Pengaruh Electronic Word of Mouth (E-WoM) dan Trustworthiness terhadap Prevalensi Pembayaran Sedekah Online di Kalangan Generasi Z

Rika Lisnawati, Nurfala Safitri, Nurul Hasanah

Abstract


Perkembangan teknologi mendorong munculnya platform-platform digital yang memfasilitasi donasi online khususnya dalam pembayaran sedekah. Terdapat fenomena dimana generasi muda menunjukkan kecenderungan yang lebih rendah untuk berdonasi dibandingkan dengan generasi yang lebih tua. Adanya digital online diharapkan dapat meningkatkan intensitas generasi muda khususnya Generasi Z (Gen Z) yang sudah melek teknologi untuk melakukan sedekah online. Untuk itu, penelitian ini bertujuan menganalisis pengaruh Electronic Word of Mouth (e-WoM) dan trustworthiness (kepercayaan) terhadap prevalensi Generasi Z dalam menggunakan platform sedekah online, sehingga dapat memberikan kontribusi teoretis dan praktis dalam pengembangan strategi filantropi digital yang lebih efektif dan terpercaya. Metode analisis data menggunakan model regresi linier berganda dengan fokus penelitian pada Generasi Z. Hasil penelitian menunjukkan bahwa e-WoM dan trustworthiness memiliki pengaruh positif dan signifikan terhadap prevalensi pembayaran sedekah secara online di kalangan Gen Z. Hal ini mengindikasikan bahwa e-WoM dan trustworthness terhadap platform donasi digital memainkan peran yang signifikan dalam mendorong perilaku pembayaran sedekah.

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