PENGARUH PERILAKU MASA LALU, LITERASI KEUANGAN DAN NORMA SUBJEKTIF TERHADAP PROSES PENGAMBILAN KEPUTUSAN INVESTASI SAHAM MELALUI SIKAP KEUANGAN DAN PERILAKU KONTROL PADA MAHASISWA JABODETABEK

Abstract

This study analyzes the influence of past behavior, financial literacy, and subjective norms on stock investment decisionmaking through financial attitudes and control behavior among students in the Jabodetabek area. A quantitative conclusive research design method was used by distributing questionnaires to 105 student investors. The results show that financial literacy has a positive influence on control behavior and financial attitudes. Control behavior and past behavior have a positive influence on investment decisions. However, subjective norms and financial attitudes did not have a significant influence. Financial literacy influences through control behavior, but not through financial attitudes. Likewise, past behavior does not influence through financial attitudes. This research provides insights into the factors influencing students' investment decisions and recommendations for improving investment literacy and skills