<![CDATA[This study analyzes the factors influencing investment intentions among Generation Z in Yogyakarta by applying the Theory of Planned Behavior (TPB). The variables examined include past behavior and subjective norms toward investment intention. A quantitative approach was employed, with data collected through online questionnaires distributed to 149 Generation Z respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that past behavior has a positive and significant effect on investment intention, with a coefficient of 0,480 (p-value 0,001). Similarly, subjective norms also have a positive and significant effect on investment intention, with a coefficient of 0,451 (p-value 0,002). These findings highlight the importance of prior investment experience and social environment in shaping Generation Z’s investment intentions.]]>
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