Dimensi Irasional Mendominasi Rasionalitas dalam Financial Behavior

The purpose of the research is to compile a new concept financial behavior through field observation. method uses case studies with an interpretive paradigm understand social reality behavior. Data was obtained from participant observation unstructured interviews informants. analysis inductive approach, that is, data narrated, then analyzed and abstracted. findings production context on four individual business people, who are in position company leaders. results describe two dimensions behavior, psychological dimension dimension. consists thirteen indicator elements, consisting six positive statement items seven negative indicators. While broken down into indicators, five statements statements. conclusion decision-making by leaders not only based economic analysis, but every decision involves their entire condition. Even certain conditions, irrationality dominates aspect rationality decision-making.
 
 Keywords: Case Studies, Financial Behavior, Inductive, Participant Observation