<![CDATA[This study examines the impact of Personality Traits, Demographics Factor, and Risk Taking Attitude to Investment Decision Toward Usaha Mikro, Kecil dan Menengah (UMKM). The sample in this study are 100 respondent selected through the purposive sampling method. Sampling techniques using questionnaires online as well as directly. Data processing is done using smart PLS software. The results of this study show that openness to experience has a significant influence on the investment decision. Conscientiousness has a significant influence on investment decision. Demographic factor has no significant influence on investment decision. Meanwhile, risk aversion has a significant influence on investment decision. Tujuan penelitian ini adalah untuk mengetahui pengaruh personality traits, demographic factor, dan risk-taking attitude terhadap investment decision pada pengusaha mikro, kecil dan menengah. Sampel penelitian ini adalah sebanyak 100 responden yang dipilih melalui metode purposive sampling. Teknik pengambilan sampel menggunakan kuesioner secara online maupun secara langsung. Pengolahan data dilakukan dengan menggunakan software smart PLS. Hasil penelitian ini menunjukkan bahwa openness to experience memiliki pengaruh signifikan terhadap investment decision. Conscientiousness memiliki pengaruh signifikan terhadap investment decision. Demographic factor tidak memiliki pengaruh signifikan terhadap investment decision. Sedangkan, risk aversion memiliki pengaruh signifikan terhadap investment decision.]]>
