Intention in Investing Digital Gold Through E-Commerce Platforms

Gold can now be invested digitally through e-commerce platforms. However, Indonesian people generally invest in gold traditionally physical form. This study aims to identify the intentions and behavior of investors investing on platforms by proving effect Attitude, Subjective Norms, Perceived Behavioral Control, Usefulness, Ease Use variables Intention invest. The research uses quantitative methods with data collected online surveys. sample was selected using a purposive sampling method, 261 respondents contained. study’s results prove that Usefulness are significantly positively related Invest. is also demonstrated have significant positive relationship Attitude. On other hand, Norms not does demonstrate substantial reveals attitude, perceptions behavioral control, use value proven increase investor digitally. add knowledge investment, especially those carried out