Pengaruh Inovasi Crowdfunding Terhadap Keputusan Berdonasi

Safira Hasna; Irwansyah

doi:10.31849/digitalzone.v10i2.2719

Safira Hasna Pascasarja FISIP Universitas Indonesia
Irwansyah Universitas Indonesia

DOI: https://doi.org/10.31849/digitalzone.v10i2.2719

Keywords: Crowdfunding, Donasi, Difusi Inovasi, Kitabisa

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui adanya pengaruh inovasi crowfunding terhadap keputusan berdonasi pada platform crowdfunding Kitabisa.com. Penelitian menggunakan teori difusi inovasi serta konsep-konsep mengenai crowdfunding, masalah sosial, dan donasi. Penelitian menggunakan paradigma positivis dan pendekatan kuantitatif, dengan melakukan survey kepada donatur Kitabisa.com. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan parameter proporsi P yaitu 96 orang yang pernah melakukan donasi di Kitabisa.com melalui kuesioner yang dibagikan secara online (googleform). Data yang didapat dianalisis menggunakan regresi linear untuk melihat seberapa besar pengaruh antar variabel. Hasil penelitian menunjukkan terdapat pengaruh inovasi crowdfunding terhadap keputusan berdonasi sebesar 18,2%. Inovasi teknologi membuat kemudahan dalam melakukan donasi, namun kampanye pesan juga perlu mendapatkan perhatian khusus untuk membangun kepercayaan sehingga membuat masyarakat melakukan kegiatan donasi.

Kata kunci: Crowdfunding, Donasi, Difusi Inovasi, Kitabisa

Abstract

The objective of this research is to know the influence of crowdfunding innovation on the decision to donate to crowdfunding platforms Kitabisa.com. These are logical frameworks in this research, such as diffusion of innovation theory, crowdfunding, social problems, and donations. This research used the paradigm of positivism and quantitative approach by conducting an online survey from the donor Kitabisa.com. The sample was selected using purposive sampling with parameter P proportions of 96 people who had made a donation at Kitabisa.com. The data were analysed using linear regression to see the influence between variables. The result of the research showed there was an impact of crowdfunding innovation on the decision to donate is 18.2%. Technological innovation makes it easy to make donations, but more attention has to be given to message campaign which is also essential to build trust so people can make donations.

Keywords: Crowdfunding, Donation, Diffusion innovation, Kitabisa

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