Pengaruh Electronic Word of Mouth di Media Sosial terhadap Donor Engagement, Niat Berdonasi, dan Keputusan Berdonasi dalam Sistem Pemasaran Donasi Digital

Abstract

Perilaku donasi masyarakat Muslim perkotaan mengalami pergeseran signifikan seiring berkembangnya filantropi digital berbasis Islam di Indonesia. Media sosial berperan sebagai saluran utama yang memengaruhi proses psikologis donatur melalui electronic word of mouth (eWOM), terutama yang memiliki kredibilitas dan kegunaan tinggi. Relevansi fenomena ini semakin menguat di tengah tingginya adopsi teknologi oleh generasi muda dan kebutuhan akan distribusi donasi yang transparan, cepat, dan berbasis empati. Penelitian ini menganalisis pengaruh kredibilitas dan kegunaan eWOM terhadap adopsi informasi, serta dampaknya terhadap keterlibatan donor, niat, dan keputusan berdonasi. Tipologi motivasi yang melatarbelakangi perilaku donasi digital juga turut dieksplorasi. Survei dilakukan pada bulan Februari hingga Juli 2025 terhadap 230 responden Muslim di Jabodetabek yang aktif berdonasi melalui platform digital dan terpapar eWOM di media sosial. Pendekatan kuantitatif digunakan melalui analisis deskriptif dan pemodelan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS), dengan evaluasi outer model (validitas dan reliabilitas) dan inner model (uji hipotesis). Hasil menunjukkan seluruh hipotesis terdukung secara signifikan. Kredibilitas eWOM menjadi faktor paling dominan dalam mendorong adopsi informasi, yang kemudian meningkatkan donor engagement, niat berdonasi, dan keputusan berdonasi aktual. Keterlibatan donor memperkuat niat, sementara niat menjadi prediktor utama keputusan donasi. Temuan deskriptif menunjukkan donasi kemanusiaan paling dominan, didorong empati terhadap isu sosial, khususnya di kalangan perempuan Muslim muda usia 20–24 tahun. Donasi crowdfunding lahir dari keterlibatan emosional melalui kampanye media sosial, sedangkan donasi keagamaan dilakukan lebih rutin namun dengan intensitas lebih rendah. Instagram menjadi referensi utama, sementara Kitabisa.com menjadi platform yang paling sering digunakan. Implikasi penelitian menekankan pentingnya strategi digital berbasis konten yang kredibel, emosional, serta mudah diakses melalui fitur mikro-donasi dan desain antarmuka yang sederhana. Pendekatan ini perlu dioptimalkan terutama dalam kampanye kemanusiaan dan crowdfunding yang menyasar segmen perempuan Muslim muda. Kontribusi orisinal studi ini terletak pada integrasi pemodelan SEM-PLS dengan eksplorasi tipologi motivasi donasi digital, yang memberikan pemahaman komprehensif tentang perilaku berdonasi masyarakat Muslim urban di era digital.

Urban Muslim donation behavior in Indonesia underwent a significant shift alongside the rise of dig ital Islamic philanthropy. Social media played a central role in influencing donor psychology through electronic word of mouth (eWOM), particularly when the content was perceived as credible and useful. This phenomenon became increasingly relevant amid high technology adoption among younger generations and growing demands for donation systems that are transparent, fast, and empathy-driven. This study analyzed the influence of eWOM credibility and usefulness on information adoption and examined their impact on donor engagement, donation intention, and actual donation decisions. It also explored the motivational typologies underlying various forms of digital donation behavior. The survey was conducted from February to July 2025, involving 230 Muslim respondents in Greater Jakarta (Jabodetabek) who actively donated through digital platforms and were exposed to electronic word of mouth (eWOM) on social media. A quantitative approach was employed, utilizing descriptive analysis and Structural Equation Modeling based on Partial Least Squares (SEM-PLS), including evaluations of the outer model (validity and reliability) and the inner model (hypothesis testing). The results showed that all hypotheses were significantly supported. eWOM credibility emerged as the most dominant factor influencing information adoption, which subsequently enhanced donor engagement, donation intention, and actual donation behavior. Donor engagement strengthened intention, while intention strongly predicted donation decisions. Descriptive findings revealed that humanitarian donations were the most common, driven by empathy toward social issues, particularly among young Muslim women aged 20–24. Crowdfunding donations emerged from emotional engagement through social media campaigns, while religious donations tended to be more routine but with lower intensity. Instagram served as the primary source of donation information, and Kitabisa.com was the most frequently used platform. The findings underscored the importance of digital strategies that prioritized credible and emotionally resonant content, supported by micro-donation features and user-friendly design. This approach was especially relevant in humanitarian and crowdfunding campaigns targeting young Muslim female donors. The study contributed original insights by integrating SEM-PLS modeling with motivational typology analysis, offering a comprehensive understanding of urban Muslim donation behavior in the digital age.