Impact of Influencer Credibility and Ease of Use on Kitabisa Donations
Keywords:
Influencer Credibility, Perceived Ease of Use, Donation DecisionAbstract
Abstract. The social crowdfunding in Indonesia is experiencing rapid growth, influenced by the numerous campaigns on social media and the ease of making digital donations. Therefore, this study aims to analyze the influence of Influencer Credibility and Perceived Ease of Use on Donation Decisions on the Kitabisa platform, both partially and simultaneously. This research employs a quantitative approach using descriptive and verificative methods. Data were collected through the distribution of questionnaires to 118 respondents who had previously donated through the Kitabisa platform, using a purposive sampling technique, and were then analyzed using multiple linear regression. The results show that Influencer Credibility, Perceived Ease of Use, and Donation Decision are all categorized as very good. The hypothesis testing results indicate that Influencer Credibility and Perceived Ease of Use each have a positive and significant effect on Donation Decision, and simultaneously contribute 53.3%. These findings suggest that enhancing influencer credibility and platform ease of use can encourage the public to donate through crowdfunding platforms, while also providing insights for platform managers and campaign organizers to design more effective strategies to increase public participation in digital donation activities.
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