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All Journal Enrichment : Journal of Management
Sephiani, Regina
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Economics, Econometrics & Finance

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The effect of flexing influencer and customer attitude on social media on cryptocurrency investment decisions (study on gen z in north Jakarta) Sephiani, Regina; Astuti, Widi
Enrichment : Journal of Management Vol. 15 No. 4 (2025): October: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v15i4.2379

Abstract

This study is driven by the growing impact of flexing influencer content on social media toward Generation Z perspectives and investment decisions, especially in the high-risk cryptocurrency sector. The research examines whether flexing influencers and customer attitudes, either individually or jointly, affect cryptocurrency investment decisions. Using a quantitative explanatory approach, data were collected from 385 Generation Z respondents in North Jakarta through simple random sampling and analyzed with PLS-SEM. Findings show that both variables significantly influence investment decisions, partially and simultaneously. However, with an R-Square value of 0.124, they explain only 12.4% of the variance, indicating the presence of other dominant factors beyond this model.
Co-Authors Widi Astuti