Strategic Design to Improve Product and Service Performance on Gold Digital Platform Based on User Perspective

X Company is one of gold digital trading companies in Indonesia or people called it Gold Digital Platform. According to the last semester’s historical data at X Company, it shows that there is a problem that needs to be handled strategically because there is a gap between expectations on the company’s growth and the reality in terms of active users and assets under management which are not reach the market standards in general. Therefore, the strategic team needs further analysis and research related to the factors that have a major influence on users in using the Gold Digital Platform. The factors adopting UTAUT (Unified Theory of Acceptance and Use of Technology) factors so from these factors, statistical analysis and hypothesis testing will be carried out using the SEM (Structural Equation Model) method to see which factors that have a positive influence on use intention of Gold Digital Platform. The obtained output from SEM analysis will be used as an input to generate the strategic idea. All of the strategic action items will be sorted based on a priority scale as per ISA (Importance Satisfaction Analysis)’s approaching result to improve the main objective of this study.