<![CDATA[Investment instruments are currently quite diverse, one of which involves investing in real assets through gold. Although interest in gold investment is growing among Generation Z, their actual level of participation remains suboptimal. Therefore, this study aims to analyze the factors influencing Generation Z's decisions to invest in gold, specifically examining the impact of income, investment knowledge, and risk perception. A quantitative approach using a survey method was employed. The study population consists of individuals from Generation Z in Bekasi Regency. A probability sampling method specifically simple random sampling was used to select 157 respondents, as determined by the Slovin formula. Data were collected via a Likert-scale questionnaire and analyzed using Partial Least Squares (PLS). The results indicate that income does not influence the decision to invest in gold, whereas financial literacy and risk perception do. This research is expected to provide insights for financial institutions and policymakers to help strengthen financial literacy and encourage the public to increase their willingness to invest.]]>
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