Indonesian Public Sentiment Towards Gold Investment in 2025: A Social Media Study with Brand24

Abstract

This research aims to analyze the sentiment of the Indonesian public towards gold investment in 2025 through a social media approach using the Brand24 monitoring tool. Gold was chosen as the object of study because it is considered a stable investment instrument and highly sought after amid economic uncertainty. The method used is descriptive qualitative with a netnographic approach, which allows for the collection of digital data from various social media platforms such as TikTok, YouTube, and Twitter. Data is classified based on the keyword "gold investment" and analyzed according to sentiment categories (positive, negative, neutral), mention frequency, and information reach. The research results show that the majority of public sentiment is positive, reflecting public confidence in gold as a safe and profitable asset. YouTube is recorded as the platform with the highest influence in shaping public opinion, followed by TikTok and Twitter. The pattern of mentions and information reach also shows fluctuations in public attention that depend on specific issues and momentum. These findings underscore the importance of monitoring social media in understanding the dynamics of digital financial behavior and providing an accurate picture for industry players and policymakers.