Pengaruh Influencer Marketing, Motivasi Diri, Dan Pengetahuan Investasi Terhadap Pengambilan Keputusan Investasi Saham (Studi Kasus Mahasiswa Universitas Mataram)

Maulida, Baiq Irma Uriwatin
Effendy, Lukman

JSEH (Jurnal Sosial Ekonomi dan Humaniora)
Vol. 10 No. 2 (2024): JURNAL SOSIAL EKONOMI DAN HUMANIORA

This research was conducted to analyze deeply how influencer collaboration influences stock investment decision-making among students, as seen through increased self-motivation and investment knowledge. The method used in this study is quantitative with descriptive statistics and partial least square structural equation modeling (PLS-SEM) analysis using SmartPLS 4. Data collection was carried out using a questionnaire technique. The sample of this study consisted of 150 students from the Faculty of Economics and Business, University of Mataram. The research findings indicate that influencer marketing, self-motivation, and investment knowledge have a significant positive influence on stock investment decision-making. These findings provide insights for university stakeholders to enhance motivation and investment knowledge among students and optimize the use of influencer marketing