Insirah, Rahmah Mumtahanatul (2025) ANALYSIS OF VIRAL MARKETING, SOCIAL MEDIA ENGAGEMENT, AND RELIGIOSITY IN INFLUENCING DONATION DECISIONS ON ONLINE CHARITY CROWDFUNDING PLATFORMS (A Study on Millennial Generation in Jakarta). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

Crowdfunding has become an innovative solution in digital technology-based fundraising, connecting individuals who wish to donate with beneficiaries. This development is driven by the role of social media in building social awareness, especially among millennials who have high digital engagement and active participation in social activities. However, the level of online donation participation is still influenced by several factors, such as the effectiveness of viral marketing, social media engagement, and individual religiosity. This study aims to analyze the influence of viral marketing, social media engagement, and religiosity on the decision to donate through an online charity crowdfunding platform for millennials in Jakarta. Viral marketing includes marketing strategies that spread content widely through digital networks, while social media engagement refers to the level of active participation of users on digital platforms. Religiosity reflects the spiritual values that motivate individuals to donate. The study used a quantitative approach with a survey method involving 196 respondents selected by purposive sampling. Data were collected through a Likert scale-based online questionnaire and analyzed using SPSS version 25. The results showed that the three independent variables; viral marketing, social media engagement, and religiosity have a significant positive influence on donation decisions among Jakarta millennials. Viral marketing is a dominant factor, with the attractiveness of content and the quality of relevant information able to build trust and move donors' emotions. Social media engagement plays an important role through active interaction on the platform, such as sharing, commenting, or liking campaign content. Religiosity contributes significantly through the practice of religious values, which encourages respondents to contribute to donations as a form of worship and moral responsibility. Respondents who have a strong level of spiritual beliefs tend to be more encouraged to contribute to charity-based donation campaigns, as they perceive donation as part of worship and a manifestation of moral responsibility. This factor exerts influence not only emotionally but also based on the tenets of their beliefs. This research confirms the importance of relevant communication strategies and creative social media campaigns in attracting donors, as well as the need for a religious value-based approach to strengthen emotional and spiritual connections with donors. This underscores the need for collaboration between technology and social values to support the sustainability of online donation campaigns. Keywords: Viral Marketing, Social Media Engagement, Religiosity, Crowdfunding, Donation.

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