<![CDATA[ The collection of ZIS through GoPay has increased significantly when compared to the collection from previous years, which can be seen from the public interest in donating, especially ZIS, which remains high despite the economic crisis in Indonesia. This study aims to analyze the factors that influence the interest in paying ZIS using electronic money through GoPay. This study uses quantitative research methods with the research population, namely the Jabodetabek people who have paid ZIS through GoPay. The data collection method used primary data in the form of a questionnaire. The sampling technique used purposive sampling technique with the number of respondents as many as 100 people who were taken using the Lemeshow formula. The data obtained were then analyzed using descriptive statistical analysis, validity and reliability tests, classical assumption tests, multiple linear regression, and hypothesis testing. From the results of the study, it was found that there was a significant positive effect between the variables of brand awareness and religiosity partially on interest in paying ZIS using GoPay, but easiness had no effect. Simultaneously, the variables of easiness, brand awareness, and religiosity have a significant influence on the interest in paying ZIS using GoPay.Keywords: Brand Awareness, Easiness, and ReligiosityAbstrakPenghimpunan ZIS melalui GoPay mengalami peningkatan yang signifikan jika dibandingkan dengan penghimpunan dari tahun-tahun sebelumnya yang dapat dilihat dari minat masyarakat untuk berdonasi khususnya ZIS tetap tinggi meskipun krisis ekonomi terjadi di Indonesia. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi minat membayar ZIS menggunakan uang elektronik melalui GoPay. Penelitian ini menggunakan metode penelitian kuantitatif dengan populasi penelitian yaitu masyarakat Jabodetabek yang pernah membayar ZIS melalui GoPay. Metode pengumpulan data menggunakan data primer berupa kuesioner. Teknik pengambilan sampel menggunakan teknik purposive sampling dengan jumlah responden sebanyak 100 orang yang diambil menggunakan rumus lemeshow. Data yang diperoleh kemudian dianalisis menggunakan analisis regresi linear berganda. Dari hasil penelitian ditemukan terdapat pengaruh yang positif signifikan antara variabel kesadaran merek dan religiusitas secara parsial terhadap minat membayar ZIS menggunakan GoPay, namun kemudahan tidak berpengaruh. Secara simultan variabel kemudahan, kesadaran merek, dan religiusitas memiliki pengaruh yang signifikan terhadap minat membayar ZIS menggunakan GoPay. Kata Kunci: Kemudahan; Kesadaran Merek; Religiusitas]]>
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