<![CDATA[Penelitian ini bertujuan menganalisis pengaruh sikap, kontrol perilaku, dan norma subjektif terhadap niat berinvestasi generasi Z di Kota Mataram. Metode yang digunakan adalah kuantitatif dengan pendekatan survei, melibatkan 100 responden generasi Z berusia 18-27 tahun yang dipilih melalui teknik accidental sampling. Data dikumpulkan menggunakan kuesioner online dan dianalisis dengan metode Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa ketiga variabel, yaitu sikap, kontrol perilaku, dan norma subjektif, berpengaruh positif dan signifikan terhadap niat berinvestasi generasi Z di pasar modal. Artinya, semakin positif sikap seseorang terhadap investasi, semakin tinggi persepsi kontrol atas perilaku investasinya, serta semakin kuat pengaruh norma subjektif dari lingkungan sosial, maka semakin besar pula niat generasi Z untuk berinvestasi. Temuan ini menekankan pentingnya edukasi dan sosialisasi pasar modal kepada generasi muda agar mereka memiliki sikap positif dan pengetahuan yang memadai. Selain itu, dukungan lingkungan sosial dan kemudahan akses informasi juga menjadi faktor penting untuk meningkatkan minat investasi di kalangan generasi Z. Implikasi praktisnya, pihak terkait perlu memperkuat program literasi keuangan dan menciptakan ekosistem investasi yang ramah bagi generasi muda. This study aims to analyze the influence of attitudes, behavioral control, and subjective norms on the investment intentions of generation Z in Mataram City. The method used is quantitative with a survey approach, involving 100 generation Z respondents aged 18-27 years who were selected through accidental sampling techniques. Data were collected using an online questionnaire and analyzed using the Partial Least Square (PLS) method. The results of the study indicate that the three variables, namely attitudes, behavioral control, and subjective norms, have a positive and significant effect on the investment intentions of generation Z in the capital market. This means that the more positive a person's attitude towards investment, the higher the perception of control over their investment behavior, and the stronger the influence of subjective norms from the social environment, the greater the intention of generation Z to invest. This finding emphasizes the importance of capital market education and socialization to the younger generation so that they have a positive attitude and adequate knowledge. In addition, support from the social environment and easy access to information are also important factors in increasing investment interest among generation Z. The practical implication is that related parties need to strengthen financial literacy programs and create an investment ecosystem that is friendly to the younger generation.]]>
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