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INDONESIA
Jurnal Riset Bisnis dan Manajemen
Published by Universitas Pasundan
ISSN : 19790600     EISSN : 25809539     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
The journal’s aim is to foster greater understanding of advancements in all areas of business and management by providing a platform to the scholars for disseminating their research works. The journal’s welcomes empirical and theoretical research papers and literature reviews from academicians, practicing managers, and research scholars on issues of current interest in all sub-areas of business and management.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 191 Documents
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UNDERSTANDING THE IMPACT OF AI-BASED DECISION SUPPORT (CHATGPT) ON INVESTMENT DECISIONS: A MODERATED MODERATION ANALYSIS OF FINANCIAL LITERACY AND ETHNIC IDENTITY IN BANDUNG Putri, Rafa; Syawal, Erik; Gunardi, Ardi; Juju, Undang
Jurnal Riset Bisnis dan Manajemen Vol. 19 No. 1 (2026): February Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v19i1.37748

Abstract

This study examines the influence of Artificial Intelligence (ChatGPT) usage on investment decision-making by considering the moderating roles of financial literacy and ethnic identity among investors in Bandung, Indonesia. Employing a quantitative approach through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4.0, the study involved 119 respondents who have utilized ChatGPT in their investment processes. The results indicate that ChatGPT usage has a positive and significant effect on investment decisions. However, financial literacy does not significantly moderate this relationship. Conversely, ethnic identity demonstrates a second-order moderating effect, wherein Sundanese investors consistently experience a significant influence of ChatGPT on investment decisions regardless of their financial literacy level. These findings highlight the importance of cultural values in the adoption of AI technologies. The study’s limitations include a narrow geographical scope, suggesting that future research should expand to diverse ethnic contexts and incorporate additional behavioral variables. The results offer insights for technology developers, financial educators, and regulators in designing culturally sensitive financial and technological education initiatives.

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