Pengaruh Social Distance dan Brand Familiarity terhadap Perceived Credibility, Trust dan Niat Berdonasi dimoderasi oleh Intrinsic Religiosity
DOI:
https://doi.org/10.47747/snfmi.v2i1.2342Abstract
This study aims to answer why someone is willing to donate their money from a marketing perspective by placing two independent variables, namely social distance and brand familiarity, as antecedents of the formation of perceived credibility, trust, and intention to donate to potential donors toward a charity project. A total of 120 student respondents participated in this study. The experimental design with a factorial design of 2 social distance (near vs far) x2 brand familiarity (familiar vs unfamiliar). The study results indicate that social distance and brand familiarity have a crucial role in forming perceived credibility, trust, and donation intention of potential donors. Interesting findings related to the interaction of the two main variables (social distance and brand familiarity) were also successfully identified. This study did not find enough evidence that intrinsic religiosity plays a role in moderating the relationship between perceived credibility and trust in the intention to donate to potential donors. Both social distance and brand familiarity are equally crucial in forming potential donors' perceptions and behavior. The study's findings have practical implications for charity managers, who can use this information to design more effective donation advertisements and increase the success of their fundraising projects.
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