<![CDATA[The high participation of Generation Z in cryptocurrency investment is not always matched by adequate financial understanding, while the massive flow of information from social media increasingly shapes how they make financial decisions. This study examines the effect of financial literacy and social media exposure on cryptocurrency investment decisions among Gen Z, both partially and simultaneously. A quantitative causal-associative approach was used with primary data collected through a Likert-scale questionnaire distributed to 96 students of the Faculty of Economics and Business, Universitas Bina Bangsa, who had crypto investment experience, determined through purposive sampling and the Hair formula. Data were analyzed using multiple linear regression with SPSS version 26. The results show that financial literacy has a positive and significant effect on investment decisions (t = 8.110; sig. = 0.000), while social media exposure has a negative and significant effect (t = -4.812; sig. = 0.000). Simultaneously, both variables significantly affect investment decisions (F = 33.064; sig. = 0.000), contributing 41.6% (R² = 0.416), while the remaining 58.4% is explained by other factors outside the model. These findings indicate that financial literacy acts as a protective factor, whereas excessive social media exposure may reduce the rationality of crypto investment decisions due to information overload and behavioral biases such as fear of missing out. This study contributes empirically to the development of digital financial education targeted at young people.]]>
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