THE EFFECT OF FINANCIAL ATTITUDE, FINANCIAL BEHAVIOR, FINANCIAL KNOWLEDGE, AND SOCIODEMOGRAPHIC FACTORS ON INDIVIDUAL INVESTMENT DECISION BEHAVIOR

ABSTRACT: The purpose of this study was to determine the effect of financial attitude, financial behavior,financial knowledge and sociodemographic factors on the behavior of individual investment decisions. Thisresearch was conducted at BNI Sekuritas Denpasar City. The population in this study are all people who live inDenpasar City who invest in the stock exchange through BNI Sekuritas. In this study the sample was taken bynonprobability sampling method, namely purposive sampling, so the sample in this study was 200 people. Thedata analysis technique used multiple linear regression analysis techniques. The results showed that financialattitude, financial behavior, financial knowledge and sociodemographic factors had a positive effect onindividual investment decision behavior. The public needs to realize that the importance of financial attitude,financial behavior and financial knowledge in managing funds because these factors are the main factors inmaking an investment which will be useful in the future.

Keywords: financial attitude, financial behavior, financial knowledge, sociodemographic factors, individualinvestment decision behavior