Public Awareness of Gold Investment Rises, THR Becomes Capital for Future Assets

Instead of focusing solely on consumer spending, the public is now tending to utilise Eid al-Fitr bonuses (THR) to strengthen future assets through gold investments. Pegadaian’s internal data indicates a trend of much higher growth compared to the previous year. Entering the end of March 2026, the total gramme volume of Gold Savings purchases grew extraordinarily by 137.76 per cent, with a total of more than 5.5 tonnes. This increase is driven by the rising public awareness of gold as a hedging instrument (safe haven). Gold prices remaining strong amid global economic uncertainties have prompted the public to secure their wealth value. “This year’s phenomenon shows a positive shift in habits. The public is no longer just spending THR on seasonal needs but is instead adding to their gold holdings as a long-term investment strategy,” said the Head of the Bullion Business Division, Kadek Eva Suputra. Pegadaian offers various gold-based products and services that attract public attention. The presence of Pegadaian Gold Savings provides options for gold transactions at very affordable values starting from Rp10,000, plus digital access convenience through Tring! which further enhances the advantages of Pegadaian Gold Savings. “This shift in customer behaviour seeking high flexibility is also reflected in the massive use of the Tring! by Pegadaian application. Through Tring!, the public can transact in gold anytime and anywhere, even in the midst of mudik and Eid preparations,” added Kadek. In addition to purchases, Pegadaian also records high utilisation of gold liquidity through pawn products. Many customers choose not to sell their gold even though they need fresh funds for Eid needs. As a solution, the public utilises the Interest-Free Pawn programme valid until the end of April 2026. This programme allows customers to obtain loans with 0 per cent capital rental costs, so long-accumulated gold assets remain owned, yet liquidity needs are still met. Several factors suspected to influence gold prices this Eid include the gold price trend encouraging the public to buy gold in hopes of asset value protection in the future, increasing financial literacy in society providing understanding that Eid can be a momentum to set aside THR as investment funds, and the ease of access to modern investments, for example with Tring! by Pegadaian making the gold investment and pawn process simpler and more flexible. With this achievement, Pegadaian is optimistic that the culture of gold investment will continue to be a pillar of stability for Indonesian family economies post-Eid.