analysis, yang diolah menggunakan SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa variabel literasi investasi, social influence, teknologi informasi, dan perceived value secara positif dan signifikan mendukung minat investasi. Di antara hasil tersebut, perceived value memoderasi pengaruh literasi investasi dan social influence terhadap minat investasi. Namun demikian, terkait teknologi informasi, perceived value tidak memoderasi minat investasi. Penelitian ini difokuskan secara khusus pada populasi penelitian, yaitu Kecamatan Ungaran Timur, Kabupaten Semarang, Generasi Z, dan telah berinvestasi minimal satu tahun, sehingga temuan tidak dapat digeneralisasikan ke daerah lain atau usia yang berbeda. Hasil penelitian ini dapat memberikan informasi kepada para pemangku kepentingan mengenai dampak teknologi informasi, literasi investasi, dan social influence terhadap perceived value dari peningkatan minat investasi Generasi Z. Temuan ini dapat menjadi dasar untuk merancang strategi dan kebijakan yang lebih tepat sasaran, seperti meningkatkan program literasi keuangan berbasis digital, meningkatkan transparansi dan perlindungan investor, serta menggunakan media sosial dan komunitas sebagai alat untuk edukasi investasi. ]]>
