Pengaruh Kepercayaan, Akuntabilitas dan Promosi Media Sosial Terhadap Minat Donatur Dalam Berdonasi Pada Lembaga Filantropi Satu Amal Indonesia

Philanthropic institutions play an important role in improving social welfare through the collection and distribution of donations. The purpose of this study is to analyze the factors that influence donor interest. This study uses a quantitative approach with a survey method. Data were collected through a Likert-scale questionnaire distributed to 120 respondents selected using a purposive sampling technique in Palembang City. Data analysis was conducted using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach. The results show that trust does not significantly influence donor interest in donating. In contrast, accountability and social media promotion have a positive and significant influence. This finding indicates that institutional accountability supported by effective social media promotion is a major factor in encouraging donation interest. Meanwhile, trust has not been a major factor in determining donor decisions to donate to Satu Amal Indonesia.