<![CDATA[The aim of this study is analyze the influence between knowledge and social media on gold investment interest among Generation Z in Kolaka Regency while simultaneously testing the role of perceived benefit as a moderating variable. A quantitative approach was employed, and data were collected using questionnaires distributed to 170 respondents selected via purposive sampling. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling and Smart PLS 4 application as the tool. Results show a significant influence of knowledge on gold investment interest. Social media was also found to significantly influence gold investment interest. Furthermore, perceived benefit significantly affect gold investment interest. However, the relationship between knowledge and social media regarding interest in gold investment cannot be moderated by the perceived benefit. These findings suggest that enhancing investment knowledge, utilizing social media, and fostering positive perceptions of gold investment benefits can boost gold investment interest among Generation Z in Kolaka Regency. Meanwhile, perceived benefit neither strengthen nor weaken the influence of knowledge and social media on interest investing in gold.]]>
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