T This study aims to analyze the partial and simultaneous effects of investment knowledge, perceived benefits, perceived risk, perceived inflation, and islamic financial literacy on the public’s interest in gold investment. the type of data used in this study is primary data, obtained through the distribution of questionnaires to respondents. based on the calculation results, the minimum required sample size was 96.04 respondents; however, to enhance the representativeness and accuracy of the findings, this study involved 300 respondents. the sampling technique employed was purposive sampling. the collected data were analyzed using the structural equation modeling (sem) approach based on partial least squares (pls) with the assistance of smartpls version 3 software. hypothesis testing was conducted through path analysis and bootstrapping procedures, with significance criteria based on a p-value < 0.05 and a t-statistic > 1.96. the results indicate that perceived benefits, perceived inflation, and islamic financial literacy have a positive and significant effect on interest in gold investment. in contrast, perceived risk has a negative and significant effect, while investment knowledge does not show a significant effect. simultaneously, all independent variables have a strong influence on interest in gold investment. these findings suggest that public interest in gold investment is more strongly shaped by perceptual factors, economic conditions, and an understanding of islamic values rather than by investment knowledge alone.