THE EFFECT OF TRUST, BRAND AWARNESS, SOCIAL PIETY IN DONATION DECISIONS THROUGH THE DIGITAL PLATFORM IN LOMBOK ISLAND Dahlia Bonang (a)* (b), Muh.Baihaqi (b)
a)Doctoral Program on Islamic Economics Science, Airlangga University
*dahlia_db[at]uinmataram.ac.id
b)Faculty of Islamic Economics and Business, Universitas Islam Negeri Mataram
Abstract
This study aimed to identify the influence of trust, brand awareness, social piety in the decision to donate using the fintech platform. This research concept was developed to examine the relationship between the four constructs. Moreover, purposive sampling technique included around 250 community respondents spread across Lombok island. Thus, this quantitative research with a case study approach gathered and analyzed data through SEM (Structural Equitional Modeling) technique. The findings showed positive and significant influence between trust on the decision to donate through the fintech platform, significant relationship between brand awareness and social piety and the decision to donate through the fintech platform. Meanwhile, brand awareness of social piety, and trust on social piety do not impact each component. Hence, this research implied that digital platforms are fundraising institutions that are active in carrying out humanitarian missions by collecting funds from the public through the fintech platform so that they always prioritize the principle of openness in managing public funds. Transparency can increase public trust so that they will spontaneously always use the platform whenever they want to channel funds.
Keywords: Trust, Brand Awareness, Social Piety, Donation Decision, Fintech Platform
