Influence of Digital Advertising on Donation Decisions: A Case Study at Masjid Nusantara Foundation
DOI:
https://doi.org/10.55927/ijsmr.v3i4.210Keywords:
Donation Intention, Marketing, Digital Ads, Marketing DigitalAbstract
The development of digital technology has changed the way non-profit organizations reach potential donors. This study aims to analyze the influence of digital advertising on people's donation decisions. The method used is quantitative with a survey approach to 135 respondents who have donated to the Nusantara Mosque Foundation. Data were analyzed using multiple linear regression to determine the influence of each independent variable on donation decisions. The results showed that the digital ads variable had a positive and significant effect on donation decisions. This finding shows the importance of social organizations to design more effective communication strategies in increasing donor participation in a sustainable manner
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