DETERMINANTS OF THE INTENTION TO PARTICIPATE IN WAQF: ALTRUISM, TRUST, AND RELIGIOSITY
Unduhan
Studi ini bertujuan untuk mencari tahu perilaku kelompok masyarakat untuk berpartisipasi dalam wakaf. salah satu motif yang harus ditangkap oleh pemasar wakaf adalah perilaku altruistik dalam wakaf. Altruisme didefinisikan sebagai perasaan ingin mensejahterakan orang lain sehingga terkadang kepentingan pribadi tidak selalu penting. Perasaan orang yang selalu ingin membantu orang lain ini harus dilihat dan dikonversi menjadi salah satu marketing tools dikemudian hari. Religiusitas diusulkan sebagai moderasi sifat altruistic seseorang dalam berpartisipasi dalam wakaf. Studi ini menggunakan Partial Least Square – Structural Equation Model (PLS-SEM) model, dengan total 61 pewakaf aktif di Indonesia. Temuan utama mengungkapkan bahwa altruisme secara signifikan mempengaruhi kepercayaan, meskipun tidak mempengaruhi niat berpartisipasi dalam wakaf. Hasil signifikan lainnya mengungkapkan bahwa religiusitas Islam memoderasi pengaruh altruisme terhadap intensi untuk berpartisipasi dalam wakaf jika pelanggan (wakif) telah merasa percaya. Dalam hal ini, seseorang dengan tingkat religiusitas yang lebih tinggi memiliki intensi yang lebih besar untuk berpartisipasi dalam wakaf dibandingkan dengan yang religiusitasnya lebih rendah. Kontribusi signifikan dari penelitian ini adalah teori yang berkembang tentang hubungan antara sikap altruistik, kepercayaan, dan intention to participate on waqf. Studi ini juga menawarkan rekomendasi kepada praktisi dalam membuat strategi pemasaran (segmentation-targeting-positioning) yang menggunakan customer journey pada program yang terlihat altruistik dan religius. Program marketing tersebut disusun dalam rangka mencari ketertarikan calon wakif baru sekaligus membuktikan kredibilitas sehingga akan mendapatkan kepercayaan dan pada akhirnya akan meningkatkan intensi seseorang untuk berpartisipasi dalam wakaf.
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