Abstract
This study investigates the determinants influencing Indonesian consumers’ intention to invest in gold installments, examining the intricate dynamics shaped by economic recovery and post-COVID-19 behavioral shifts. Grounded in Kotler and Armstrong’s Model of Buyer Behavior, the research employs Structural Equation Modeling Partial Least Square (SEM-PLS) to test hypotheses derived from an extensive survey. Key findings reveal that price, promotion, and return significantly impact consumer attitudes, subsequently influencing the intention to invest in gold installments. However, security, risk, and ease of mechanism did not emerge as significant determinants. The study’s robust framework is statistically validated through R-squared values, indicating its explanatory power. While contributing valuable insights, the research acknowledges limitations such as a focused demographic and cross-sectional design, suggesting avenues for future research to diversify samples and adopt longitudinal approaches. Qualitative methods and exploration of cultural and regional variations within Indonesia are recommended for a more nuanced understanding. This study provides strategic insights for stakeholders in the gold investment market, emphasizing the need for considerations in pricing, promotion, and perceived returns to align with evolving consumer attitudes.
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