Drivers of Crowdfunding Adoption: A Research of User Behavior in Indonesia

This research aimed to analyze the factors influencing investment intentions on crowdfunding platforms in Medan, Indonesia.In this context, social influence and company reputation exerted a positive influence on perceived value using a survey of 110 respondents.However, trust, security, social media influencers, and motivation were not reported as significant drivers.The results showed that social dynamics and credible platforms played an important role in shaping user adoption.Practitioners also reported the need for reputation building, trust development, and leveraging social channels to drive crowdfunding growth.Even though initial evidence was provided in an under-researched Indonesian context, the research was limited by sample size and single-city focus.Therefore, future analysis should be conducted across diverse settings to enrich the understanding of the investment model.