PENGARUH CITRA MEREK DAN KEPERCAYAAN TERHADAP KEPUTUSAN BERDONASI SECARA ONLINE PADA CROWDFUNDING PLATFORM KITABISA.COM
Abstract
The growing number of new crowdfunding platforms and online fundraising scams made it necessary for companies need to think about strategies to make people interested and decide to donate. This study aims to determine the effect of brand image and trust on decisions to donate online using Kitabisa.com crowdfunding platform. The method used in this study was quantitative research with descriptive causal research type. In this study, the technique used in sampling was nonprobability sampling with purposive sampling. The sample in this study were 100 respondents with the criteria of active social media users and had donated using Kitabisa.com crowdfunding platform at least once. The data analysis techniques used in this study were descriptive analysis and multiple linear regression analysis.
The results of the research based on descriptive analysis showed that the brand image was very good showing that the users’ perception of the Kitabisa.com brand was very good, trust was in a good category showing that Kitabisa.com was trusted by its users, and the decision to donate was in a good category showing that Kitabisa.com was chosen by the users over other brands. The results of partial test indicated that Kitabisa.com's brand image had a significant effect on the users’ decision to donate and users’ trust had a significant effect on the decision to donate using Kitabisa.com. The simultaneous test results revealed that brand image and trust together had a significant effect on the decision to donate online on the Kitabisa.com crowdfunding platform with an effect of 61.8% and the remaining 38.2% was influenced by other variables not examined in this study.
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