Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Ekonomi Islam
Zahida Zahro
Universitas Islam Negeri Raden Mas Said Surakarta
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH MODEL AIDA PADA KONTEN YOUTUBE BERAMAL BERSAMA TERHADAP KEPUTUSAN BERDONASI Zahida Zahro; Betty Eliya Rokhmah
Jurnal Ilmiah Ekonomi Islam Vol. 12 No. 4 (2026): Jurnal Ilmiah Ekonomi Islam
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v12i4.20450

Abstract

This study aims to analyze the influence of the AIDA model (Attention, Interest, Desire, Action) on the decision to donate through the “Beramal Bersama” YouTube channel, using a quantitative approach with 100 respondents selected through a purposive sampling process based on Lemeshow’s formula. Data were collected via a 1–5 Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics. The results of the partial tests indicate that attention (sig. = 0.007), interest (sig.=0.006), and action (sig.=0.000) have a significant effect on the decision to donate, while desire does not have a significant effect (sig.=0.931). Simultaneously, all four variables had a significant effect, contributing 68.2% of the variance, with action being the most dominant variable (β = 0.500). These findings confirm that the AIDA model is not only relevant in the context of commercial marketing communication but is also applicable to video-based digital fundraising.
Co-Authors Betty Eliya Rokhmah