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All Journal MediaTor: Jurnal Komunikasi Jurnal Kajian Komunikasi ProTVF Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Altasia : Jurnal Pariwisata Indonesia Ekspresi dan Persepsi : Jurnal Ilmu Komunikasi ARIMA : Jurnal Sosial Dan Humaniora INJECT Interdisciplinary Journal of Communication Jurnal Ilmu Komunikasi dan Bisnis
Asep Suryana
Fakultas Ilmu Komunikasi Universitas Padjadjaran
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Persuasive Communication in Digital Philanthropy: Bridging the Zakat Intention-Behavior Gap on Instagram Agustin Santriana Wijayant; Asep Suryana; Hadi Suprapto Arifin
INJECT (Interdisciplinary Journal of Communication) Vol. 11 No. 2 (2026)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v11i2.6877

Abstract

This research investigates how Islamic philanthropic institutions employ digital persuasive communication strategies on Instagram to bridge the critical intention-behavior gap following public trust deficits. By integrating persuasive message design with an extended Theory of Planned Behavior (TPB), this study examines the impact of institutional trust-building, visual social proof (social norms), and instructional clarity (perceived ease of transaction) in predicting digital zakat behavior. An explanatory quantitative survey was conducted among 385 active Instagram followers of Rumah Zakat Indonesia, with data analyzed using the PLS-SEM algorithm. The findings reveal that visual social proof, manifested as a digital bandwagon effect, is the most dominant persuasive predictor of the audience's zakat intention. Crucially, trust-building messages lack a significant direct effect on actual behavior, requiring the audience's intention as a full mediator. Furthermore, clear instructional communication regarding digital transaction functions as a 'moral nudge' that directly facilitates spontaneous giving. To optimize digital philanthropy, persuasive communication campaigns must move beyond generic transparency claims and prioritize influencer-driven social proof combined with frictionless digital call-to-actions.
Co-Authors Agnes Monica Marpaung Agus Setiaman Agustin Santriana Wijayant Anter Venus Centurion Chandratama Priyatna Dadang Rahmat Hidayat Dadang Sugiana Dandi Supriadi Deddy Mulyana Dewi Triana Dwini Hanika Reftari Fitria Ayuningtyas Gema Nusantara Bakry Hadi Suprapto Arifin Herlina Agustin Ira Mirawati Jenny Ratna Suminar Jimi Narotama Mahameruaji Kurnia Standi Mathilda Ratih Andamsuri Mien Hidayat Siti Karlinah Sri Dewi Setiawati Susanne Dida Tine Silvana Rachmawati Yuliani Dewi Risanti Yustikasari