The Influence of Digital Ads, Influencer, and Customer Relations Management on Donation Decisions (Study at Masjid Nusantara Foundation)
Abstract
The rapid development of digital technology has brought substantial changes to marketing strategies, including within the philanthropic sector. Social organizations, such as the Nusantara Mosque, are increasingly adopting various digital marketing tools to enhance donor participation. Among these, Digital Advertising (Digital Ads), Influencer Marketing, and Customer Relationship Management (CRM) are three widely utilized approaches to attract and retain donors. Nevertheless, the effectiveness of each strategy in influencing donation decisions remains insufficiently explored. This study seeks to analyze the extent to which Digital Ads, Influencers, and CRM affect donor decisions to contribute to the Nusantara Mosque. Employing a descriptive quantitative research design, data were collected through questionnaires distributed to 135 active donors of the Nusantara Mosque. The data were then analyzed using multiple regression with the assistance of SPSS 26. The findings indicate that both Digital Ads and CRM exert a positive and significant influence on donation decisions, whereas Influencers do not have a significant effect. Digital Ads contribute to raising awareness and facilitating access to donations, while CRM strengthens the relationship between donors and institutions, ultimately fostering donor loyalty. These insights highlight the importance for philanthropic organizations to design more effective digital marketing strategies. By optimizing Digital Ads and CRM, organizations can enhance donor engagement and fundraising performance. Conversely, influencer marketing strategies may need to be refined or integrated with other approaches to achieve a more substantial impact on donor decision-making.
Downloads
References
Abdussalam, Gunawan, A. R., & Hasanah, S. M. (2025). The Influence of Zakat on Quality Economic Growth. Journal of Lifestyle and SDG’S Review, 5(2), 1–15. https://doi.org/10.47172/2965-730X.SDGsReview.v5.n02.pe02845
Ardani, W. (2022). Pengaruh Digital Marketing Terhadap Perilaku Konsumen. Jurnal Tadbir Peradaban, 2(1), 40–47. https://doi.org/10.55182/jtp.v2i1.102
Astria, A., & Noor, S. (2023). Pengaruh “Influencer” terhadap Keputusan Pembelian di CV. Citra Sejahtera Mandiri (Esme Fashion). Ekonis: Jurnal Ekonomi Dan Bisnis, 24(2), 91–102. https://doi.org/10.30811/ekonis.v24i2.3787
CAF. (2024). World Giving Index 2024: Global Trends in Generosity. Charities Aid Foundation, 1–19.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing Strategy, Implementation, and Practice. New York: Pearson Education.
Cornwell, T. B., & Katz, H. (2020). Influencer : The Science Behind Swaying Others. New York: Taylor & Francis Group.
Grönroos, C., & Gummerus, J. (2014). The Service Revolution and its Marketing Implications: Service Logic vs Service-Dominant Logic. Managing Service Quality: An International Journal, 24(3), 206–229. https://doi.org/10.1108/MSQ-03-2014-0042
Gunawan, A. S. P. (2021). The Impact in Using Influencers for a Non-Profit Organizations’ Campaign (Which Results in Donations). Proceedings of the International Conference on Industrial Engineering and Operations Management, 2292–2304.
Helal, G., & Ozuem, W. (2019). Social Media and Social Identity in the Millennial Generation. Leveraging Computer-Mediated Marketing Environments, 43–82. https://doi.org/10.4018/978-1-5225-7344-9.ch003
Isbahi, M. B. (2023). Factors Influencing Purchase Behavior: Consumer Interest, Price, and Product Quality (Literature Review HRM). Danadyaksa: Post Modern Economy Journal, 1(1), 18–36. https://doi.org/10.69965/danadyaksa.v1i1.6
Kotler, P., & Amstrong, G. (2016). Principles of Marketin. Jakarta: Erlangga.
Mahendri, W., & Lutfi, M. (2022). Pengaruh Social Media Influencer, Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Ms Glow. JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi, 5(2), 154–163. https://doi.org/10.30737/jimek.v5i2.3231
Pradany, A. A., & Fahrullah, A. (2020). Implementasi Customer Relationship Managemet Dan Dampaknya Terhadap Citra Lembaga Pada Yayasan Nurul Hayat Surabaya. Jurnal Ekonomi Islam, 3(1), 33–39.
Purwana, D., Rahmi, R., & Aditya, S. (2017). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil, Dan Menengah (UMKM) Di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1–17. https://doi.org/10.21009/jpmm.001.1.01
Ramadhan, R. A., Sutomo, M., Bachri, S., & Risnawati. (2024). Peran Digital Marketing Dalam Menarik Minat Calon Donatur Untuk Berdonasi di Yayasan Galang Bersama Kami. Jurnal Ekonomi Dan Pembangunan Indonesia, 2(1), 207–214. https://doi.org/10.61132/jepi.v2i1.364
Sciffman, & Kanuk. (2017). Perilaku Konsumen. Jakarta: PT. Indeks Gramedia.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube Bloggers Promote it, Why Should I Buy? How Credibility and Parasocial Interaction Influence Purchase Intentions. Journal of Retailing and Consumer Services, 53(January), 1–16. https://doi.org/10.1016/j.jretconser.2019.01.011
Sudha, M., & Sheena, K. (2017). Impact of Influencers in Consumer Decision Process: The Fashion Industry. SCMS Journal of Indian Management, 14, 14–30.
Sumarwan, U. (2011). Perilaku Konsumen. Jakarta: Penerbit Ghalia.
Taken Smith, K. (2012). Longitudinal Study of Digital Marketing Strategies Targeting Millennials. Journal of Consumer Marketing, 29(2), 86–92. https://doi.org/10.1108/07363761211206339
Tamarasari, L., Kurniawati, Mulyati, D., Windy, O., Kurnia, E., & Banirohim, G. (2021). Peran Komunikasi Media Sosial Yang Dibuat Perusahaan, Komunikasi Media Sosial Yang Dibuat Pengguna Terhadap Niat Beli Dimediasi Brand Passion. Jurnal Ilmiah Manajemen Dan Bisnis, 22(2), 304–318. https://doi.org/10.30596/jimb.v22i2.7694
Tiruwa, A., Yadav, R., & Suri, P. K. (2016). An Exploration of Online Brand Community (OBC) Engagement and Customer’s Intention to Purchase. Journal of Indian Business Research, 8(4), 295–314. https://doi.org/10.1108/JIBR-11-2015-0123
Toha, M., Zuana, M. M. M., & Isbahi, M. B. (2025). Acculturation of Mataraman Local Wisdom with Islamic Values: Implications for Social and Economic Development. Danadyaksa: Post Modern Economy Journal, 2(1), 33–47. https://doi.org/10.69965/danadyaksa.v2i1.143
Veirman, M. De, Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude. International Journal of Advertising, 36, 798–828. https://doi.org/10.1080/02650487.2017.1348035
WAS. (2024). Digital 2024: Indonesia Overview Report. We Are Social, 1–136.
Widyana, S. F., & Firmansyah, H. (2021). Pengaruh Customer Relationship Management (CRM) Terhadap Kepuasan Pelanggan Produk Sepatu Convese. Jurnal Bisnis Dan Pemasaran, 11(1), 1–11.
Yamin, S., & Kurniawan, H. (2014). SPSS Complete : Teknik Analisis Statistik Terlengkap dengan Software SPSS. Penerbit Salemba Infotek.
Copyright (c) 2025 Pras Purworo, Abdussalam Abdussalam
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
