Impact of Investor Behavior on Investment Decision Through Personality Traits in Creative Industry in Indonesia

This research measures the herding bias and heuristic bias behavior of employee or owner in the creative economy industry in making investment decisions, throught the mediation of personality traits. The objective of this research is to examine whether investment decision-making is influenced by biases triggered by investor behavior. This study focuses on heuristics and herding, with the aim of assisting stakeholders in determining the optimal course of action with regard to investment decisions and their impact on performance and company performance. The research method was quantitative analysis, and method analysis is using SEM-PLS. The results of the analysis is it can be concluded that Heuristic bias has a positive effect on decision making, and personality traits as mediation can influence decision making. However, herding bias does not have a positive effect on decision-making. This result can be concluded that decision makers in making decisions trust their point of view and the results of the analysis of information seeking from themselves rather than finding out from colleagues or imitating colleagues. Furthermore, the decision-makers in the creative economy industry have decision-making skills based on individual abilities. Therefore, in making decisions to invest based on in-depth thinking and analysis of data that has been processed independently. This makes a positive finding that actors in the creative economy have the right character in making decisions that can result in an increase in the performance of the company.