<![CDATA[This study investigates the factors influencing investment intention toward digital gold investment applications from the perspective of Prospect Theory. A quantitative approach was employed by distributing an online questionnaire to 200 respondents who had experience using digital gold investment applications. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The findings reveal that financial literacy positively and significantly influences perceived benefit and investment attitude. Perceived benefit also has a significant positive effect on investment attitude. Furthermore, investment attitude and trust significantly enhance investment intention toward digital gold investment applications. These findings suggest that improving financial literacy, strengthening customers’ perceived benefits, and fostering trust are essential for encouraging greater investment intention in digital gold investment platforms.]]>
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