A SPRTITUALITY-BASED MODEL OF DONATION BEHAHFIOR: A PLS- SEM APPROACH IN TANJUNG JABUNG BARAT, INDONESIA

Abstrak

Donation behavior in Indonesia continues to develop along with increasing public awareness of social and religious values. However, there is still a gap between the potential and realization of donations, especially in areas with a high level of community spirituality. This research aims to develop a model of spirituality-based donation behavior, with a quantitative approach using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. Data was collected from 450 respondents from the West Tanjung Jabung community through an online survey using convenience sampling techniques. The variables analyzed include philanthropic empathy, knowledge, income, and spirituality as moderating variables on intention to donate. The research results show that philanthropic empathy, knowledge, and income have a significant effect on intention to donate. In addition, spirituality was proven to strengthen the relationship between empathy and intention to donate, but did not significantly moderate the influence of knowledge and income. These findings show the importance of strengthening spiritual values in philanthropic communication strategies at the community level. The practical implication of this study is the need for an approach that is not only rational, but also spiritual to drive people's donation behavior.