Pengaruh Transaparansi, Empati Dan Social Influence Terhadap Minat Donasi Generasi Z Pada Platform Crowfunding Kitabisa

Fadila Saputri

doi:10.29040/jiei.v12i5.20646

Authors

Fadila Saputri Universitas Negeri Surabaya, Indonesia

DOI:

https://doi.org/10.29040/jiei.v12i5.20646

Keywords:

Donation, Empathy, Intention, Social Influence, Transparency

Abstract

This study aims to analyse the influence of transparency, empathy, and social influence on Generation Z's donation intention through the Kitabisa crowdfunding platform. The study employed a quantitative approach with an associative research design. Primary data were collected through the distribution of questionnaires. The data were analysed using multiple linear regression with IBM SPSS Statistics. The results indicate that transparency, empathy, and social influence have a positive and significant effect on Generation Z's donation intention, both partially and simultaneously. These findings suggest that improving transparency in fund management, strengthening empathy toward others, and fostering positive social support and influence can enhance Generation Z's intention to donate through the Kitabisa crowdfunding platform.

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