Factors Affecting Investment Intuition: Knowledge, Influence, and Decision-Making

Abstract

This study aims to examine the influence of attitude, subjective norms perceived behavioral control, and financial literacy on stock investment intentions among Young student investors. It utilizes the Theory of Planned Behaviour (TPB) to identify factors affecting investment intentions. Employing a quantitative method, the sample was selected through purposive sampling, resulting in 185 respondents. These respondents, all from the Business Management and Managerial Accounting Study Program classes of 2023 - 2024, completed questionnaires distributed online via Google Drive. Data were analyzed using Structural Equation Modelling (SEM) processed with SPSS 25 and AMOS 21. The results indicate that attitude, subjective norms, and perceived behavioral control positively and significantly affect investment intentions, whereas financial literacy does not have a significant effect.