Determinant Model of Decision to Use the Online Donation Platform: Technology Acceptance Model and Theory of Planned Behavior Approach

Abstract

ABSTRAK Strategi penghimpunan shadaqah di era modern harus menyesuaikan dengan kemajuan teknologi dan preferensi generasi milenial. Kitabisa.com merupakan platform donasi berbasis online yang terus mengalami pertumbuhan pengumpulan donasi dan banyak digunakan masyarakat muslim milenial. Tujuan dari penelitian ini adalah untuk menganalisis faktor-faktor yang mempengaruhi keputusan penggunaan platform kitabisa.com melalui pendekatan Technology Acceptance Model (TAM) dan Theory of Planned Behavior (TPB). Penelitian ini menggunakan teknik sampling purposive sampling. Proses pengkolektifan data dilakukan melalui pengisian kuesioner oleh 270 responden, dimana responden merupakan masyarakat muslim milenial yang pernah menggunakan platform kitabisa.com. Penelitian ini dianalisis dengan menggunakan Structural Equation Modelling (SEM) melalui aplikasi SmartPLS versi 3.0. Hasil analisis memperlihatkan bahwa variabel yang diadopsi dari TPB yaitu Perceived Behavioral Control (PBC), variabel sikap dan norma subjektif berpengaruh secara positif serta signifikan terhadap minat penggunaan platform kitabisa.com. Variabel yang diadopsi dari TAM yaitu Perceived ease of use memiliki pengaruh positif dan signifikan, sedangkan Perceived usefulness tidak berpengaruh terhadap minat penggunaan platform kitabisa.com. Kemudian, minat menggunakan platform kitabisa.com memiliki pengaruh positif serta signifikan terhadap keputusan penggunaan platform kitabisa.com. Implikasi dari penelitian ini adalah agar lembaga penghimpun sedekah online memiliki evaluasi atau penilaian untuk memperbaiki dan mengembangkan platform sedekah berbasis online bagi masyarakat muslim milenial maupun masyarakat secara umum yang akan melakukan sedekah secara online. Kata Kunci: Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), Minat Penggunaan, Keputusan Penggunaan. ABSTRACT The strategy of collecting shadaqah (almsgiving) must be aligned with technological developments and millennial societies. Kitabisa.com is an online shadaqah platform that continues to grow in collecting shadaqahs and is widely used by the millennial Muslim society. The purpose of this research was to analyze the factors that influence the use behavior of kitabisa.com with the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) approaches. The sampling technique in this study was taken using purposive sampling. The data collection process was carried out through filling out questionnaires by 270 respondents, of which the respondents were millennial who had used the Kitabisa.com platform. The analytical technique used is Structural Equation Modeling (SEM) using the SmartPLS version 3.0 application. The results of the analysis show that the variables adopted from TPB, namely Perceived Behavioral Control (PBC), attitudes towards use and subjective norms have a positive and significant influence on intention to use the kitabisa.com platform. While the variables adopted from TAM, Perceived ease of use has a positive and significant effect, while Perceived usefulness has no influence on intention to use the kitabisa.com platform. Then, intention to use the kitabisa.com platform has a positive and significant impact on the use behavior the kitabisa.com platform. The implication of this research is that online shadaqah collecting institutions have an evaluation or assessment to improve and develop an online-based shadaqah platform for millennial Muslim communities and the general public who will do shadaqah online. Keywords: Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), Intention to Use, Behavior of use. REFERENCES Abdullah, P. M. (2015). 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Intention to Pay Infaq and Alms Through Crowdfunding Platform

“…The research results show that perceived v usefulness influences intention through attitude, but perceived usefulness does not influence intention through attitude. Likewise, research by Sufyan & Mas'ud (2022) showed that perceived usefulness does not have a significant effect on intention. Susanti & Gunanto (2022) also researched the factors influencing intention to recommend halal cosmetic products and documented that trust had no significant effect on intention.…”

“…The fact that Indonesia has a majority Muslim population provides optimism regarding the enormous potential for collecting Infaq and sadaqah (Sufyan & Mas'ud, 2022). Around 50%, or 133 million Indonesians, are internet users, and 49%, or around 130 million people, are active social media users .…”