<![CDATA[Investing in gold is a popular investment option because it offers returns while preserving asset value over the long term. This study aims to analyze the influence of profit and asset value on the public’s interest in investing in gold among customers of Gerai Dinar Pekalongan. The study employs a quantitative approach with an associative design. The study population consisted of 252 customers of Gerai Dinar Pekalongan, with a sample of 100 respondents selected using purposive sampling. Data were collected through a questionnaire using a Likert scale and analyzed using multiple linear regression with SPSS version 24. The results indicate that the aspects of profit and asset value each have a positive and significant effect on public interest in investing in gold. Simultaneously, both variables also have a positive and significant effect on the public’s interest in investing in gold, with an Adjusted R-Square value of 0.883, indicating that the aspects of profit and asset value account for 88.3% of the variation in the public’s interest in investing in gold. Thus, the aspects of profit and asset value are important factors influencing the public’s interest in investing in gold. This study makes a theoretical contribution by enriching the literature on the determinants of public interest in investing in gold through empirical evidence of the influence of profit and asset value in the context of Sharia-based gold investment institutions. Practically, the results of this study provide insights for Gerai Dinar Pekalongan and other Sharia-based gold investment institutions in formulating education, marketing, and service development strategies aimed at increasing public interest in investing in gold.]]>
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