Peran Brand Trust sebagai Variabel Mediasi dalam Pengaruh Brand Awareness dan Perceived Value terhadap Keputusan Membayar Zakat di Inisiatif Zakat Indonesia

Sunniyah, Fairus Diana (2025) Peran Brand Trust sebagai Variabel Mediasi dalam Pengaruh Brand Awareness dan Perceived Value terhadap Keputusan Membayar Zakat di Inisiatif Zakat Indonesia. Thesis thesis, Universitas BPD.

	Text Daftar Pustaka.pdf Download (428kB)
	Text BAB 1 -3 .pdf Download (737kB)

Abstract

This study aims to analyze the influence of Brand Awareness and Perceived Value on the decision to pay zakat through Inisiatif Zakat Indonesia (IZI), with Brand Trust as a mediating variable. The research employed a quantitative approach with 100 respondents who had previously donated through IZI. Data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that Brand Awareness and Perceived Value have a significant positive effect on Brand Trust. Furthermore, Brand Awareness, Perceived Value, and Brand Trust significantly affect zakat payment decisions. In addition, Brand Trust mediates the relationship between Brand Awareness and Perceived Value on zakat payment decisions. Thus, trust becomes a key factor that strengthens the link between Brand Awareness, Perceived Value, and the decision of muzakki to pay zakat through IZI.

Item Type:	Thesis (Thesis)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	16 Oct 2025 08:17
Last Modified:	16 Oct 2025 08:17
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2786

Actions (login required)

View Item