DIGITAL INVESTMENT PLATFORMS AND FINANCIAL MANAGEMENT IN SHAPING GENERATION Z INVESTMENT BEHAVIOR: THE MEDIATING ROLE OF AI DECISION SUPPORT
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2026-10-04Downloads
Abstract
This study aims to examine the effects of digital investment platform acceleration and financial management implementation on the investment behavior of Generation Z students in Medan City, with Artificial Intelligence Decision Support (AI-DSS) as a mediating variable. Using a quantitative approach based on the Theory of Planned Behavior (TPB), data were collected from 300 respondents through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (SEM-PLS). The results indicate that digital investment platform acceleration and financial management have a positive and significant direct effect on investment behavior. A good understanding of financial management also significantly encourages the utilization of AI-DSS. However, AI-DSS does not have a significant effect on investment behavior and does not mediate the relationships between the two independent variables and investment behavior. In conclusion, Generation Z's investment decisions are currently driven primarily by application accessibility and personal financial fundamentals directly, rather than by AI algorithmic recommendations.
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Copyright (c) 2026 Frans Gidion Sinuhaji, Victor Maruli Pakpahan, Deby Siska Oktavia Pasaribu, Dompak Pasaribu
This work is licensed under a Creative Commons Attribution 4.0 International License.
