PENGARUH PITCHING DIGITAL TERHADAP KEPUTUSAN INVESTOR

Abstrak

Perkembangan teknologi digital telah mengubah cara pendanaan usaha dan interaksi antara investor serta pelaku bisnis, terutama melalui mekanisme crowdfunding. Pitching digital menjadi salah satu strategi penting dalam menyampaikan informasi proyek secara online, mencakup rencana bisnis, proyeksi keuntungan, dan transparansi penggunaan dana. Pitching digital yang efektif tidak hanya memberikan informasi, tetapi juga membangun citra profesionalisme fundraiser, mengurangi ketidakpastian risiko, dan memengaruhi motivasi investor untuk berinvestasi. Literasi keuangan memiliki peran sentral dalam memperkuat pengaruh pitching digital, di mana investor dengan literasi tinggi mampu mengevaluasi peluang dan risiko investasi secara objektif, sedangkan investor dengan literasi rendah cenderung ragu atau menunda keputusan. Perkembangan fintech dan digitalisasi pasar modal turut meningkatkan efisiensi, transparansi, dan kredibilitas platform, sehingga memengaruhi persepsi risiko investor terhadap proyek crowdfunding. Selain itu, edukasi investor juga menjadi faktor penting untuk memastikan keputusan investasi lebih rasional dan berkelanjutan. Penelitian ini menggunakan metode studi literatur untuk menganalisis hubungan antara pitching digital, literasi keuangan, kredibilitas platform, dan edukasi investor terhadap keputusan investasi. Hasil penelitian diharapkan dapat memberikan panduan strategis bagi platform crowdfunding, fundraiser, dan investor dalam meningkatkan efektivitas pitching digital serta keberhasilan pendanaan di era digital.  

The development of digital technology has transformed the way businesses are funded and interactions between investors and business owners occur, particularly through crowdfunding mechanisms. Digital pitching has become a crucial strategy for conveying project information online, including business plans, profit projections, and transparency regarding the use of funds. Effective digital pitching not only provides information but also builds the fundraiser's professional image, reduces risk uncertainty, and influences investor motivation to invest. Financial literacy plays a central role in strengthening the influence of digital pitching, where investors with high literacy are able to objectively evaluate investment opportunities and risks, while investors with low literacy tend to hesitate or delay decisions. The development of fintech and the digitalization of capital markets have also increased the efficiency, transparency, and credibility of platforms, thus influencing investor risk perceptions regarding crowdfunding projects. Furthermore, investor education is also a crucial factor in ensuring more rational and sustainable investment decisions. This study uses a literature review method to analyze the relationship between digital pitching, financial literacy, platform credibility, and investor education on investment decisions. The results are expected to provide strategic guidance for crowdfunding platforms, fundraisers, and investors in improving the effectiveness of digital pitching and funding success in the digital era.