Peran Harga Patokan (Anchor Price) Terhadap Keputusan Untuk Membeli Saham

Abstract

The purpose of this study is to examine the role of anchor prices in consumer decision making in buying shares. When buying shares someone has a benchmark or reference. This study uses positive information about the issuer as a reference to buy shares. The research method used is the 2X2 2 experimental method (Price Display: Regular Price vs. Price + Info) x 2 (Stock Type: BKSL vs. WIKA. Participants are students who are also investors who are used to making transactions in the capital market. that information plays an important role for investors to decide to buy shares Investors prefer stocks whose prices are accompanied by information about the issuer.When expensive and cheaper shares are given information, it turns out investors prefer shares with high prices that are informed about the issuer.