The Investor Attention Of Financial And Non-Financial Information In North Sumatra In Determining Investment Decision

This study aimed  to understand the phenomena experienced by individual investors in North Sumatra in determining investment decisions. This study was  qualitative research with a comprehensive description of the experiences, awareness, perceptions, beliefs, memories and feelings experienced by individual investors. Data collection techniques used  questionnaires and interviews. The data were analyzed with the assistance of Nvivo 12 Plus software. The results of the study found that the ease of understanding the content and benefits of information became the main concern of the investors. The knowledge possessed by investors in digesting information showed  that the available information had  provided benefits that showed  the compatibility of the quality of information with the quality of individual investors in North Sumatra