Enhancing ZIS Literacy for Optimizing Muzaki Decision to Pay ZIS Study of Social Media Effect using AISAS Model Approach
DOI:
https://doi.org/10.37706/ijaz.v10i2.698Keywords:
AISAS Model, Social Media, ZIS Literacy, Muzaki Decision, ZIS EngagementAbstract
According to changes customer behavior including zakat giver (muzaki), social media management plays an important role in increasing the literacy and action of prospective muzaki regarding to ZIS engagement wherever. Start from social media, the opportunity to optimizing ZIS collection is greater and more flexible. This research aims to analyze the optimizing muzaki decision to pay zakat using the AISAS model approach. The AISAS model provides an illustration that social media be able to increase muzaki literacy and muzaki decision to pay zakat and share their experiences of ZIS action to the other community. The results show that social media has an influence on increasing ZIS literacy through AIS (attention, interest, search) as mediating variables. Furthermore, zakat literacy has an influence on increasing desire to pay zakat, action, and sharing experience using social media. However, the influence of social media is still not optimal. The action and share (AS) variables in the AISAS model are considered to have an important role in influencing society to pay zakat.
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References
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Afridiana A., Rohman A., dan Ningsih KS.,. (2018). Kidz Jaman Now Effect: How Millennials' Opinion Leader in Social Media Can Influence Their Followers' Intention to Pay Zakat. International Conference of Zakat 2018 Proceedings.
Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). 2023, Survei Penterasi dan Perilaku Internet 2023. Diakses pada laman: https://survei.apjii.or.id/survei
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. Modern Methods for Business Research, January 1998, 295–336.
Cokrohadisumarto, W.b.M., Zaenudin, Z., Santoso, B. and Sumiati, S. (2020), "A study of Indonesian community’s behaviour in paying zakat", Journal of Islamic Marketing, Vol. 11 No. 4, pp. 961-976. https://doi.org/10.1108/JIMA-10-2018-0208
Funrise. (2020). Global Trend in Giving Report 2020. Non-Profit Tech for Good. Accessed on www.funrise.org
Hair Jr, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Indrawijaya, S.,. 2016. Peran Kampanye Social Marketing terhadap Keputusan Masyarakat untuk Membayar Zakat melalui Lembaga Amil Zakat, 5 (2). Jurnal Manajemen Terapan dan Keuangan. Tersedia pada https://core.ac.uk/download/pdf/229104655.pdf
Juliana Nasution, Nurhayati Nurhayati, Marliyah Marliyah. (2023) Campaigning Zakat on Social Media: The Role of Message Strategies in the Decision to Pay Zakat. Jurnal Aspikom, 8(1), DOI: http://dx.doi.org/10.24329/aspikom.v8i1.1258
Kementerian Agama RI. 2023. Rakornas Zakat 2023, Menag: Literasi Kunci Pengelolaan Zakat Nasional Edisi Senin, 20 Februari 2023 . Diakses pada lama https://kemenag.go.id/nasional/rakornas-zakat-2023-menag-literasi-kunci-pengelolaan-zakat-nasional-c4l1ma.
Marketing from the World’s Most Innovative Advertising. New York, United State, McGraw Hill Profesional.
Mujib M., Nurvianti MA.,. 2022. Komunikasi Pemasaran Terpadu Dalam Meningkatkan Dana ZIS Pada Lembaga Aamil Zakat Di Era Covid-19. 3Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 4 (2): DOI: 10.47467/alkharaj.v4i2.683.
Mulyono, D., Syamsun M., Najib, M., (2016), The Influence of Social Media in Brand Awareness, Word of Mouth, Intention and Donation Decisionat Rumah Zakat, JAM: Jurnal Aplikasi Manajemen, 14(4), http://dx.doi.org/10.18202/jam23026332.14.4.02
Octarina, E. Hartoyo., H, Beik, IS., (2019). Customer Purchase Intention on Sharia Mutual Fund Products: A TPB Approach. Vol. 4 (1): Journal of Consumer Sciences. DOI: https://doi.org/10.29244/jcs.4.1.37-47
Pusat Kajian Strategis (Puskas Baznas). 2023. Laporan Indeks Literasi Zakat 2022. Diakses pada laman https://puskas.baznas.go.id/publications/published/officialnews/1778-laporan-indeks-literasi-zakat-2022
Ramadhanil AD., Triyanto A., Muhammad IF.,. (2019). The Effect of E-Marketing with AISAS Model (Attention, Interest, Search, Action, Share) on Investment Decisions In Fintech Syariah. Jurnal Ekonomi dan Perbankan Syariah, 7(2), Oktober 2019: 47-57.
Schauer TL,.,2014. Effective Marketing Communication Channels for Nonprofits Targeting Millennial Donors. Welden University
Sugiyama, Kataro dan Andree. (2011). The Dentsu Way: Secrets of Cross Switch
Wahyudi M., Ahmi A., Herianingrum, S., (2022). Examining Trends, Themes and Social Structure of Zakat Literature: A Bibliometric Analysis. 12 (1). Global Journal Al-Thaqafah, 12(1), 40-67. https://doi.org/10.7187/GJAT072022-3
We Are Social. (2023). Digital 2023 Global Overview Report. PT We Are Social Indonesia. Accessed on www.weresocial.com
Zulfikri, Zulfikri. (2022). PHILANTHROPY:A Research Journal On Management Of Zakat and Waqf. Vol. 2(1). DOI:10.19109/iphi.v2i1.12927
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Published
2025-11-06
How to Cite
Lathifah, F., & Hilmatunnisa, A. (2025). Enhancing ZIS Literacy for Optimizing Muzaki Decision to Pay ZIS Study of Social Media Effect using AISAS Model Approach. International Journal of Zakat, 10(2), 43–60. https://doi.org/10.37706/ijaz.v10i2.698
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