<![CDATA[Tujuan dari penelitian ini untuk mengetahui bukti empiris pengaruh perilaku keuangan heuristik (salience, rerpresentativness dan mental accounting) dan investasi etis terhadap keputusan investasi saham yang dilakukan oleh investor individu di kota Palembang pada tahun 2019. Penelitian ini bersifat kausal menggunakan data primer 145 responden dengan teknik purposive sampling. Program analisis Structural Equation Modeling (SEM) Amos digunakan untuk mengukur hubungan antara variabel penelitian. Hasil penelitian menunjukkan bahwa perilaku keuangan heuristik salience dan mental accounting berpengaruh signifikan terhadap keputusan investasi, sedangkan representativness tidak signifikan terhadap keputusan investasi dan investasi etis mampu memediasi perilaku keuangan heuristik terhadap keputusan investasi.The purpose of this study is to find out empirical evidence of the influence of financial heuristics (salience, rerpresentativness and mental accounting) and ethical investment on investment decisions made by individual investors in the city of Palembang in 2019. This study uses causal data using primary data of 145 respondents with taking techniques purposive sample. Analysis of the Amos Structural Equation Modeling (SEM) program is used to measure the relationship between research variables. The results showed heuristic financial facts salience and mental accounting have a significant effect on investment decisions, while representation does not have a significant effect on investment returns and ethical investment is able to mediate heuristic financial problems on investment decisions.]]>
