PENGARUH SOCIAL MARKETING TERHADAP KEPUTUSAN BERDONASI  MELALUI KITABISA.COM

Fajery Fajery; M. Riza Firdaus

PENGARUH SOCIAL MARKETING TERHADAP KEPUTUSAN BERDONASI MELALUI KITABISA.COM

Fajery Fajery, M. Riza Firdaus

Abstract

The social movements of today began to vary in shape, ranging from unstructured to a more structured organizational form of social enterprise. Social companies in Indonesia each year have an increasing number. Among them such as Greeneration, Gojek Indonesia, Ruangguru and one of his siblings sounded like Kitabisa.com. Kitabisa.com is an online crowdfunding platform. Kitabisa.com implement social marketing as a marketing strategy. Research uses quantitative methods that include the type of research explanatory research. The sampling technique used is purposive sampling. The population of this research is all donors who have donated through Kitabisa.com. The total sample used is at least 5 times the indicator, since the indicator used is 17 then it takes 85 samples. The results of the test show product variables, places and promotions of significant impact of 3,227, 4.54, and 4,827. Whereas the price the does not significantly affect the purchase decision at Kitabisa.com with a magnitude of 0411.

Keywords: Product, Price, Place, Promotion, Social Marketing, Purchase Decision

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