Housewives as Financial Decision-Makers: A Theory of Planned Behavior Approach to Investment Intention

Abstract

This study examines the effect of attitude, subjective norms, and perceived behavioral control on investment intention among housewives in Malang City. Using the Theory of Planned Behavior, this research employs a quantitative approach with data collected through questionnaires from 112 respondents selected by purposive sampling. The data were analyzed using multiple linear regression. The results show that attitude, subjective norms, and perceived behavioral control have a positive and significant effect on investment intention, both partially and simultaneously. Subjective norms are the most dominant factor influencing investment intention. These findings indicate that social support, positive investment attitudes, and perceived ability are important in encouraging housewives’ investment intention.