Pengaruh Pesan Persuasif Pada Konten Instagram @kitabisacom Terhadap Niat Berdonasi Followers Untuk Palestina

Irsyad, Nadia Sajida and , Arif Surya Kusuma, S.I.Kom, MA (2025) Pengaruh Pesan Persuasif Pada Konten Instagram @kitabisacom Terhadap Niat Berdonasi Followers Untuk Palestina. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Kitabisa is a popular crowdfunding platform in Indonesia that utilizes Instagram to distribute social campaigns, including opening donations for humanitarian issues in Palestine. In the crowdfunding process via digital media, a persuasive communication strategy is essential by evaluating the effectiveness of persuasive messages within the content to achieve fundraising targets. The aim of this study is to examine the influence of persuasive messages in the Instagram content of @kitabisacom on followers’ intention to donate, using the S-O-R Theory (Stimulus-Organism-Response), which explains responses that arise as a result of certain stimuli. This study employs a quantitative explanatory method. The sample consists of 100 respondents, selected using purposive sampling technique from the population of @kitabisacom Instagram followers. Data were analyzed using simple linear regression analysis. The coefficient of determination (R²) in this study is 0.72, indicating that 72% of the donation intention is influenced by persuasive messages in Instagram content, with the main stimulus indicators being Argument Quality, Post Popularity, and Post Attractiveness, the remaining 28% is influenced by other factors.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Crowdfunding, Kitabisa, Instagram Content, Donation Intention, Persuasive Messages.
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User:	NADIA SAJIDA IRSYAD
Date Deposited:	06 Aug 2025 03:38
Last Modified:	06 Aug 2025 03:38
URI:	http://eprints.ums.ac.id/id/eprint/137106

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