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Bitcoin is the first and one of the most popular cryptocurrencies in the world. The value of Bitcoin can go up thousands of percent, but it can also go down hundreds of percent. This condition makes Bitcoin often considered as an instrument for investment. As a new investment (discovered in 2009) and prices began to surge in 2017, it is interesting to study investment behavior in the bitcoin instrument. This research uses the theory of planned behavior by Ajzen, processed with SEM and Smart PLS 3.0 applications. The number of respondents is 100 people. The result shows that attitude is the only variable that influences the intention to buy bitcoin. And the intention to buy bitcoin affects the investment behavior of Bitcoin. Subjective norms and perceived behavioral control do not affect the intention to buy bitcoin. perceived behavioral control also does not affect bitcoin investment behavior directly.