<![CDATA[The growth of digital financial services has spurred the emergence of various investment alternatives, including digital gold savings, which are becoming increasingly accessible to Generation Z. This study aims to analyze the relationships between perceived financial value, hedonic value, and the fear of missing out (FOMO) regarding the intention of Generation Z to save in digital gold. A quantitative approach was employed, utilizing a survey method with 97 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with the aid of IBM SPSS. The results indicate that both perceived financial value and hedonic value have a positive and significant influence on the intention to save in digital gold. Meanwhile, while FOMO shows a positive relationship, its effect is not statistically significant. Collectively, the three variables significantly explain the intention to save in digital gold, with a coefficient of determination of 54.3%. These findings suggest that considerations of financial benefits and positive user experiences play a stronger role in explaining the intention to save in digital gold than FOMO does. The study offers implications for digital gold savings service providers to emphasize financial benefits and user experience when developing digital marketing strategies targeting Generation Z.]]>
Copyrights © 2026
