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All Journal Profit: Jurnal Manajemen, Bisnis dan Akuntansi Hasina: Jurnal Akuntansi dan Bisnis Syariah
Rahmah Mumtahanatul Insirah
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis Of Viral Marketing, Social Media Engagement and Religiosity On Online Crowdfunding Platforms Hamidah Tussifah; Rahmah Mumtahanatul Insirah
Profit: Jurnal Manajemen, Bisnis dan Akuntansi Vol. 4 No. 1 (2025): Profit : Jurnal Manajemen, Bisnis dan Akuntansi
Publisher : UNIVERSITAS MARITIM AMNI SEMARANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/profit.v4i1.2980

Abstract

Crowdfunding has emerged as an innovative fundraising solution, leveraging digital technology and social media to connect donors with beneficiaries. This study investigates the influence of religiosity, social media engagement, and viral marketing on millennials’ online donation decisions in Jakarta. Religiosity, reflecting spiritual values that motivate donations, emerged as the dominant factor, encouraging contributions as acts of worship and moral responsibility. Social media engagement enhances participation through active interactions like sharing and commenting, while viral marketing supports trust-building with engaging and informative content. Using a quantitative approach, data were collected via an online Likert-scale questionnaire from 196 purposively sampled respondents and analyzed using SPSS version 25. Results show all three factors significantly influence donation decisions. This study highlights the importance of integrating spiritual values into online campaigns and utilizing creative communication strategies to foster donor trust and engagement, emphasizing the synergy between technology and social values for sustainable online donation platforms.
Analysis Of Viral Marketing, Social Media Engagement, And Religiosity Donation Decision On Online Crowdfunding Platforms Hamidahtus Syifa; Rahmah Mumtahanatul Insirah
Jurnal Akuntansi dan Bisnis Syariah Vol 2 No 1 (2025): Edisi 2
Publisher : Fakultas Ekonomi dan Bisnis Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35897/hasina.v2i1.1751

Abstract

Penelitian ini bertujuan menganalisis keputusan berdonasi menggunakan crowdfunding terhadap viral marketing, social media engagement dan religiusitas yang telah menjadi solusi inovatif dalam penggalangan dana berbasis teknologi yang menghubungkan para donatur khususnya generasi millennial Jakarta dengan penerima manfaat. Jenis penelitian ini survei kuantitatif dengan teknik pengumpulan data menggunakan kuesioner (google form). Teknik pengambilan sampel menggunakan non-probability sampling (purposive sampling) dengan 196 responden. Hasil penelitian ini menunjukan bahwa kehadiran platform crowdunding amal online di kalangan generasi milenial Jakarta memiliki dampak positif dimana para donatur mudah dalam menyalurkan donasi melalui platform crowdfunding amal online dengan fitur platform yang mudah di akses. Perkembangannya didukung oleh peran kesadaran sosial, terutama di kalangan generasi milenial yang aktif secara digital dan social. Penelitian ini menegaskan pentingnya strategi komunikasi yang kreatif dan kampanye media sosial yang relevan untuk menarik donatur, serta pendekatan berbasis nilai agama untuk membangun hubungan emosional dan spiritual. Kolaborasi antara teknologi dan nilai-nilai sosial adalah kunci keberhasilan kampanye donasi online
Co-Authors Hamidah Tussifah Hamidahtus Syifa