Pengaruh Influencer Marketing terhadap Minat Investasi Generasi Milenial pada Surat Berharga Negara Ritel Konvensional

Elmie, Dosen and Tina Mardiana, Mhs Pengaruh Influencer Marketing terhadap Minat Investasi Generasi Milenial pada Surat Berharga Negara Ritel Konvensional. Pengaruh Influencer Marketing terhadap Minat Investasi Generasi Milenial pada Surat Berharga Negara Ritel Konvensional. ISSN 2502-5546

Text JURNAL PENGARUH INFLUENCER MARKETING TERHADAP MINAT INVESTASI GENERASI MILENIAL_TINA MARDIANA.pdf Download (448kB)

Abstract

Government Securities are one of the financing instruments that aim to meet the needs of the budget deficit. Not only as a financing instrument, Government Securities are also one of the investment instruments issued by the Government. Since 2006, the Government has issued Government Securities in the form of Retail Government Securities for the first time. The purpose of issuing Retail Government Securities is to provide opportunities for Indonesians to invest. In order to sell Retail Government Securities to the public, the Government has carried out several marketing strategies, namely socializing to the public, providing education through the "goes to campus" program, involving financial technology companies as one of the distribution partners, and creating an e-SBN application. In its development, the development of technology and information is behind the birth of the use of influencer marketing on social media. The government then uses influencer marketing as an opportunity to expand access to retail government securities sales to the millennial generation. The use of influencers in the marketing process of Retail Government Securities is expected to provide education and influence to the public, especially the millennial generation to be investment literate. Therefore, this study aims to analyze the influence of influencer marketing on millennial generation's interest in Retail Government Securities products.

Item Type:	Article
Subjects:	H Social Sciences > HJ Public Finance
Divisions:	PASCA SARJANA > S2-Manajemen
Depositing User:	elibrary @pascajayabaya.ac.id
Date Deposited:	16 Jan 2023 03:44
Last Modified:	16 Jan 2023 03:44
URI:	http://repo.jayabaya.ac.id/id/eprint/2573

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