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In a global economic situation full of uncertainty, gold is one of the most popular investment instruments because it is considered stable and has a high intrinsic value. PT Antam Tbk UBPP Precious Metals is one of the precious metal providers trusted by the public. However, purchasing decisions are not only influenced by product quality, but also by price and customer trust factors. This study aims to determine the effect of price and customer trust on purchasing decisions for precious metals at PT Antam Tbk UBPP Precious Metals. This study uses quantitative statistical methods with data collection techniques through questionnaires to 110 respondents selected using purposive sampling techniques, namely respondents who have purchased gold at PT Antam Tbk directly or online. Data analysis was carried out by validity test, reliability test, classical assumption test, multiple linear regression test, hypothesis testing and coefficient of determination test using SPSS version 25. This research was conducted from April-June 2025. The results showed that the price partially had a positive and significant effect on purchasing decisions (3,728>1,982). customer trust also partially had a positive and significant effect on purchasing decisions (6,591>1,982) and price and customer trust simultaneously had a positive and significant effect on the decision to purchase precious metals at PT Antam Tbk UBPP Precious Metals (69,693>3,08).

The profitability ratio is used as a benchmark in determining stock returns, because the profitability ratio is a ratio that measures how efficiently a company uses its assets and manages its operations. The higher the profit generated, the higher the stock return that investors will get. Included in this ratio are ROE (Return on Equity) and NPM (Net Profit Margin). The design of this research is a Literature Review or literature review. ROE is often referred to as profitability of own capital. This amount is obtained by dividing net profit after tax by total capital. A high ROE number shows the industry's ability to generate profits for shareholders. On the other hand, a high level of profitability will cause less external funds to be used. Companies with high profitability will have large internal funds. An increase in ROE increases the company's sales value, which has an impact on share prices. These two factors have a positive influence on stock returns, which means companies with high ROE and net profit margin tend to have higher stock returns. Therefore, investors can consider ROE and net profit margin as indicators of company performance that can influence stock returns when choosing investments.