Understanding the Perceptions, Preferences, and Attitudes towards Investment through Digital Platform of a Big, Growing, and Young Customer Segment in Indonesia

Abstract

The hype of digitalization has impacted several industries including finance. Several innovations have been launched such as robo-advisory investment platform which minimize the involvement of human in investment process. One of the companies that provides this service is company X which is based in Indonesia. On the other hand, there is a growing new segment which is projected to increase tremendously and is called ‘the billion dollars consumers’; muslim millennials. Company X aims to serve this growing segment thus understanding their needs and values become crucial aspect. In this work, the researchers used quantitative methods and statistical analysis to study the behaviors of Indonesian Muslim millennials. The relation between financial literacy, Islamic financial literacy, and investment behavior is studied using factor analysis and t-test analysis. Online questionnaire was deployed to 379 respondents and analyzed further. Findings suggest that in average both financial and Islamic financial literacies of the respondents are 58,5% and 54,3% respectively thus cannot be classified as sufficient. However, investors tend to have significantly higher financial literacy score than the non-investor group. In addition, the findings highlighted that investment decisions are driven mostly by religious beliefs and firm image, whereas digital solution is also seen as preferable and important. Consequently, the findings from this work will provide inputs for companies that are contemplating on targeting their goods at the fast-growing Indonesian Muslim millennials population.