Etika Integritas Finfluencer dalam Konteks Tanggung Jawab Sosial Terhadap Keputusan Investasi Gen Z
DOI:
https://doi.org/10.37385/msej.v7i2.10125Keywords:
Finfluencer Ethics, Gen Z Investment, Behavioral Finance, Budi Pekerti Luhur, Financial Influencer Regulation, Digital Finance, Investor Protection, Business Ethics, Fintech GovernanceAbstract
Perkembangan fintech dan dominasi media sosial telah mengubah cara generasi muda Indonesia mengambil keputusan investasi, dengan financial influencer (finfluencer) menjadi sumber informasi yang sangat berpengaruh namun sering kali tidak mengutamakan perlindungan investor. Penelitian ini menganalisis integrasi etika bisnis dalam manajemen keuangan modern Indonesia melalui pendekatan literature review yang komprehensif, mengintegrasikan Grand Theory (utilitarianism, deontological ethics, virtue ethics), Middle Theory (financial ethics dan budi pekerti luhur), dan Applied Theory (empirical research tentang perilaku investor Gen Z). Hasil penelitian mengidentifikasi empat tantangan etis fundamental: (1) asimetri informasi dan transparency gap antara finfluencer dan investor muda, (2) konflik kepentingan inherent dalam business model finfluencer yang didorong oleh komisi dan engagement metrics, (3) behavioral vulnerabilities spesifik Gen Z (FOMO, herding behavior, overconfidence) yang sering dieksploitasi oleh sistem yang tidak ethical, dan (4) regulatory gaps yang tertinggal dari inovasi industri. Penelitian ini mengusulkan Integrated Ethics Framework yang mengoperasionalisasikan enam prinsip etika inti (transparansi, integritas, akuntabilitas, kewajiban fidusia, kehati-hatian, dan budi pekerti luhur) melalui stakeholder-specific mechanisms untuk investor protection, finfluencer compliance, dan institutional governance. Konsep tradisional budi pekerti luhur dengan lima elemen (kejujuran, tanggung jawab sosial, kebijaksanaan, empati, integritas) terbukti tetap relevan dan dapat dikombinasikan dengan framework etika modern untuk menciptakan financial ecosystem yang sustainable. Rekomendasi praktis mencakup pendekatan penerapan bertahap: short-term regulatory guidance (0-6 bulan), medium-term regulation formalization (6-18 bulan), dan long-term culture building (18+ bulan). Penelitian ini berkontribusi pada literatur business ethics dengan menunjukkan bagaimana nilai-nilai lokal Indonesia dapat memperkuat global ethics frameworks dalam konteks financial decision-making modern, sekaligus memberikan actionable guidance untuk regulators, industry players, dan finfluencer dalam membangun responsible financial management di era digital.
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