The aim of this study is to analyze the effect of investor personality traits and risk behavior on investment intention of Indonesia EdTech startup, with mediating role of financial self-efficacy. This study used quantitative approach, focused on cause and effect relationship among variables. Data were collected through questionnaires from 93 individual investors in Jakarta. This study used Partial Least Square (PLS) – Structural Equation Modeling (SEM), with the help of SmartPLS program. The result indicated that investor personality traits agreeableness negatively influenced investment intention of Indonesia EdTech startup and conscientiousness positively influenced investment intention of Indonesia EdTech startup. However, extraversion, openness to experience, and neuroticism did not significantly influence investment intention of Indonesia EdTech startup. The finding also indicated financial self-efficacy did not significantly mediate the relationship between personality traits and investment intention on Indonesia EdTech startup. Further the result also indicated that risk behavior negatively influenced investment intention on Indonesia EdTech startup. This study should be beneficial for future researchers to design their investigation on similar studies. Furthermore, the finding could help investors to understand the personality traits and its influence on investment intention, and potential investors will be aware when making a decision for an investment on digital startup in Indonesia.

Keyword: Investment Intention, EdTech Startup, Personality Traits, Financial Self-Efficacy