Determinants of Digital Zakat Adoption Among Muslim Millennials in Indonesia
DOI:
https://doi.org/10.22373/share.0044Keywords:
Digital Zakat, Zakat Literacy, Technology Acceptance Model, Brand Awareness, Muslim MillennialsAbstract
The increasing adoption of online donation platforms has transformed the collection and distribution of zakat, particularly among younger Muslim generations who are closely connected to digital technology. This study examines the factors influencing Muslim millennials’ decisions to distribute zakat through the “Kitabisa.com” platform in Indonesia. Specifically, it analyzes the roles of perceived ease of use, perceived usefulness, attitude toward use, behavioral intention to use, brand awareness, and zakat literacy in shaping decisions to utilize digital zakat platforms. The study employs a quantitative approach based on the Technology Acceptance Model (TAM), integrated with brand awareness and zakat literacy variables. Data were collected from 130 Muslim millennials in Indonesia using accidental sampling, and the analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The findings indicate that perceived ease of use significantly influences perceived usefulness but does not have a significant effect on attitude toward use. Brand awareness and zakat literacy significantly influence the decision to use the platform. Perceived usefulness significantly affects both attitude toward use and behavioral intention to use, while attitude toward use also significantly influences behavioral intention. Furthermore, behavioral intention has a significant effect on the final decision to distribute zakat through the platform. These findings highlight the importance of strengthening digital literacy, enhancing platform usability, building public trust, and expanding brand visibility to encourage wider participation in digital zakat distribution among Muslim millennials in Indonesia.
ABSTRAK - Determinan Adopsi Zakat Digital pada Muslim Milenial di Indonesia. Peningkatan penggunaan platform donasi daring telah membawa perubahan signifikan dalam mekanisme pengumpulan dan pendistribusian zakat, terutama di kalangan generasi milenial Muslim yang lekat dengan perkembangan teknologi digital. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi keputusan milenial Muslim dalam menyalurkan zakat melalui platform "Kitabisa.com" di Indonesia. Faktor-faktor yang dianalisis meliputi persepsi kemudahan penggunaan, persepsi kegunaan, sikap terhadap penggunaan, niat berperilaku untuk menggunakan, kesadaran merek, serta literasi zakat. Penelitian ini menggunakan pendekatan kuantitatif dengan mengadopsi Technology Acceptance Model (TAM) yang diintegrasikan dengan variabel kesadaran merek dan literasi zakat. Data penelitian diperoleh dari 130 responden milenial Muslim di Indonesia melalui teknik accidental sampling dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa persepsi kemudahan penggunaan berpengaruh signifikan terhadap persepsi kegunaan, namun tidak berpengaruh signifikan terhadap sikap terhadap penggunaan. Selain itu, kesadaran merek dan literasi zakat terbukti berpengaruh signifikan terhadap keputusan penggunaan platform. Persepsi kegunaan memiliki pengaruh signifikan terhadap sikap terhadap penggunaan dan niat berperilaku, sedangkan sikap terhadap penggunaan juga berpengaruh signifikan terhadap niat berperilaku. Selanjutnya, niat berperilaku berpengaruh signifikan terhadap keputusan akhir dalam menyalurkan zakat melalui platform tersebut. Temuan ini menegaskan pentingnya peningkatan literasi digital dan literasi zakat, penguatan kemudahan dan kegunaan platform, pengembangan kepercayaan publik, serta peningkatan visibilitas merek guna mendorong partisipasi yang lebih luas dalam penyaluran zakat secara digital di kalangan milenial Muslim di Indonesia.
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