PENGARUH PERSEPSI RISIKO, HEURISTIK DAN SIKAP TERHADAP RISIKO DALAM PENGAMBILAN KEPUTUSAN INVESTASI PADA WIRAUSAHA

This research was based on the issues of entrepreneur investment behavioral decision making. Risk perception can show that risk is different with each other. Forthemore, risk attitudes can describes the different attitudes of entrepreneur toward a risk. It would be a risk seeker or risk averter depend on various domain and situation and affecting the decision process. On the other hand, heuristic can affect the investment decision of entrepreneur. It’s based on the rapid decision making and entrepreneur may used that. The aim of this research is to analyze the influence of perception, heuristic and risk attitudes toward investment decision making of the entrepreneurship. This research uses quantitative methods, data collected by questionnaire and the respondents are 110 entrepreneur at Sidoarjo. Four hypotheses in this research are formulated and tested using SEM (Structural Equation Modelling) with AMOS 18.0 program. The result shows variable risk perception has a positive effect is not significant toward investment decision making. Variabel risk attitude shown a positive effect is not significant are mediated between heuristic toward investment decision making. While the variable heuristics toward investment decisions making have a significant positive influence. On the other hand, variables risk perception toward investment decision making are mediated by risk attitude have a significant negative effect. Keywords : Risk Perception, Risk Attitudes, Heuristic, Investment Decision Making, Entrepreneurshi