Part of it is scarcity; it's not a particularly common metal.
Part of it is because of its plasticity (it can be formed and shaped easily).
Part of it is because of the beauty of the metal; it's very eye-catching.
Part of it is that it holds intrinsic value in the minds of many people. The idea that it is worth something, which makes it actually worth something.
There are many other factors as well, but these would be the significant features of gold that give it value greater than that of other metals.
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