Pengaruh Kampanye Konser Musik dengan Tagar Dirumahaja terhadap Minat Berdonasi (Survei Kepada Followers di Akun Twitter @kitabisacom)

Abstract

Kitabisa.com is an institution that aims to do crowdfunding or online to make it easier for donors to channel funds digitally. This research has the influence of a music concert campaign with dirumahaja hashtags to the interest in donating. This study uses a positivistic paradigm with a quantitative approach and an explanative survey method. From the data obtained using a questionnaire, which is then analyzed using Pearson's Product Moment correlation analysis and simple linear regression analysis. The theory tested in this study are the Stimulus-Oragnism-Response (S-O-R) theory. Based on the hypothesis test obtained, it can be concluded that there is an influence between the music concert campaign with dirumahaja hashtags on the interest in donating by 32,7%.