This study aims to analyze the role of price, knowledge, and risk perception in determining gold investment decisions at PT Pegadaian Palembang Branch. The background of this study stems from the increasing public interest in gold investment, which is not always accompanied by a comprehensive understanding of the factors that influence it. The study used a quantitative approach with a survey method of 96 active customer respondents, and multiple linear regression analysis as a data processing technique. The results show that partially, the variables of price, knowledge, and risk perception have a positive and significant influence on investment decisions. Simultaneously, these three variables also have a significant influence, contributing 83,2% to investment decisions, while the remainder is influenced by other factors outside the model. Risk perception was found to be the dominant variable in influencing investment decisions. These findings reinforce the importance of financial literacy, perceived security, and access to accurate price information in shaping public investment decisions. This study has implications for PT Pegadaian to improve price transparency, expand investment education, and strengthen the credibility of gold products as a safe and profitable investment instrument.