Explaining Blood Donor Loyalty Intentions through a Self-Determination Theory Lens: Empirical Insights from Indonesia

Applying self-determination theory (SDT), this study analyzes how amotivation, external regulation, introjection, identification, integration, and intrinsic motivation dimensions along with related constructs of ignorance, reward, ego, social value, belief, and pleasure in predicting blood donor loyalty.Survey data from 373 repeat donors in East Java, Indonesia was analyzed using structural equation modeling.Results demonstrate ignorance, pleasure, belief and perception significantly influence loyalty while reward, ego and social value indicate insignificant effects.However, social value gains significance when perception is considered as a mediator.Findings provide a validated framework for understanding and enhancing donor loyalty through motivational and perceptual factors.