How Campaign Drive Donation Behavior and E-WOM: SOBC Conceptual Framework

Christita Faudrya (Universitas Airlangga)
Gatum Ananta Putra (Universitas Airlangga)
Moch. Dendhy Putra Andhrezha Pratama (Universitas Airlangga)
Sri Hartini (Universitas Airlangga)

JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Vol 11 No 2 (2026): Jurnal Nusantara Aplikasi Manajemen Bisnis

Research Aim: This study analyzes the factors influencing donation activities on the Kitabisa.com platform. Design/Methods/Approach: This study collected data from 120 respondents, distributed via Google Forms, and analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Research Finding: All hypotheses are supported, indicating that the initiator's reputation, campaign popularity, and credibility significantly influence donor behavior on Kitabisa.com, underscoring the importance of credibility for crowdfunding success. Theoretical Contribution/Originality: This study utilizes the SOBC theory to analyze factors affecting crowdfunding donation behavior, highlighting the importance of credibility and campaign popularity. Practitioner/Policy Implication: This study analyzes crowdfunding donation behavior with SOBC theory, highlighting the importance of credibility and popularity. Research Limitation: This study is limited to Kitabisa.com samples, non-probability questionnaires, and subjective e-WOM measurements, suggesting further research.