Unveiling the Power of Fundamental Analysis: Exploring the Influence of Representative Bias on Stock Investment Decisions

Abstract

This study aims to investigate the contribution of representative bias on stock investment decisions. It also focuses on examining the role of fundamental analysis performed by investors in making stock investment decisions. The study adopts a quantitative approach and employs a survey design. The population of this study consists of stock investors in Bengkulu Province, with a sample size of 395 stock investors. Purposive sampling technique is used to select the sample. The data collected for this research is primary data obtained through an online questionnaire. The data analysis method used is moderating regression analysis (MRA). The results of this study indicate that representative bias has a significant impact on stock investment decisions. Furthermore, the study reveals that the fundamental analysis conducted by investors weakens the influence of representative bias on stock investment decisions.