Citation:

Dipa Mulia. "Increasing Sales of Gold as an Investment Instrument" International Research Journal of Economics and Management Studies, Vol. 3, No. 8, pp. 44-48, 2024.

Abstract:

The main purpose of the research is to obtain information related to the purchase intention of gold from ANTAM (one of the gold mining companies in Indonesia). The alternative strategy to increase ANTAM’s gold sales is introducing gold as an investment instrument. This research is a quantitative research involving 120 respondents. The research model involves two independent variables, namely Perceived Product Quality and Perceived Investment Value, one mediating variable, namely Trust, and an independent variable, namely Purchase Intention. The direct influence of Perceived Investment Value on Purchase Intention is not significant but becomes significant after going through the mediating variable. Meanwhile, Perceived Product Quality influences directly or through mediating variables on Purchase Intention.

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Keywords:

Perceived Investment Value, Perceived Product Quality, Purchase Intention, Trust.