The Influence of Social Media in Brand Awareness, Word of Mouth, Intention and Donation Decisionat Rumah Zakat
Abstract: This study was
conducted for examining the influence of social media in brand awareness, word
of mouth, and intention to donate and decision making to give donation at Rumah
Zakat, Indonesia. Social media as an exogenous variable. Endogenous variables
consist of brand awareness, word of mouth (WOM), willingness to donate, and
decision to give donation. This study uses primary data that was collected from
156 respondents which active on social media. The analysis method applies the
estimation model of Structural Equation Modeling (SEM) that operated by
SmartPLS program version 2.0. The result revealed that social media has
significant influence to the word of mouth and brand awareness of Rumah Zakat.
Brand awareness of Rumah Zakat significantly gives effect in marketing of word
of mouth and willingness to donate. The establishment of word of mouth’s
marketing significantly effect to willingness to donate. Willingness to donate
significantly influences the decision of giving donation. Meanwhile, social
media indirectly influence in willingness to donate to Rumah Zakat.
Keywords: social media, brand
awareness, decision in donation, rumah zakat
Penulis: Dedi Mulyono,
Muhammad Syamsun, Mukhamad Najib
Kode Jurnal: jpmanajemendd161159
