SKRIPSI MBS

Pengaruh Content Marketing, Brand Trust, dan Persepsi Kemudahan Donasi terhadap Niat Donasi Digital Fundraising via Whatsapp Blast pada Anggota KSPPS BMT Amanah Ummah

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ABSTRACT

The aim of this study is to examine the impact of Content Marketing, Brand Trust,
and Perceived Ease of Donation on the Intention to Donate through Digital
Fundraising via WhatsApp among members of KSPPS BMT Amanah Ummah. The
research employs a quantitative approach with a survey research method.
The population of this study consists of members of KSPPS BMT Amanah Ummah
who have received donation requests. The sample size of 150 respondents was
selected using purposive sampling technique. Data was collected through a
questionnaire using Likert scale measurements. The data were analyzed using
descriptive analysis, research instrument test, classic assumption test, model fitness
test, multiple regression analysis, and t-test using SPSS for Windows version 21.
The results show that Content Marketing has a positive and significant effect on the
intention to donate through digital fundraising. Brand Trust has a positive but
insignificant effect on the intention to donate through digital fundraising.
Meanwhile, Perceived Ease of Donation has a positive and significant impact on
the intention to donate through digital fundraising.
Keywords: Content Marketing, Brand Trust, Perceived Ease of Use, Donation
Intentions.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 HEN p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 99 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Hendy Riyan Pamungkas

Versi lain/terkait

Lampiran Berkas

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