NUGROHO, RIKO ADI (2025) PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP PENGAMBILAN KEPUTUSAN INVESTASI CRYPTOCURRENCY (SURVEI PADA FOLLOWERS @COINVESTASI). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Social media, particularly Instagram, has become a significant source of information and education in digital finance, including cryptocurrency. One active account in this domain is @coinvestasi, which offers a range of educational content aimed at improving financial literacy. This study seeks to measure and explain the impact of @coinvestasi's Instagram content on cryptocurrency investment decision-making among its followers. The study employs a quantitative approach within a positivist paradigm and uses a survey method. A questionnaire was distributed to 100 respondents who met the inclusion criteria. The findings suggest that Instagram content from @coinvestasi has a significant influence on cryptocurrency investment decisions. The linear regression equation obtained is Y = 2.809 + 0.788X, with a correlation value of 0.916, indicating a strong relationship between the two variables. The hypothesis testing results show that t-value = 22.637 > t-table = 1.984, confirming the presence of a significant effect. The analysis of the Instagram variable shows high engagement, with respondents indicating the content positively affects their decision-making process. Future research should further explore the mechanisms of digital communication in cryptocurrency education. Practically, @coinvestasi is encouraged to provide more credible, interactive, and up-to-date content to enhance followers' understanding and critical thinking in cryptocurrency investment. Keywords: Social Media Instagram, Decision Making, Cryptocurrency Media sosial, terutama Instagram, telah berkembang menjadi sumber utama informasi dan edukasi dalam bidang keuangan digital seperti cryptocurrency. Salah satu akun yang aktif adalah @coinvestasi, yang menyampaikan berbagai konten edukatif untuk meningkatkan literasi keuangan masyarakat. Penelitian ini bertujuan untuk mengukur pengaruh konten akun Instagram @coinvestasi terhadap pengambilan keputusan investasi cryptocurrency oleh followers-nya. Pendekatan kuantitatif dengan paradigma positivisme dan metode survei digunakan dalam penelitian ini. Kuesioner disebarkan kepada 100 responden yang memenuhi kriteria inklusi. Hasil penelitian menunjukkan bahwa media sosial Instagram @coinvestasi memiliki pengaruh signifikan terhadap pengambilan keputusan investasi cryptocurrency. Persamaan regresi linier yang diperoleh adalah Y = 2,809 + 0,788X, dengan korelasi sebesar 0,916 yang menunjukkan hubungan kuat antara kedua variabel. Hasil uji hipotesis menunjukkan t-hitung 22,637 > t-tabel 1,984, yang mengindikasikan pengaruh signifikan. Variabel media sosial Instagram dan pengambilan keputusan menunjukkan keterlibatan tinggi responden dalam proses pengambilan keputusan investasi. Penelitian selanjutnya disarankan untuk memperdalam kajian mengenai mekanisme komunikasi digital. Secara praktis, @coinvestasi disarankan untuk menyediakan informasi lebih kredibel dan interaktif untuk meningkatkan pemahaman dan critical thinking followers dalam investasi cryptocurrency. Kata Kunci: Media Sosial Instagram, Pengambilan Keputusan, Cryptocurrency
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