Ndapamerang, Kristian Indika (2020) Analisis Faktor Yang Memengaruhi Intensi Donasi Online Masyarakat Pada Charitable Crowdfunding Dengan Metode Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Perkembangkan internet yang cukup pesat memberikan peluang tumbuhnya berbagai situs web donasi yang mana berperan sebagai salah satu aplikasi layanan donasi online berbasis crowdfunding. Aplikasi layanan donasi online berbasis crowdfunding ini merupakan salah satu teknologi yang cukup menjanjinkan, di mana layanan terkait dapat memberikan kemudahan bagi inisiator program sosial dalam melakukan penghimpunan dana dalam jumlah besar secara efektif dan efisien, serta mempermudah donator potensial dalam memberikan donasinya.
Permasalahan: Permasalahan yang diangkat saat ini yaitu tingkat adopsi layanan donasi online berbasis crowdfunding di Indonesia yang tergolong masih rendah. Berkaca dari permasalahan ini, maka perlu diketahui faktor pendorong yang memengaruhi intensi penggunaan layanan donasi online berbasis crowdfunding, yang dalam hal ini berkaitan dengan pemberian donasi secara online melalui layanan tersebut. Hal ini dilakukan sebagai upaya dalam meningkatkan pengadopsian layanan donasi online berbasis crowdfunding, terkhususnya charitable crowdfunding di Indonesia.
Tujuan: Penelitian ini bertujuan untuk menganalisis hubungan struktural atas pengaruh variabel penelitian terhadap intensi pemberian donasi online menggunakan platform layanan donasi berbasis charitable crowdfunding di Indonesia. Analisis hubungan struktural terkait didasarkan pada model penelitian yang dibuat oleh Lili Liu, Ayoung Suh, dan Christian Wagner. Melalui penelitian ini, diharapkan mampu memberikan rekomendasi dalam pengembangan aplikasi layanan donasi online berbasis charitable crowdfunding di Indonesia.
Metode: Metode yang digunakan adalah analisis kuantitatif terhadap model penelitian Lili Liu, Ayoung Suh, dan Christian Wagner dengan menggunakan Structural Equation Modelling. Model penelitian terkait dikembangkan guna menguji pengaruh Technological Characteristics dan Project Characteristics terhadap Empathy dan Perceived Credibility donatur dalam melakukan donasi online pada charitable crowdfunding. Variabel dalam model penelitian terkait dikelompokkan berdasarkan framework S-O-R. Proses pengumpulan data dilakukan melalui survei secara daring dengan jumlah target minimal responden sebanyak 200 orang berdasarkan pendekatan maximum likelihood.
Hasil: Hasil dalam penelitian ini adalah analisis aspek atau faktor yang memengaruhi intensi pengguna dalam memberikan donasi online menggunakan layanan donasi berbasis charitable crowdfunding. Dalam hal ini ditemukan bahwa Empati dan Persepsi Kredibilitas Pengguna memberikan pengaruh yang signifikan terdahap peningkatan Intensi Pemberian Donasi. Adapun aspek Kenyamanan Bertransaksi serta Kualitas Informasi Proyek memberikan pengaruh yang signifikan terhadap peningkatan Empati pengguna. Hasil penelitian juga menunjukkan bahwa Kualitas Informasi Proyek atau Kampanye Penggalangan Dana juga memberikan pengaruh yang signifikan terhadap peningkatan Persepsi Kredibilitas Layanan yang dirasakan oleh donatur potensial terkait.
Manfaat: Penelitian ini bermanfaat untuk membantu mengindentifikasi aspek yang memengaruhi intesi donasi secara online pada charitable crowdfunding di Indonesia sekaligus memberikan saran rekomendasi berkaitan dengan pengembangan layanan berdasarkan kajian literatur yang dilakukan.
Kata Kunci: Intensi Donasi Online, Charitable Crowdfunding, Framework S-O-R, Structural Equation Modeling, Kitabisa.com
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Context: The rapid development of the internet provides opportunities for the growth of various donation websites which act as one of the crowdfunding-based online donation service applications. The application of crowdfunding-based online donation services is one of the technologies that is quite promising, where related services can make it easy for social program initiators to raise large amounts of funds effectively and efficiently, as well as facilitate potential donors in making donations.
Problem: The problem raised at this time is the level of adoption of crowdfunding-based online donation services in Indonesia which is still relatively low. Reflecting on this issue, it is necessary to know the driving factors that influence the intention to use crowdfunding-based online donation services, which in this case relates to online donations through these services. This is done as an effort to increase the adoption of crowdfunding-based online donation services, especially charitable crowdfunding in Indonesia.
Objective: This study aims to analyze the structural relationship of the influence of research variables on the intention of online donations using online donation services provided by a charitable crowdfunding-based donation platform in Indonesia. The analysis of related structural relationships is based on the research model created by Lili Liu, Ayoung Suh, and Christian Wagner. Through this research, it is hoped to be able to provide recommendations in developing online charitable crowdfunding-based online donation service applications in Indonesia.
Method: The method used in this Final Project research is a quantitative analysis of the research model developed by Lili Liu, Ayoung Suh, and Christian Wagner using Structural Equation Modeling. A related research model was developed to test the effect of Technological Characteristics and Project Characteristics on Empathy and Perceived Credibility of Donors in making online donations to charitable crowdfunding. Variables in the related research model are grouped according to the S-O-R framework. The data collection process was carried out through online surveys with a minimum target number of respondents of 200 people based on the maximum likelihood approach.
Result: The results in this study are the analysis of aspects or factors that influence user intentions in making online donations using charitable crowdfunding-based donation services. In this case it was found that Empathy and User Credibility Perceptions had a significant influence in the form of increased donation intentions. The aspects of Transaction Convenience and Project Information Quality have a significant influence on increasing user Empathy. The results also showed that the Quality of Project Information or Fundraising Campaigns also had a significant influence on the improvement in perceived service credibility perceived by potential related donors.
Benefit: This research is useful to help identify factors that influence online donation in charitable crowdfunding in Indonesia as well as provide recommendations related to service development based on the literature review conducted.
Keywords: Intention to Donate Online, Charitable Crowdfunding, S-O-R Framework, Structural Equation Modeling, Kitabisa.com
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Intention to Donate Online, Charitable Crowdfunding, S-O-R Framework, Structural Equation Modeling, Kitabisa.com, Intensi Donasi Online, Charitable Crowdfunding, Framework S-O-R, Structural Equation Modeling, Kitabisa.com |
| Subjects: | T Technology > T Technology (General) T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Kristian Indika Ndapamerang |
| Date Deposited: | 07 Aug 2020 05:49 |
| Last Modified: | 26 May 2023 06:39 |
| URI: | http://repository.its.ac.id/id/eprint/77168 |
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