ABSTRACT:– This study aims to: (1). Knowing the effect of loss aversion on investor decision making (2). Knowing the effect of regret aversion on decision making. (3). Knowing the effect of mental accounting on decision making. This study uses a survey method by distributing questionnaires to 120 students who are active in the Investment Gallery in 6 Private Universities in Makassar. The analytical tool used is SPSS.23 multiple regression. The result (1 ). Loss aversion affects the investment decision making (2). Regret Aversion has no effect on investment decision making (3).Mental Accounting effect against investment decisions. The limitation of this paper is that this study only uses one factor, namely the prospect factor. In these factors only take loss aversion, regret aversion, and mental accounting, for further research is expected to be able to involve four factors in behavioral finance (heuristic factors, prospect factors, herding factors, and market factors) not just prospect factors.