PENGARUH SOCIAL MARKETING TERHADAP KEPUTUSAN BERDONASI MELALUI KITABISA.COM

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