<![CDATA[In 2024, Indonesia had more than 220 million social media users, about 80% of population, supported by strong digital infrastructure including 5G/4G/LTE coverage in Surabaya’s 153 urban villages. This condition drives Gen-Z behavioral change in accessing information and investment decision-making. Gold is a popular investment instrument due to its stability and safety, attracting Gen-Z as a tech-savvy generation using social media for information and transactions. This study analyzes the influence of social media and Gen-Z intention on gold installment investment decisions at Pegadaian Syariah Blauran using a quantitative survey method. Data were analyzed using multiple linear regression with SPSS. Results show social media and Gen-Z intention each have positive significant effects, both simultaneously influencing gold installment investment decisions. Findings indicate effective social media use and strong investment intention improve Sharia financial product investment decisions among Gen-Z and support future financial planning, suggesting Pegadaian Syariah should strengthen digital marketing and investment education strategies particularly to optimize Gen-Z engagement and enhance sustainable Islamic investment literacy in the digital economy era in Indonesia through targeted communication and continuous financial education programs implementation support.]]>
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