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Mutual funds in Indonesia face rapid growth in terms of total asset under management (AUM), the number of products and the number of investors. The growth is supported by digital innovation which made people got easy access to information and also did mutual fund transaction by using internet. Besides that appearance of market place which offer mutual fund products make people get convenience in term of time and cost. This study aims to determine what factor that influence intention on investing in mutual fund product, by using approach from theory of planned behavior. Theory of planned behavior can be used to predict and understand factors that determine certain behavior. The theory identified that attitude, subjective norms and perceived control behavior will collectively lead to forming behavioral intention. In this study, variable that used consist of attitude, subjective norm, perceived control behavior and another variable that added to measure investment intention is level of financial literacy. The analysis technique in this study is multiple linear regression. The sampling method is using non probability sampling which involves Indonesian mutual fund investors. The result of this study indicate that in general, variable attitude had positive effect and strongest predictor on intention on invest in mutual funds product.