MARKETING CHARITABLE GIVING : A JAKARTA CASE

Abstract

This study analyzes the factors influencing charitable donation intention toward Islamic philanthropic organizations in Jakarta by positioning marketing as a key determinant while considering religiosity and motivation as individual characteristics. Drawing on the Theory of Planned Behavior (TPB), the study conceptualizes donation intention as the result of an interaction between individual factors and organizational strategies for communicating, promoting, and building trust in philanthropic institutions. A quantitative approach was employed using primary data collected through an online survey of 162 Muslim respondents in DKI Jakarta who had an interest in contributing through LAZ Al-Azhar. Respondents were selected using non-probability quota sampling based on administrative regions, and the data were analyzed using Ordinary Least Squares (OLS) multiple linear regression. The findings indicate that marketing is the strongest predictor of donation intention, with a coefficient of 0.477 (p < 0.001). Religiosity also has a positive and significant effect, with a coefficient of 0.150 (p < 0.01), while motivation has a positive and significant effect with a coefficient of 0.062 (p < 0.05). Thus, marketing exerts a substantially stronger influence on donation intention than either religiosity or motivation. These findings suggest that religious commitment does not automatically translate into charitable giving but requires effective marketing communication, trust building, institutional branding, and accessible donation mechanisms. The study highlights the importance of professionalizing marketing strategies within Islamic philanthropic organizations while maintaining principles of transparency, accountability, and religious values.

Keywords: philanthropic marketing; donation intention; religiosity; motivation; LAZ Al-Azhar; Theory of Planned Behavior; Islamic philanthropy.