<![CDATA[Purpose: This study examines the effects of trust and usability on gold investment decisions among Pegadaian Digital application users in Jambi Province, positioning both variables as direct antecedents within an extended Technology Acceptance Model framework. Design/Methodology/Approach: A quantitative explanatory design was employed using primary data from 150 purposively sampled respondents in Jambi Province who had used the Pegadaian Digital application for gold investment. Data were analyzed using multiple linear regression with IBM SPSS Statistics, preceded by validity, reliability, and classical assumption testing. Findings: Trust and usability each have a positive and significant effect on gold investment decisions, both partially and simultaneously, with trust showing a comparatively stronger influence. Together, the two variables explain 62.1% of the variance in investment decisions. These findings suggest that trust and usability are relevant factors associated with gold investment decisions among Pegadaian Digital users within the study context. Research Implications: The findings provide support for extending the Technology Acceptance Model by incorporating trust into the context of digital gold investment. The relatively stronger influence of trust suggests that institutional and relational considerations may be particularly important alongside application usability in shaping investment decisions within the observed setting. Pegadaian may consider strengthening institutional trust while continuing to improve application usability. Future research should examine other regions and incorporate additional variables, such as financial literacy and perceived risk, to provide a broader understanding of digital gold investment decisions.]]>
