<table width="588" border="1" cellspacing="0" cellpadding="0"><tbody><tr><td valign="top" width="456"><div><p align="left">Penelitian ini bertujuan untuk menganalisa pengaruh literasi keuangan, <em>herding behaviour</em>, dan karakteristik demografi terhadap keputusan investasi Generasi Z di Kota Semarang. Penelitian ini menggunakan literasi keuangan, <em>herding behaviour</em>, dan karakteristik demografi sebagai variabel independen dan keputusan investasi sebagai variabel dependen. Populasi dari penelitian adalah Generasi Z di Kota Semarang yang melakukan investasi. Jumlah sampel 100 responden, dengan metode <em>purposive sampling</em>. Metode analisis data menggunakan SPSS versi 25 yang meliputi analisa deskriptif, uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi berganda, disertai uji-t dan uji koefisien determinasi. Hasil penelitian menunjukkan bahwa literasi keuangan berpengaruh positif signifikan terhadap keputusan investasi. Semakin baik tingkat literasi keuangan maka akan semakin membantu investor dalam melakukan keputusan investasi. <em>Herding behaviour</em> berpengaruh terhadap keputusan investasi, artinya keputusan investor tentang pemilihan jenis investasi berdampak pada keputusan investasi yang dibuat. Sedangkan Karakteristik demografi meliputi jenis kelamin, pendapatan dan pengalaman investasi tidak berpengaruh terhadap keputusan investasi.</p><p align="left"><em>This study aims to analyze the influence of financial literacy, herding behaviour, demographic characteristic (gender, income, investment experience) on investment decision Generation Z in Semarang City. This study uses financial literacy, herding behaviour, demographic characteristic as the independent variables and investment decision as the dependent variable. The population of this study are Generation Z in Semarang City who have made investment and sample of 100 respondents, using purposive sampling method. Data analysis for this study uses SPSS version 25 which includes descriptive analysis, validity test, reliability test, classical assumption test, multiple regression analysis test was used along with the t test and the coefficient determination test. The results of the research on financial literacy have a significant positive influence on investment decision. The better the level of financial literacy, the more helpful investors are in making investment decision. Herding behaviour has a significant positive effect on investment decision, which means that decisions of other investors regarding choosing the type of investment have impact on the investment decisions made. meanwhile, demographic characteristics (gender, income, investment experience) have no effect on investment decision.</em></p></div></td></tr></tbody></table>