<![CDATA[Perkembangan teknologi digital telah meningkatkan akses informasi dan kemudahan transaksi di pasar modal, sehingga mendorong generasi muda untuk semakin dekat dengan aktivitas investasi. Meskipun demikian, sejumlah survei nasional menunjukkan bahwa tingginya minat dan ketertarikan Generasi Z terhadap investasi belum sepenuhnya tercermin dalam perilaku investasi yang stabil. Ketidakkonsistenan ini menandakan bahwa keputusan untuk berinvestasi dipengaruhi oleh aspek psikologis, khususnya motivasi individu. Di sisi lain, konsumsi media visual termasuk film, semakin meningkat dan menjadi bagian dari keseharian Generasi Z. Sebagai media naratif, film memiliki kemampuan membangun alur cerita yang menggugah emosi, membentuk persepsi, serta mengubah cara pandang seseorang terhadap suatu fenomena, termasuk isu keuangan dan pasar modal. Dengan karakteristik tersebut, film berpotensi memengaruhi motivasi berinvestasi dan niat berinvestasi. Penelitian ini juga bertujuan untuk mengkaji pengaruh motivasi berinvestasi terhadap niat berinvestasi serta mengidentifikasi perubahan pada kedua variabel tersebut sebelum dan sesudah paparan film The Goldfinger, yang menggambarkan praktik manipulasi pasar modal. Sampel terdiri dari 99 mahasiswa S1 Manajemen Universitas Tarumanagara yang dipilih melalui teknik convenience sampling. Desain penelitian menggunakan One Group Pretest–Posttest, dengan analisis data melalui PLS-SEM dan uji Peringkat Bertanda Wilcoxon untuk menguji perbedaan pasca-perlakuan. Hasil penelitian menunjukkan bahwa motivasi berinvestasi berpengaruh positif dan signifikan terhadap niat berinvestasi pada kedua kondisi. Selain itu, ditemukan perbedaan motivasi berinvestasi dan niat berinvestasi sebelum dan sesudah perlakuan, sehingga mengindikasikan bahwa film mampu membentuk perubahan psikologis yang relevan terhadap kecenderungan perilaku investasi. The advancement of digital technology has enhanced access to information and simplified transaction in the capital market, thereby encouraging younger generations to engage with investment activities. Nevertheless, national surveys indicate that the level of interest and enthusiasm for investing among Generation Z has not been fully reflected in consistent investment behavior. This inconsistency suggests that investment decisions are shaped by psychological aspects, particularly individual motivation. At the same time, the consumption of visual media, including films, continues to rise and has become an integral part of Generation Z’s daily life. As a narrative medium, film has the capacity to construct emotionally engaging storylines, shape perceptions, and influence how individuals interpret phenomena, including financial issues and capital market dynamics. Given these characteristics, films may influence investment motivation and investment intention. This study also aims to examine the influence of investment motivation on investment intention and to identify changes in both variables before and after exposure to The Goldfinger film, which portrays market manipulation practices. The sample consists of 99 undergraduate Management students from Tarumanagara University, selected using a convenience sampling technique. The research employs a One Group Pretest–Posttest design, with data analyzed using PLS-SEM and the Wilcoxon Signed Ranked test to assess post-treatment differences. The findings indicate that investment motivation exerts a positive and significant influence on investment intention in both conditions. Furthermore, differences in investment motivation and investment intention were observed before and after the treatment, suggesting that film exposure can induce psychological changes relevant to investment-related behavioral tendencies.]]>
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