Title:
Determinants of Millennials’ and Generation Z’s Interest in Investing Online

Authors:
Abriyani Puspaningsih, Yuni Isma Indrayani, Indonesia

Abstract:

This study aims to determine the influence of ease of use, security, trust, brand ambassadors, and advertising on social media on Millennials and Generation Z's interest in investing online. The sample size for this study was 60 Millennials and Generation Z. Data obtained through questionnaires were processed using the PLS method. The results indicate that ease of use, trust, and advertising on social media have a positive effect on interest in investing online. Meanwhile, security and brand ambassadors have no effect on interest in investing online. Online investment application providers are expected to continuously improve their application performance so that users always find them easy to operate. This ensures that investors also feel secure when investing in online applications. Online application providers should continuously strive to gain user trust so that users feel it is appropriate to invest online.

DOI: https://doi.org/10.51505/IJEBMR.2026.10414