The aim of this research is to understand the characteristics and investment decision factors of individual investors in Mampang Prapatan. I used seven characteristic of respondent, namely : gender, age, education, occupation, length of investment, income and the value of investment holdings, I used four investment instrument, namely : stock, gold, savings and property and the variables used in this research are brokerage house recommendation, friend recommendation, family member opinion, diversification needs, expected return, comparison investment alternative, past performance of investor's portfolio and time before funds are needed. By using primary data from 120 responden in Mampang Prapatan, this research find that expected return is the most widely chosen for investment decision factors. The study also explains the characteristic of investor in each of the investment instruments. Overall, the investors in Mampang Prapatan are dominated by the postgraduates within 35-50 years old and already have been invested for more than 5 years. The investors also dominated by the person who have the income between Rp 5.000.000-Rp 10.000.000 per month and also worked as an entrepreneur.

Keywords : investment, investor behavior, investment decision, considering factor. Jumlah pustaka : (26) (2014 s/d 1990)