Peran Omnichannel Integration Dan Digital Value Dalam Membangun Brand Trust Baznas Jawa Timur: Perspektif Persepsi Psikologis Dan Religiosity Muzakki

Faisol, Muhammad (2025) Peran Omnichannel Integration Dan Digital Value Dalam Membangun Brand Trust Baznas Jawa Timur: Perspektif Persepsi Psikologis Dan Religiosity Muzakki. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Realisasi zakat di indonesia masih sangat rendah, dengan hanya mencapai 12,51% dari total potensi zakat yang diperkirakan mencapai Rp 327,6 trilliun/tahun. Meskipun BAZNAS Jawa Timur menunjukkan kinerja yang lebih baik dengan tingkat realisasi mencapai 80% dari potensi daerah yang mencapai Rp 54,7 milliar, masih terdapat kesenjangan 20% yang mencerminkan tantangan besar dalam meningkatkan trust masyarakat terhadap zakat digital. Salah satu faktor yang mempengaruhi rendahnya realisasi zakat adalah masih terbatasnya tingkat brand trust terhadap lembaga zakat seperti BAZNAS. Rendahnya brand trust ini mendorong penelitian ini untuk menganalisis pengaruh omnichannel integration dan digital value terhadap brand trust, dengan mengkaji peran customer engagement serta peran moderasi privacy concern dan religiosity. Studi ini penting untuk meningkatkan partisipasi muzakki dalam zakat digital, yang akan berdampak pada efisiensi dan transparansi pengelolaan zakat, serta memperkuat sistem zakat digital di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan purposive sampling terhadap 145 muzakki aktif di 38 BAZNAS Kabupaten dan Kota di Provinsi Jawa Timur. Data dikumpulkan via kuesioner online dan dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa omnichannel integration dan digital value secara positif dan signifikan memengaruhi customer engagement. Omnichannel integration juga secara signifikan memengaruhi digital value. Selanjutnya, customer engagement terbukti secara positif dan signifikan memengaruhi brand trust. Temuan menarik menunjukkan bahwa privacy concern secara signifikan memoderasi hubungan customer engagement terhadap brand trust secara negatif, mengindikasikan bahwa privacy concern dapat melemahkan efek positif keterlibatan. Namun, religiosity tidak ditemukan memoderasi hubungan customer engagement terhadap brand trust, sebuah hasil yang tidak terduga, meskipun religiosity sendiri memiliki pengaruh positif dan signifikan langsung terhadap brand trust. Hasil ini diharapkan memberikan pemahaman mendalam tentang faktor-faktor yang memengaruhi brand trust dalam zakat digital dan rekomendasi untuk memperkuat engagement muzakki serta kebijakan keamanan data.
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Zakat realization in Indonesia remains very low, reaching only 12.51% of the total potential zakat, estimated at Rp 327.6 trillion/ year. Although BAZNAS East Java shows better performance with a realization rate of 80% of the regional potential, amounting to Rp 54.7 billion, there is still a 20% gap, reflecting a significant challenge in increasing public trust in digital zakat. One of the factors contributing to the low zakat realization is the limited level of brand trust in zakat institutions like BAZNAS. This low brand trust motivates this research to analyze the influence of omnichannel integration and digital value on brand trust, by examining the role of customer engagement and the moderating roles of privacy concern and religiosity. This study is important because by increasing brand trust, muzakki participation in digital zakat can be enhanced, which will impact the efficiency and transparency of zakat management, and strengthen the digital zakat system in Indonesia. This research employs a quantitative approach using purposive sampling with 145 active muzakki in 38 BAZNAS Regencies and Cities in East Java Province. Data were collected via online questionnaires and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The research results indicate that omnichannel integration and digital value positively and significantly influence customer engagement. Omnichannel integration also significantly influences digital value. Furthermore, customer engagement is proven to positively and significantly influence brand trust. An interesting finding shows that privacy concern significantly moderates the relationship between customer engagement and brand trust negatively, indicating that privacy concerns can weaken the positive effect of engagement. However, religiosity was not found to moderate the relationship between customer engagement and brand trust, an unexpected result, although religiosity itself has a direct positive and significant influence on brand trust. These findings are expected to provide an in-depth understanding of the factors influencing brand trust in digital zakat and offer recommendations to strengthen muzakki engagement and data security policies.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	omnichannel integration, digital value, brand trust, persepsi psikologis, religiosity, BAZNAS Jawa Timur.omnichannel integration, digital value, brand trust, psychological perception, religiosity, BAZNAS East Java
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Muhammad Faisol
Date Deposited:	05 Aug 2025 03:38
Last Modified:	05 Aug 2025 03:38
URI:	http://repository.its.ac.id/id/eprint/127263

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