文章基本信息

标题：EFFECT OF INSTAGRAM, INFLUENCERS CREDIBILITY AND MOTIVATION TOWARDS DONATING BEHAVIOR
本地全文：下载
作者：Imas Permatasari ; Zakaria Wahab ; Marlina Widiyanti 等
期刊名称：Econosains: Jurnal Online Ekonomi dan Pendidikan
印刷版ISSN：2252-8490
出版年度：2021
卷号：19
期号：1
页码：144-144
DOI：10.21009/econosains.0172.05
语种：English
出版社：Universitas Negeri Jakarta
摘要：The purposes of this study are to find empirical evidence by knowing: (1) The effect of Social Media Instagram towards Donating Behavior at Kitabisa platform, (2) The effect of Social Media Instagram towards Donating Behavior at Kitabisa platform with Influencer's Credibility as a moderating variable, and (3) The effect of Individual Motivation towards Donating Behavior at Kitabisa platform. It's causal research with 225 respondents using purposive sampling technique. The regression analysis program (Statistical Product and Service Solutions) is used to measure the relationship between variables. The results showed that there was a significant effect between Social Media Instagram and Individual Motivation towards Donating Behavior, and the addition of Influencer’s Credibility as moderating variable between Social Media Instagram and Donating Behavior showed an increased value, up to 3.8%.
关键词：Crowd Funding; Donating Behavior; Individual Motivation; Influencer’s Credibility; Instagram