FACTORS AFFECTING INVESTOR DECISIONS TO INVEST IN STARTUP: A CASE STUDY OF STARTUP XYZ

The rapidly growing startup that happened all over the world, including Indonesia, not only caused by technology development and internet invasion but also the investor who participates in taking risk through their funds in this high-risk-high-return industry. The study aims to determine investor perceptions before they decided to invest in a particular startup by used XYZ company as a study case. The research was conducted by carrying out a depth interview on the internal party (startup XYZ) to find out the current conditions and strategies of the company, and external parties (three investors and three startups who have received funding from investors) to get a view on influence investors in investing as well as opinions related to startup XYZ. Data from interview results were processed using the IPA (Importance-Performance Analysis) method. Twenty-nine indicators are used as a reference to consider whether this affects investors to invest in startups. From the results obtained, it showed that some signs are very influential on investor decisions and some have no effect. The recommended strategies for XYZ startups are 1) increasing the focus of product development based on indicators considered necessary by investors based on Importance-Performance Analysis, 2) marketing specific market segments, 3) cooperating with certification bodies for customers who already passed Al Quran reading through the Learn Tajwid application