<![CDATA[The development of digital technology has made it easier for students to access information and stock investment platforms, thereby increasing their opportunities to participate in the capital market. However, differences remain in the level of investment knowledge, which influences students’ interest in starting to invest. This study aims to analyze the role of stock investment knowledge toward students’ investment interest in the digital era. The research uses a qualitative approach with a descriptive design. Data were collected through interviews with students who have an interest in stock investing, supported by document analysis. The data were then analyzed descriptively to identify the relationship between investment knowledge and students’ investment interest. The results show that better investment knowledge increases students’ interest in stock investing. Easy access to information, the use of digital investment platforms, and education through social media also help boost students’ interest in investing. Nevertheless, low financial literacy, FOMO behavior, and a lack of discipline remain challenges that affect investment decision-making. Investment knowledge plays a vital role in increasing students’ investment interest in the digital era. These findings indicate that efforts to improve financial literacy and investment education through educational institutions, the capital market.]]>
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