Dwinita Laksmidewi, Reinandus Aditya Gunawan


Perilaku konsumen mendonasikan barang atau uang untuk amal saat ini telah banyak berubah. Perlu daya tarik kreatif dalam pesan donasi agar program amal lebih berhasil. Penelitian ini bertujuan untuk mengkaji apakah perasaan bersalah dalam pesan donasi dapat mempengaruhi intensi donasi konsumen. Penelitian dilakukan dengan metode eksperimen, dengan partisipan konsumen milenial muda. Hasil Studi 1 menunjukkan bahwa perasaan bersalah berpengaruh signifikan terhadap intensi berdonasi, dimediasi oleh perceived consumer effectiveness. Diterapkan pada pesan donasi, hasil Studi 2 memperlihatkan bahwa pesan donasi yang menggunakan daya tarik perasaan bersalah menimbulkan empati dan rasa tanggungjawab yang berpengaruh signifikan pada intensi berdonasi, dan dimediasi oleh perasaan bersalah.


pesan donasi, daya tarik perasaan bersalah, intensi donasi

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MIX: Jurnal Ilmiah Manajemen
Journal URL:
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328

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Magister Management Department, Universitas Mercu Buana.
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Jl. Menteng Raya No. 29, Jakarta 10340.

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