THE INFLUENCE OF TIKTOK ADS ON GENERATION Z'S INVESTMENT INTEREST IN BIBIT MUTUAL FUND PLATFORM

Authors

  • Fitri Ramadina Universitas Syiah Kuala
  • Rizanna Rosemary Universitas Syiah Kuala
  • Febri Nurrahmi Universitas Syiah Kuala

DOI:

https://doi.org/10.70611/jkmd.v3i1.53

Keywords:

Advertising Exposure, Bibit, Generation Z, Investment Interest, TikTok

Abstract

The 2022 report from the Indonesia Central Securities Depository (KSEI) indicates that although the stock price index declined, the number of capital market investors, particularly from Generation Z, experienced significant growth. This trend is driven by the development of financial technology (fintech), which facilitates easier access to investments for younger generations. One prominent fintech platform is Bibit, which became the most popular mutual fund investment application in Indonesia in 2021. Generation Z, aged 19–25, is highly active on social media, including TikTok, which Bibit utilizes as a primary marketing platform. This study aims to analyze the influence of Bibit’s advertising exposure on TikTok on Generation Z’s investment interest in Banda Aceh. The AIDA (Attention, Interest, Desire, and Action) model is used as the analytical framework. This study employs an explanatory quantitative approach using a survey method, distributing online questionnaires. The research sample consists of 100 respondents selected through accidental sampling based on the Slovin formula. Data analysis is conducted using simple linear regression and t-tests. The results indicate that the t-value is greater than the t-table value (5.404 > 1.660), with a coefficient of determination of 0.230, meaning that Bibit’s advertising exposure on TikTok contributes 23% to investment interest. Thus, it can be concluded that Bibit’s advertising exposure on TikTok has a positive and significant influence on Generation Z’s investment interest in Banda Aceh.

References

Arifullah, M., Mardani, R. M., & Dianawati, E. (2019). Pengaruh Promosi, Pengetahuan Investasi Dan MotivasiInvestasi Terhadap Minat Investasi (Studi Kasus Nasabah Atg 5.0 ). E–Jurnal Riset Manajemen, 9–25.

Astuti, M. Y. (2022). Pengaruh Social Media Influencer Terhadap Minat Investasi Reksadana Syariah Pada Aplikasi Bibit: Perluasan TAM (The Influence of Social Media Influencers on The Investment Interest of Sharia Mutual Fund on Bibit Application: Ekspansion of TAM). Universitas Islam Indonesia Respository, 1–143. https://dspace.uii.ac.id/handle/123456789/41203

Batra, R., Myers, J. G., & Aaker, D. A. (1996). Advertising management. Prentice Hall.

Chin, W. W., & Newsted, P. R. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research. Statistical Strategies for Small Sample Research, April, 295-336. http://books.google.com.sg/books?hl=en&lr=&id=EDZ5AgAAQBAJ&oi=fnd&pg=PA295&dq=chin+1998+PLS&ots=47qB7ro0np&sig=rihQBibvT6S-Lsj1H9txe9dX6Zk#v=onepage&q&f=false

Dewi, A. A., Suryawati, I. G. A. A., & Gelgel, N. M. R. A. (2023). PENGARUH TERPAAN IKLAN APLIKASI BIBIT DI PLATFORM YOUTUBE TERHADAP MINAT INVESTASI MAHASISWA DI KOTA DENPASAR. E-Jurnal Medium, 4(1), 93-99.

Endarwati, E. T., & Ekawarti, Y. (2021). Pengguna Aktif Tiktok. 4, 112–120.

Evans, J. R. (2021). Nearly 60% of Young Investors Are Collaborating Thanks to Technology, Often Turning to Social Media for Advice. Magnifymoney.Com. https://www.magnifymoney.com/news/young-investors/

Ferdinand, A. (2014). Metode Penelitian Manajemen. Semarang: Universitas Diponegoro.

Hayhoe, C. Leach, L. Turner, P. Bruin, M., & Lawrence, F. (2000). Differences in Spending Habits and Credit Use of College Students. Journal of Consumer Affairs, 34(1), 133. https://doi.org/10.1111/j.1745-6606.2000.tb00087.x

Kotler, P., Keller, K.L. (2020). Manajemen Pemasaran. Jakarta: Erlangga.

KSEI. (2022). Didominasi Milenial dan Gen Z, Jumlah Investor Saham Tembus 4 Juta. https://www.ojk.go.id/id/berita-dan-kegiatan/siaran-pers/Pages/Jumlah-Investor-Ritel-Pasar-Modal-Terus-Meningkat.aspx

Loix, E., Pepermans, R., Mentens, C., Goedee, M., & Jegers, M. (2005). Orientation Toward Finances: Development of a Measurement Scale. Journal of Behavioral Finance, 6(4), 192–201. https://doi.org/10.1207/s15427579jpfm0604_3

Marcoulides, G. A. (1998). Modern Methods for Business Research. Lawrence Erlbaum Associates, Inc., Publishers.

Mc Kinsey & Company. (2022). Mind the Gap: Curated Reads for Gen Z and Their Z Curious Colleagues. Https://Www.Mckinsey.Com/. https://www.mckinsey.com/~/media/mckinsey/email/genz/2022/11/29/2022-11-29b.html

McNair, K. (2021). 66% of Investors Regret Impulsive or Emotional Investing Decisions, While 32% Admit Trading While Drunk. Magnifymoney.com. https://www.magnifymoney.com/news/emotional-investing/

OJK. (2021). REKSA DANA: INVESTASI PAS BAGI YANG SERBA TERBATAS. Https://Sikapiuangmu.Ojk.Go.Id/. https://sikapiuangmu.ojk.go.id/FrontEnd/CMS/Article/7

Pahlevi, R. (2022). Survei KIC: Bibit Jadi Aplikasi Reksa Dana Favorit di Indonesia. https://databoks.katadata.co.id/keuangan/statistik/c2433467d5e2fbf/survei-kic-bibit-jadi-aplikasi-reksa-dana-favorit-di-indonesia

Purnama, B., & Setyanto, Y. (2023). Pengaruh Komunikasi Pemasaran Terpadu terhadap Minat Investasi Mahasiswa Universitas Tarumanagara di Aplikasi Bibit. Prologia, 7(1), 31–37. https://doi.org/10.24912/pr.v7i1.15695

Rahmawati, N. K., Muslinawati, R., & Susilowati, D. (2023). Analisis Pengaruh Iklan Aplikasi Bibit Reksadana dan Literasi Keuangan Terhadap Keputusan Investasi Bagi Masyarakat Kota Bojonegoro. Ekonomikawan: Jurnal Ilmu Ekonomi Dan Studi Pembangunan, 23(1), 118–128. https://doi.org/10.30596/ekonomikawan.v23i1.12084

Sarwono, J. (2006). Metode Penelitian Kualitatif dan Kuantitatif (Issue January).

Tantan, H. (2023, June 21). Generasi “Freelance” dan Perubahan Sosial. Kompas.Id. https://www.kompas.id/artikel/generasi-freelance-dan-perubahan-sosial

TikTok Creative Center. (2023). Explore Top Ads on TikTok. Https://Ads.Tiktok.Com/. https://ads.tiktok.com/business/creativecenter/inspiration/topads/pc/en?period=180&region=ID&secondIndustry=13110000000&object=4

Downloads

Published

2025-06-30

How to Cite

Ramadina, F., Rosemary, R. ., & Nurrahmi, F. (2025). THE INFLUENCE OF TIKTOK ADS ON GENERATION Z’S INVESTMENT INTEREST IN BIBIT MUTUAL FUND PLATFORM. Jurnal Komunikasi & Media Digital, 3(1), 1–13. https://doi.org/10.70611/jkmd.v3i1.53