Determinants of the Successful Digital Campaigns on Zakat: an Analysis Based on Islamic Marketing Perspective
DOI:
https://doi.org/10.24269/ekuilibrium.v18i1.2023.pp94-109Abstract
Zakat campaigns have taken place from time to time in various phases of muslim history. The zakat campaign has been said to be effective, but evidence in Indonesia shows that the zakat literacy of muslim communities is not yet high, they also tend to choose to distribute zakat directly, and there is a wide gap between the potential and reality of zakat collection. This study aims to examine the determinants that influence the success of a digital zakat campaign, consisting of content or messages in the zakat campaign, amil or zakat campaigners, campaign target digital literacy, social media as a campaign platform, and campaign methods. This research is a quantitative research, with respondents consisting of 100 muzakki (zakat donator) at LAZ Dompet Dhuafa Waspada North Sumatra, Indonesia. Data analysis techniques using descriptive statistics and SEM-PLS using SmartPLS 4.0 software. The results of the study show that content and social media have an effect but not significant on the success of the zakat digital campaign. Meanwhile, the amil factor and campaign method have a significant effect on the success of the zakat digital campaign. Meanwhile, digital literacy has a negative and insignificant effect on digital zakat campaigns. The results of this study indicate the importance of amil positioning in the success of the zakat campaign. This study proposes that zakat institutions cadre their own amil celebrities.
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References
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Latifah, L., Susilowati, N., Ardiansah, M. N., & ... (2022). Social Media Networking and Knowledge Sharing in Increasing Innovation and MSME’s Growth: Based on the Theory of Communication Visibility. Ekuilibrium: Jurnal Ilmiah Bidang Ilmu Ekonomi, 17(2). https://journal.umpo.ac.id/index.php/ekuilibrium/article/view/5329
Liu, Y., Chen, Y., & Fan, Z. P. (2021). Do social network crowds help fundraising campaigns? Effects of social influence on crowdfunding performance. Journal of Business Research. https://www.sciencedirect.com/science/article/pii/S0148296320305506
Mahmud, A. A. H. (2002). Fiqh Da’wah Ilaallah. Jakarta Timur: Studia Press.
Mulyono, D. (2016). Pengaruh media sosial terhadap keputusan memberikan donasi pada Rumah Zakat. repository.ipb.ac.id. https://repository.ipb.ac.id/handle/123456789/82803
Nasution, J. (2021). DISTRIBUTION AND EMPOWERMENT OF ZAKAT IN MAQASID SHARIA PERSPECTIVE (Case Study of Dompet Dhuafa Waspada). In At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam. scholar.archive.org. https://scholar.archive.org/work/oss7eonmsrei7atslvpkcowbyq/access/wayback/http://jurnal.iain-padangsidimpuan.ac.id/index.php/attijaroh/article/download/4365/pdf
Nasution, J. (2022). Strategi Digital Fundraising Zakat di Indonesia. Jurnal Edukasi (Ekonomi, Pendidikan Dan Akuntansi …. https://jurnal.unigal.ac.id/index.php/edukasi/article/view/8648
Owoyemi, M. Y. (2020). Zakat management: The crisis of confidence in zakat agencies and the legality of giving zakat directly to the poor. Journal of Islamic Accounting and Business Research, 11(2), 498–510. https://doi.org/10.1108/JIABR-07-2017-0097
Pietro, F. D., Spagnoletti, P., & Prencipe, A. (2019). Fundraising across digital divide: Evidences from charity crowdfunding. Organizing for Digital Innovation. https://doi.org/10.1007/978-3-319-90500-6_9
PUSKAS BAZNAS. (2020). Efektivitas Kampanye Zakat Terhadap Brand Lembaga dan Pengumpulan Zakat. Center of Strategic Studies, The National Board of Zakat Republic of Indonesia. https://puskasbaznas.com/publications/books/1235-efektivitas-kampanye-zakat-terhadap-brand-lembaga-dan-pengumpulan-zakat
PUSKAS BAZNAS. (2021). Indonesia Zakat Outlook 2021 Center of Strategic Studies the National Board of Zakat. Center of Strategic Studies, The National Board of Zakat Republic of Indonesia. www.baznas.go.id;
Quadrelli, B. (2017). Fundraising across digital divide: evidences from charity crowdfunding. tesi.luiss.it. http://tesi.luiss.it/19049/1/669351_QUADRELLI_BRUNO.pdf
Rashid, A. A., Idris, M. I., Zulkiflee, N. S., Yahaya, A. Y., & ... (2021). The correlation of social media activity and engagement of a health NGO with the outcome of fundraising efforts during the COVID-19 pandemic. Bangladesh Journal of …. https://www.banglajol.info/index.php/BJMS/article/view/55419
Rudianto, R., Misrofingah, M., Prayoga, D., & ... (2022). Understanding Management Marketing in Digitalization and Automation Times. Ekuilibrium: Jurnal Ilmiah Bidang Ilmu Ekonomi, 17(2). https://journal.umpo.ac.id/index.php/ekuilibrium/article/view/5145
Salido-Andres, N. (2022). When the winner takes it all: online campaign factors influencing the success of donation-based crowdfunding for charitable causes. International Review on Public and Nonprofit Marketing, 19(4), 763–780. https://doi.org/10.1007/s12208-021-00320-4
Salido-Andrés, N. (2019). Determinants of success of donation-based crowdfunding through digital platforms: The influence of offline factors. CIRIEC-Espana Revista de Economia Publica, Social y Cooperativa, 95, 119–141. https://doi.org/10.7203/CIRIEC-E.95.13001
Sargeant, A. & Jay. (2004): Fundraising Management: Analysis. In Planning and Practice, London, New York.
Sargeant, A. (2007). The relational determinants of nonprofit Web site fundraising effectiveness: An exploratory study. Nonprofit Management and Leadership, 18(2), 141–156. https://doi.org/10.1002/nml.178
Sargeant, Adrian, & Shattuck, S. (2017). Digital Fundraising. Fundraising Principles and Practice, 318–359. https://doi.org/10.1002/9781119228974.ch11
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Published
2023-03-11
How to Cite
Nasution, J. (2023). Determinants of the Successful Digital Campaigns on Zakat: an Analysis Based on Islamic Marketing Perspective. Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi, 18(1), 94–109. https://doi.org/10.24269/ekuilibrium.v18i1.2023.pp94-109
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