Opinion by Ridznanur Astaman dan Hendy Mustiko Aji
(Departemen Manajemen, Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia, Yogyakarta.)
RADARSULBAR–Crowdfunding platform is designed to fund social projects through donations by collecting from individuals via an internet-based platform. One of the popular crowdfunding platforms for donations in Indonesia is Kitabisa.com. This is a platform established to raise online funds and donations. Kitabisa.com has been positively received by the community because the concept is in accordance with the culture in Indonesia, which ae collective and communal, like to work together and also have a high sense of humanity.
Responding to phenomena of COVID-19 pandemic, Kitabisa.com focuses on communication strategies through the use of social media by uploading content containing storytelling and video formats. Kitabisa.com has a campaign which each of the campaign is presented in its own page and it allows fundraisers to advertise their campaign using various media such as the campaign’s background story, images and videos related to the campaign that are often seen on social media like Facebook, Instagram and TikTok.
Then, can this storytelling encorage Indonesian people to donate in Kitabisa.com platform?
It is necessary to investigate the significant factor that encourage Indonesian popularity to donate on Kitabisa.com by re-examining the relationship between empathy and perceived credibility to Indonesian’s people donation intention. There are five main variables that were investigated, namely platform quality, storytelling, empathy, perceived credibility and donation intention. (Lihat Terjemahan)
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