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The Effect of Product Knowledge and Influence of Society on Investment Intention of Stock Investors with Perceived Risk as Mediation

This study aims to find scientific evidence about the factors that influence the investment intentions of stock products in Indonesia. The research subjects are stock investors in the Indonesian capital market in 2020. The objects studied include product knowledge, risk perception, influence of society, and investment intentions. The sample was selected by purposive random sampling method. Primary data collection is done online by distributing questionnaires using Google Docs via social media WhatsApp, Telegram and Line. The number of research samples is 470 data. Data analysis was performed using SEM-PLS in two test categories, namely testing the outer model and testing the inner model. The results of this study indicate that product knowledge and influence of society have a significant effect on investment intention of stock investors in Indonesia, perceived risk does not significantly affect investment intention. Other findings prove that product knowledge has a significant effect on risk perception. In addition, this study also proves that Perceived Risk cannot mediate product knowledge on investment intention. Thus the results of this study can clarify the relationship between product knowledge, perceived risk and influence of society on investment intention so that at least it can provide guidance to the community to increase investment intention.