Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan menganalisis pengaruh lifestyle terhadap minat berdonasi melalui platform crowdfunding dengan attitude dan subjective norm sebagai variabel mediasi pada masyarakat kota banda aceh. penelitian menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner kepada 160 responden. pengambilan sampel dilakukan menggunakan teknik purposive sampling berdasarkan kriteria yang telah ditetapkan. data dianalisis menggunakan metode partial least squares-structural equation modeling (pls-sem) dengan bantuan smartpls 4. hasil penelitian menunjukkan bahwa lifestyle berpengaruh positif dan signifikan terhadap minat berdonasi, attitude, dan subjective norm. selanjutnya, attitude dan subjective norm berpengaruh positif dan signifikan terhadap minat berdonasi. hasil pengujian efek tidak langsung menunjukkan bahwa attitude dan subjective norm mampu memediasi secara positif dan signifikan pengaruh lifestyle terhadap minat berdonasi. temuan ini menegaskan bahwa lifestyle, sikap positif, dan dukungan sosial berperan penting dalam memperkuat minat masyarakat untuk berdonasi melalui platform crowdfunding. kata kunci: lifestyle, attitude, subjective norm, minat berdonasi, crowdfunding.

ABSTRACT This study aims to analyze the influence of lifestyle on the willingness to donate through crowdfunding platforms, with attitude and subjective norm as mediating variables, among the residents of Banda Aceh. The study employs a quantitative approach using primary data collected through a questionnaire distributed to 160 respondents. Sampling was conducted using purposive sampling based on predetermined criteria. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4. The results indicate that lifestyle has a positive and significant effect on the willingness to donate, attitude, and subjective norm. Furthermore, attitude and subjective norm have a positive and significant effect on the intention to donate. The results of the indirect effect test indicate that attitude and subjective norm positively and significantly mediate the effect of lifestyle on the intention to donate. These findings confirm that lifestyle, positive attitudes, and social support play a crucial role in strengthening the public’s intention to donate through crowdfunding platforms. Keywords: Lifestyle, Attitude, Subjective Norm, Interest in Donating, Crowdfunding.