Analisis Representasi Investasi Emas bagi Generasi Z di Media Sosial X: Antara FOMO, Risiko, dan Literasi Keuangan

Muhammad Zaki Fahrezi Alam (Universitas Negeri Jakarta)
Ciek Julyati Hisyam (Universitas Negeri Jakarta)
Muhammad Haichal Faresh (Universitas Negeri Jakarta)
Jihandia Azzahra Ikna (Universitas Negeri Jakarta)
Surya Hadi Muharam (Universitas Negeri Jakarta)

PENSOS: Jurnal Penelitian dan Pengabdian Pendidikan Sosiologi
Vol. 4 No. 2 (2026): Penelitian dan Pengabdian Pendidikan Sosiologi

Social media X significantly shapes Generation Z's investment behavior. This study analyzes how gold investment is represented on the platform by reviewing aspects of Fear of Missing Out (FOMO), risk perception, and financial literacy. A descriptive qualitative approach through content analysis was applied to various posts and discussions on X. The study findings show that social media X frames gold as a stable investment asset and a long-term store of value. FOMO drives impulsive investment actions among users. Financial literacy serves as a crucial factor in mitigating digital information distortions. Generation Z's investment decisions reflect rational actions influenced by digital social pressure and individual financial understanding.