Keamanan Tradisional atau Kenyamanan Digital? Analisis Kepercayaan Generasi Z terhadap Investasi Emas Fisik dan Emas Digital

Abstract

The rapid development of financial technology has transformed investment behavior, particularly through the emergence of digital gold investment platforms. Although digital gold offers convenience, flexibility, and accessibility, many investors still prefer physical gold because it is perceived as more secure and tangible. This study aims to analyze Generation Z's trust in physical and digital gold investments and examine how investment type influences investment decisions through trust. A quantitative approach was employed using a survey of Generation Z respondents who were familiar with or had experience investing in gold. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that the type of gold investment significantly influences investment decisions, both directly and indirectly through trust. Trust also has a significant positive effect on investment decisions, indicating that higher trust encourages stronger investment intentions among Generation Z. These findings suggest that digital gold providers should strengthen transparency, security, and service quality to enhance investor trust while maintaining the advantages of accessibility and convenience offered by digital investment platforms.