One of the unique optical properties of gold nanoparticles is the enhanced absorption and scattering light around metal nanoparticles commonly called the Localized Surface Plasmon Resonance (LSPR) effect of gold nanoparticles. This property is determined by the shape and size of gold nanoparticles. In this work, we observed the role of three materials used in synthesis process on the morphology and the LSPR effect of gold nanoparticles. The gold nanoparticles were directly grown on indium tin oxide (ITO) coated glass substrates using the seed mediated growth method with three different concentrations of trisodium citrate (Na3C6H5O7), C16TAB and ascorbic acid (C6H8O6). Based on the FESEM image and optical absorption spectrum of gold nanoparticles, it was found that the higher concentration of those materials has decreased the size of gold nananoparticles and shifted the LSPR peaks to lower wavelength.