Peran InstagraEFFECT OF INSTAGRAM, INFLUENCERS CREDIBILITY AND MOTIVATION TOWARDS DONATING BEHAVIORm, Kredibilitas Influencer dan Motivasi Individu pada Perilaku Mendonasi

The purposes of this study are to find empirical evidence by knowing: (1) The effect of Social Media Instagram towards Donating Behavior at Kitabisa platform, (2) The effect of Social Media Instagram towards Donating Behavior at Kitabisa platform with Influencer's Credibility as a moderating variable, and (3) The effect of Individual Motivation towards Donating Behavior at Kitabisa platform. It's causal research with 225 respondents using purposive sampling technique. The regression analysis program (Statistical Product and Service Solutions) is used to measure the relationship between variables. The results showed that there was a significant effect between Social Media Instagram and Individual Motivation towards Donating Behavior, and the addition of Influencer’s Credibility as moderating variable between Social Media Instagram and Donating Behavior showed an increased value, up to 3.8%.  Penelitian ini bertujuan untuk mendapatkan bukti empiris dengan mengetahui (1) Peran Media Sosial Instagram terhadap Perilaku M The purposes of this study are to find empirical evidence by knowing: (1) The effect of Social Media Instagram towards Donating Behavior at Kitabisa platform, (2) The effect of Social Media Instagram towards Donating Behavior at Kitabisa platform with Influencer's Credibility as a moderating variable, and (3) The effect of Individual Motivation towards Donating Behavior at Kitabisa platform. It's causal research with 225 respondents using purposive sampling technique. The regression analysis program (Statistical Product and Service Solutions) is used to measure the relationship between variables. The results showed that there was a significant effect between Social Media Instagram and Individual Motivation towards Donating Behavior, and the addition of Influencer’s Credibility as moderating variable between Social Media Instagram and Donating Behavior showed an increased value, up to 3.8%.   endonasi pada platform Kitabisa, (2) Peran Media Sosial Instagram terhadap Perilaku Mendonasi pada platform Kitabisa dengan Kredibilitas Influencer sebagai variabel moderasi, serta (3) Peran Motivasi Individu terhadap Perilaku Mendonasi pada platform Kitabisa. Penelitian ini bersifat kausal, dengan sampel sebanyak 225 responden yang dipilih dengan teknik purposive sampling. Analisis regresi dengan program Statistical Product and Service Solutions digunakan untuk mengukur hubungan antar variabel. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan antara variabel Media Sosial Instagram dan variabel Motivasi Individu  pada Perilaku Mendonasi, serta penambahan variabel moderasi antara variabel Media Sosial Instagram dengan Perilaku Mendonasi menunjukkan peningkatan nilai, yakni sebanyak 3.8%