DECISION GENERATION Z INVESTMENT FROM A FINANCE BEHAVIOR POINT OF VIEW

This research aims to analyze the influence of behavioral finance on stock investment decisions in Generation Z with interest as an intervening variable. Behavioral finance is an endless theme for us to uncover, the behavior of investors provides its own attraction with several variables that may influence decision-making in investing in shares. This research uses the methodQuantitative.The population in the research were students in Kediri City as Generation Z. The sampling method is Accidental Sampling. The total sample is 147 respondents. The data analysis technique in this research uses PLS Analysis because the variables used are latent variables so projections are needed to measure them and indicators are needed in the variables. Based on the results of the analysis, the overconfidence variable does not affect interest, this overconfidence variable also does not affect investment decisions directly or indirectly, namely through interest as an intervening variable. Furthermore, the fear of regret variable influences interest, it also influences investment decisions directly and indirectly, namely through interest as an intervening variable. The next variable is Herding, herding influences interest, but this variable does not influence investment decisions directly or indirectly.