Customer Behavior of #Racheluntukdonggala campaign through Rachel Vennya account on the Kitabisa.com platform Itca Istia Wahyuni, Dini Salmiyah Fitrah Ali, Gusnaelly Fitryati Adilla
Telkom University
Abstract
Kitabisa.com is a crowdfunding platform that ranks first and has successfully funded social projects. The study purpose were find out the stimuli that triggered support for a #Racheluntukdonggala campaign through Rachel Vennyas account on the Kitabisa.com platform, and the donations motives behind decisions to choose Rachel Venya account. This account collected a target donation of up to 101%, amounting to Rp. 804,357,444 with 7,064 donors. This research was conducted with qualitative research methods and used the post-positivism paradigm. In collecting data, researchers used interview methods for three primary informants and one secondary informant namely communication psychology. The results of this study were presenting the development of customer behavior to support donation crowdfunding.
