The Influence Of Brand Image On Online Donation Loyalty On The SharingHappiness.org Platform
Keywords:
Brand Image, Loyalty, Crowdfunding, Online Donation.Abstract
Philanthropic organizations are social service institutions whose funding comes from donors. Fundraising is not only done conventionally, but also through online fundraising (crowdfunding). In the midst of many similar organizations in Indonesia, it is important for the SharingHappiness.org platform to build a positive brand image to increase donor trust and loyalty.
The method used is quantitative with a descriptive approach, data processing is done using SPSS version 29 through descriptive analysis, validity test, reliability, simple linear regression, and t test.
The results showed that brand image has a positive and significant effect on donor loyalty. This is evidenced by the R Square value of 0.533 or 53.3%, a significance value of 0.001 < 0.05, and a calculated t value of 10.570 > t table 1.984. It can be concluded that the stronger the SharingHappiness.org brand image in the minds of the public, the higher the loyalty of donors to make repeated donations on the platform
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