<![CDATA[The migration of retail gold investment onto digital platforms has reshaped how young, digitally native consumers form expectations and judge their experiences, yet the relative weight of digital and interpersonal cues in driving their satisfaction remains poorly understood. This study examines the simultaneous and partial effects of digital marketing, brand image, and service quality on customer satisfaction with gold investment among Generation Z customers of Pegadaian Cabang Kisaran, Indonesia. A quantitative associative survey design was employed. Primary data were collected through a five-point Likert questionnaire administered to 96 Generation Z customers who had transacted in gold investment at the branch, selected by accidental sampling with the sample size determined using the Lemeshow formula for an unknown population. Data were analysed using multiple linear regression after validity, reliability, and classical-assumption testing. The three predictors jointly explained 61.6% of the variance in customer satisfaction, F(3, 92) = 49.13, p < .001. The partial pattern, however, was uneven: service quality exerted a strong, dominant, statistically significant positive effect (β = .609, p < .001) and digital marketing a smaller but significant positive effect (β = .220, p = .027), whereas brand image showed an essentially null, non-significant effect (β = −.005, p = .943). The findings indicate that, even for Generation Z, the quality of face-to-face service remains the decisive satisfaction driver, with digital marketing a meaningful secondary contributor and an already-trusted institutional brand adding no further differentiation. Theoretical and managerial implications for Pegadaian and digital gold-investment marketing are discussed.]]>
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