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Hubungan Antara Strategi Konten Desain Kreatif, Pemilihan Caption dan Hashtag Terhadap Minat Berdonasi di BAZNAS Kalimantan Timur

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Instagram has emerged as a vital platform for non-profit organizations, including the National Zakat Agency (BAZNAS) of East Kalimantan, facilitating communication and fundraising efforts for Zakat, Infaq, and Sedekah (ZIS). However, there is limited understanding of the specific factors influencing audience donation interest on this platform. This study aims to analyze the relationship between content strategy, creative design, caption selection, hashtag usage, and the donation interest among followers of the BAZNAS East Kalimantan Instagram account (@baznaskaltim). Employing a quantitative approach with a survey method, data were collected via questionnaires from 116 respondents. These respondents were active followers who had interacted (liked or commented) within the past 90 days, selected through purposive sampling. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings indicate that content strategy, creative design, caption selection, and hashtag usage significantly positively influence donation interest. Creative design was identified as the factor with the strongest influence. In conclusion, digital communication elements on Instagram play a crucial role in enhancing donation interest. Optimizing these elements, particularly visual aspects, is recommended to improve the effectiveness of BAZNAS

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Detail Information

Series Title

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Call Number

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Publisher

Bogor : Jurnal : Kajian Economi & Bisnis Islam., 2025

Collation

1380 - 1396

Language

Indonesia

ISBN/ISSN

NIM.2110101001

Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

Vol 6 No 7 (2025)

Subject(s)

Instagram
Content Strategy
Creative Design
Caption
Hashtag
Donation Interest

Specific Detail Info

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Statement of Responsibility

Ahmad Fahrurozy ; Aminah Nuriyah

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