Abstract:

The researcher wanted to see the probability and influence of the information mechanism in launching products on the market with a sample of 275 crowdfunding projects in the top 5 industries of ASEAN-five countries on the Kickstarter platform. To get the results of the analysis, researchers used probit regression and the average marginal effect in processing data. The number of backers is one of the information mechanism variables that has a positive and significant relationship to the dependent variable with the probability of change averaging 0.331 percentage points. These results indicate that the initiator of the project uses the number of backers as one measure to make decisions in carrying out product launches. There are four other independent variables, namely average pledge, pledge ratio, total pledge and community that are used to see the effect and probability of the dependent variable of the study.