The Influence of Securities Company Services on Stock Trading Decisions on the Indonesia Stock Exchange

Abstract

 Investment in the capital market, particularly through stocks, is increasingly favored by the 
Indonesian public as an alternative to achieving financial goals. The role of securities 
companies as intermediaries between investors and the capital market is crucial in providing 
services such as trading platforms, research information, and investment education that can 
influence stock buying and selling decisions. However, investment decisions are not only 
based on fundamental and technical analysis but are also significantly affected by the quality 
of services provided by securities companies. Therefore, this study aims to examine the 
influence of securities company services on stock trading decisions on the Indonesia Stock 
Exchange. The research method used is quantitative with an associative approach. Data 
were collected through a survey questionnaire distributed to active investors registered with 
securities companies who conduct stock transactions on the Indonesia Stock Exchange. 
The sampling technique used purposive sampling with specific characteristics to obtain 
representative data. Data analysis was conducted using descriptive statistics and multiple 
linear regression to test the influence of securities company service variables on stock 
trading decisions. The results of the study reveal that the quality of services provided by 
securities companies, including information quality, ease of access, and transaction costs, 
has a positive and significant impact on investors' stock trading decisions. Investors who 
are satisfied with the services provided tend to be more confident and loyal in conducting 
stock transactions. The conclusion of this study emphasizes the importance of improving 
the quality of services offered by securities companies as a key factor in supporting the 
growth of investment activity in the Indonesian capital market. Recommendations are made 
for securities companies to continuously enhance the quality of their platforms, provide 
accurate and timely information, and offer educational services to ensure that investors' 
investment decisions are better informed.