The Influence of Digital Marketing Strategies Through Social Media in Increasing Donor Trust in LAZISMU Denpasar City
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8175Keywords:
Digital marketing, Social media, Donor trust, LAZISMU, ZakatAbstract
This study is aimed at examining the influence of digital marketing strategies through social media on donor trust in LAZISMU Denpasar City. The study used an explanatory quantitative approach through a survey of 178 donors. The data was analyzed using multiple linear regression to test the influence of digital marketing and social media strategies on donor trust. The findings indicate that digital marketing strategies have a significant positive effect on donor trust (B = 0.384; t = 5.027; p < 0.001), as well as social media (B = 0.619; t = 7.930; p < 0.001) with a more dominant influence. Simultaneously, the two variables had a significant effect (F = 227.108; p < 0.001) with the ability to explain 64.8% variation in donor confidence (R² = 0.648). The level of donor confidence is generally in the high category (mean = 46.70). The implication is that Instagram optimization as the main communication channel and the integration of various digital platforms to strengthen transparency and institutional accountability.
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