Technological developments trigger developments in the business and investment sectors. A new lifestyle has emerged among millennial Muslims: investing online. In Indonesia, the growth of investors is considered relatively good, but compared to other countries, the enthusiasm of the Indonesian people in investing is still relatively low. The low enthusiasm of the community can be used as a reason for the lack of knowledge and education regarding investment in the capital market. This study examines how endorsement, motivation, and investment knowledge influence millennial Muslims’ intentions to invest online. This research is a type of quantitative research using the method of Structural equation Modeling (SEM). Data were collected from 239 respondents and processed using SPSS 25 and AMOS 24. The results of this study indicate that endorsement, motivation, and investment knowledge affect the online investment intentions of millennial Muslims. This study shows that motivation is the dominant variable in encouraging online investment. The more people around who motivate someone to invest online, the greater the interest in choosing to invest online.
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