PENGARUH PROMOSI DIGITAL TERHADAP PARTISIPASI MUZAKKI PADA ZAKAT, INFAK, SEDEKAH (ZIS) DI BAZNAS KABUPATEN BANDUNG BARAT
DOI:
https://doi.org/10.61612/jpn.v6i1.181Keywords:
Digital Promotion, Muzakki Participation, BAZNASAbstract
Digital promotion is an internet-based marketing activity that can disseminate information quickly and widely and is considered effective in encouraging public participation, including in the collection of zakat, infaq, and alms (ZIS). Nevertheless, the participation of muzakki in paying ZIS through digital channels at BAZNAS of West Bandung Regency remains relatively low, as indicated by the gap between the target and the realisation of collections. This study aims to determine the effect of digital promotion on muzakki participation in ZIS payments at BAZNAS of West Bandung Regency using a descriptive quantitative approach through a survey method. Data were collected through questionnaires distributed to 80 respondents selected using incidental sampling from a population of 367 muzakki who had made digital ZIS payments in 2024 and were analysed using simple linear regression with the assistance of SPSS 27.0. The results showed that digital promotion (X) affected muzakki participation (Y), with a coefficient of determination (R²) of 0.446, indicating that 44.6% of muzakki participation was influenced by digital promotion, while the remaining 55.4% was influenced by other factors outside this study. The t-test also showed a calculated t-value of 7.919 > t-table value of 1.664 and a significance value of 0.000 < 0.05. Therefore, it can be concluded that digital promotion has a positive and significant effect on muzakki participation in paying ZIS at BAZNAS of West Bandung Regency.
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