Pengaruh dimensi brand equity terhadap keputusan donatur dalam menunaikan sedekah di Unit Pengelola Zakat Infaq dan Sedekah (UPZIS) NU care-Lazisnu MWCNU Wonocolo

This item is published by Universitas Islam Negeri Sunan Ampel Surabaya

Daniyas, Syafiratud (2023) Pengaruh dimensi brand equity terhadap keputusan donatur dalam menunaikan sedekah di Unit Pengelola Zakat Infaq dan Sedekah (UPZIS) NU care-Lazisnu MWCNU Wonocolo. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

Each zakat management organization needs to establish a brand because there are so many of them in Indonesia. The goal of this study is to ascertain the simultaneous and partial effects of brand equity characteristics (brand awareness, brand association, perceived quality, and brand loyalty) on donors' decisions to give alms at UPZIS NU CARE-LAZISNU MWCNU Wonocolo. Multiple linear regression is the technical analysis tool utilized in this quantitative approach of analysis to ascertain the direction and degree of effect the independent variables have on the dependent variable. The basic data utilized in this study was collected through the responses to the questionnaire. It's known that brand awareness and brand loyalty factors have a somewhat significant impact on donor decisions based on the findings of data analysis using SPSS version 26. Along with the simultaneous impact of the brand equity aspects (brand awareness, brand association, perceived quality, and brand loyalty) on donors' decisions to give alms at UPZIS NU CARE-LAZISNU MWCNU Wonocolo. The study's findings indicate that factors like brand knowledge and brand loyalty have a marginally significant impact on donors' choices. Additionally, brand equity aspects (such as brand association, perceived quality, brand loyalty, and brand awareness) also have an impact on donors' decisions to give donations at UPZIS NU CARE-LAZISNU MWCNU Wonocolo. This study offers advice to UPZIS NU CARE-LAZISNU MWCNU Wonocolo on how to keep up and enhace the brand that has been established so that donors are interasted in paying ZIS for addition to channeling donations via the 3S program.