Hubungan social influence dengan minat beli emas digital

., Yohan (2026) Hubungan social influence dengan minat beli emas digital. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study was conducted to determine the relationship between social influence and interest in purchasing digital gold. The background of this study is the development of digital technology that has led to the emergence of digital gold as an investment alternative, but it still raises doubts among consumers because it does not have a physical form, so purchasing interest is influenced by social factors. This study uses a quantitative approach. The sample in this study consisted of 167 respondents selected using incidental sampling techniques. The research instrument used a Likert scale consisting of a social influence scale and a purchase interest scale. Data collection was carried out by distributing questionnaires using Google Forms. The data were analyzed using product moment analysis for hypothesis testing. The results of the hypothesis testing show that social influence has a significant relationship with the interest in purchasing digital gold with a significance value of 0.000. Based on the results of the hypothesis testing, it can be concluded that all hypotheses in this study are accepted.

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