Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh loss aversion dan mental accounting terhadap keputusan investasi, dimediasi oleh risk perception di kota banda aceh. teknik pengumpulan data yang digunakan adalah data primer dengan mengedarkan kuesioner yang diedarkan pada investor ritel saham di kota banda aceh. sampel dalam penelitian ini terdiri dari 140 responden dengan teknik pengambilan sampel purposive sampling. metode analisis yang digunakan dalam penelitian ini adalah partial least square (pls) menggunakan software smartpls 4. hasil analisis meunjukkan bahwa loss aversion, mental accounting dan risk perception berpengaruh positif signifikan terhadap keputusan investasi. kemudian berdasarkan hasil indirect effect ditemukan bahwa risk perception memediasi hubungan loss aversion dan mental accounting investor dalam membuat keputusan investasi. kata kunci: investment decision, loss aversion, mental accounting, risk perception

ABSTRACT This research aims to determine the influence of loss aversion and mental accounting on investment decisions, mediated by risk perception in the city of Banda Aceh. The data collection technique used is primary data by distributing questionnaires to retail stock investors in Banda Aceh City. The sample in this study consisted of 140 respondents using SmartPLS 4 software. The results of the analysis show that loss aversion, mental accounting, and risk perception have a significant positive effect on investment decisions. Then, based on the indirect effect results, it was found that risk perception mediates the relationship between loss aversion and mental accounting among investors in making investment decisions. Keywords: Investment Decision, Loss Aversion, Mental Accounting, Risk Perception