Intention in Investing Digital Gold Through E-Commerce Platforms

¹ Executive in Strategic Management Program, Management Department, BINUS Business School Master Program, Bina Nusantara University, Jakarta, Indonesia 11480
² Business Management Program, Management Department, BINUS Business School Master Program, Bina Nusantara University, Jakarta, Indonesia 11480
³ Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University, Jakarta, Indonesia 11480

^* Corresponding author: dtamara@binus.edu

Abstract

Gold can now be invested digitally through e-commerce platforms. However, Indonesian people generally invest in gold traditionally in physical form. This study aims to identify the intentions and behavior of investors in investing in gold on e-commerce platforms by proving the effect of Attitude, Subjective Norms, Perceived Behavioral Control, Perceived Usefulness, and Perceived Ease of Use variables on Intention to invest. The research uses quantitative methods with data collected through online surveys. The sample was selected using a purposive sampling method, with 261 respondents contained. The study’s results prove that Attitude, Perceived Behavioral Control, and Perceived Usefulness are significantly and positively related to the Intention to Invest. Perceived Usefulness is also demonstrated to have a significant and positive relationship with Attitude. On the other hand, Subjective Norms and Perceived Ease of Use are not significant to Intention to Invest. Perceived Ease of Use also does not demonstrate a substantial Attitude. This study reveals that variables of attitude, perceptions of behavioral control, and perceptions of use value are proven to increase investor intentions in investing in gold digitally. This research can also add to the knowledge in the study of gold investment, especially those carried out digitally through e-commerce platforms.