Transformation of Charity (Shadaqah): The Influence of Donations’ Advertisement in Social Media Towards Gen-Z Interest in Online Donation in Indonesia

The development of technology such as social media provides many conveniences that can affect Gen-Z’s humanitarian activities. Many features can be accessed by everyone who has social media, one of which is an online donation. This is intended for the general public to make it easier for them to carry out humanitarian activities in today's digital era. Many advertisements about online donations attract netizens to humanitarian activities when running social media. The purpose of this research is to find out Gen-Z's decision to donate online through the social media that they use for it. The sample used in this study was 100 people with a range of birth years 1995- 2006 (Gen-Z) with a quantitative descriptive research design. This article explains the discussion of what factors make them choose to donate online based on a closed- ended questionnaire. The results of respondents have been calculated using the percentage index with an overall average of 67.02% which is in the “agree” on level category. This shows that the variable perceived security to the level of religiosity on the decision to donate has a positive impact. Thus, it is known that Gen-Z agrees with the shadaqah transformation, namely online donation.