Abstract:

Religious based donations significantly contributed to national philanthropic funds collection of Indonesia in 2018. Indonesia was crowned as “the most generous country”, according to “CAF World Giving Index 2018”. Donations can be collected via online by utilizing social media. This study aims to analyze the factors influencing muslim donors’ intention to donate via social media, also the extrinsic factors influencing their attitude. This research adapts the Theory of Planned Behavior and extrinsic factors such as charity project, charity organization, internet technology features, and social network sites features. Quantitative study is conducted using Structural Equation Modelling (SEM) method. Primary data was collected from 234 Indonesian muslim citizens who have made donations through social media. Attitude, subjective norm, and perceived behavioral control positively influence muslim donors’ intention to donate via social media. Internet technology features and social network sites features positively influence muslim donors’ attitude towards donating via social media. The findings can be used as references for charity organizations to maximize the collection of donations and maintain sustainable relationships with potential donors through social media. This research provides current insights about donating behavior via social media in the largest muslim population country in the world.