PENGARUH MENTAL ACCOUNTING DAN BIAS CONFIRMATION DALAM KEPUTUSAN INVESTASI BERKELANJUTAN GENERASI MUDA

Maritza Jovita Ardhani Abbas; Khansa Aryobagas S.; Bulan Ramadhani Kirana B.

Maritza Jovita Ardhani Abbas Universitas Pembangunan Nasional Veteran Jakarta.
Khansa Aryobagas S. Universitas Pembangunan Nasional Veteran Jakarta.
Bulan Ramadhani Kirana B. Universitas Pembangunan Nasional Veteran Jakarta.

Keywords: Confirmation Bias, Financial Decision-Making, Mental Accounting Bias, Prospect Theory, Sustainable Investment

Abstract

The digital era has improved investment accessibility but young investors continue to face challenges in making rational and sustainable decision-making. This study examines the influence of mental accounting bias and confirmation bias on sustainable investment decisions among young investors using prospect theory as a framework. A quantitative approach was adopted through a survey of 110 university students investing in capital markets with data analyzed using multiple linear regression. The findings indicate that confirmation bias significantly affects sustainable investment decisions whereas mental accounting bias does not have an individual impact. However both biases collectively influence investment decisions reinforcing young investors' tendency to seek information that aligns with their existing beliefs. This study emphasizes the importance of financial literacy and critical evaluation of investment information to enhance rational decision-making. Future research should explore additional psychological factors that influence sustainable investing.