Pengaruh Influencer Dan Electronic Word Of Mouth (E-WOM) Terhadap Minat Investasi Generasi Z Pada Produk Tabungan Emas Pegadaian Kanwil II Pekanbaru
DOI:
https://doi.org/10.70134/jukoni.v3i3.2038Keywords:
Influencer, Electronic Word of Mouth (E-WOM), Investment Interest, Generation Z, Pegadaian Gold SavingsAbstract
This study is motivated by the increasing use of social media among Generation Z, which makes digital media an important source of information about financial and investment products. This study aims to determine the partial and simultaneous effects of Influencer and Electronic Word of Mouth (E-WOM) on the investment interest of Generation Z in the Pegadaian Gold Savings product at Regional Office II Pekanbaru. A quantitative approach with a causal-associative design was employed. The population consisted of Generation Z in Pekanbaru City who use social media and are aware of the Pegadaian Gold Savings product. A total of 102 respondents were selected using the Slovin formula with a 10% margin of error and purposive sampling. Data were collected through questionnaires using Google Forms and analyzed with SPSS version 25. The analysis included validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination tests. The results show that Influencer has a positive and significant effect on investment interest (t = 2.400; sig. = 0.018). E-WOM also has a positive and significant effect (t = 5.047; sig. = 0.000). Simultaneously, Influencer and E-WOM significantly affect investment interest (F = 68.669; sig. = 0.000). The R Square value of 0.581 indicates that the two independent variables explain 58.1% of the variation in investment interest, while the remaining 41.9% is explained by other factors outside the research model.
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