PENGARUH BIAS KOGNITIF TERHADAP KEPUTUSAN INVESTASI MAHASISWA DI KOTA PALU

This study aims to analyze the impact of cognitive bias on the investment decisions of university students in Palu City, covering confirmation bias, representativeness bias, status quo bias, disposition effect, gambler's fallacy, illusion of control, and familiarity bias. This study uses a quantitative approach involving 104 students who have investment experience, and the data were analyzed using multiple linear regression with the help of SPSS 27. The results show that six cognitive bias variables have a positive and significant effect on investment decisions, while the disposition effect shows no significance. Simultaneously, the seven variables have a significant effect, contributing 69.5%, with illusion of control being the most dominant factor.