Analisis Strategi Digital Fundraising Lazismu Kabupaten Langkat dalam Meningkatkan Kepercayaan Muzakki

Yunita Heriyani; Dedy Irwansyah

doi:10.61132/santri.v4i4.2619

Authors

Yunita Heriyani Institut Teknologi dan Bisnis Ahmad Dahlan
Dedy Irwansyah Institut Teknologi dan Bisnis Ahmad Dahlan

DOI:

https://doi.org/10.61132/santri.v4i4.2619

Keywords:

Digital Fundraising, Lazismu, Muzakki, Trust, Zakat

Abstract

This study analyzes the digital fundraising strategy of Lazismu Kabupaten Langkat in enhancing muzakki trust and identifies its driving and inhibiting factors. A descriptive qualitative approach was employed through in-depth interviews with 13 informants (management and muzakki), social media observation, and documentation. Data analysis was conducted through reduction, presentation, and verification. The findings reveal that Lazismu utilizes integrated platforms Instagram, Facebook, WhatsApp, QRIS, bank transfer, and Donasi Online with consistent posting 3–4 times per week, visual reporting, and admin responsiveness. WhatsApp and QRIS proved most effective: WhatsApp for donation conversion, QRIS for instant transactions, Instagram for education, and Facebook as a complementary platform. Post-digital implementation, fundraising increased 77.1% (Rp196.4 million→Rp347.8 million) and muzakki rose 56.4% (282→441 people) within one year. Driving factors include Muhammadiyah's legality and reputation as a trust accelerator, reporting transparency, and organizational network support. Inhibiting factors include limited digital human resources, lack of content innovation, and technical constraints. This strategy reinforces the Commitment-Trust Theory and Mayer's three trust dimensions, while identifying the trust accelerator concept that contributes to digital fundraising literature.

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