<![CDATA[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.]]>
Copyrights © 2026
