THE IMPACT OF DIGITAL DONATION PROGRAM ATTRIBUTES ON E-COMMERCE COMPANY IMAGE (CASE STUDY: TOKOPEDIA)

• Main Author: Sanyoto, Amie
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/55073
• Institution: Institut Teknologi Bandung

The social awareness and tendency of people to help others through donations are rising alongside the COVID-19 pandemic. In line with the rising social awareness, donation activities in various digital platforms, including e-commerce, are continuously increasing. As one of the biggest e-commerce players in Indonesia, Tokopedia is consistently providing digital donation services as a form of innovation in digital philanthropy. By contributing to relevant causes, Tokopedia can build a positive image among consumers as a responsible company that creates a social impact. Digital donation program brings various benefits but also comes with several challenges. A survey from Gopay and Kopernik (2020) shows that the reception rate of online donations through e-commerce platforms is still low compared to other digital platforms or offline donation methods. Lack of awareness, insufficient information, and skepticism about the program also become challenges for Tokopedia in conducting the digital donation program. The research aims to measure the effect of digital donation attributes on the company image and implement the digital donation strategy to improve company image. Exploratory research conducted with in-depth interviews served as an initial step to determine the attributes of digital donation that can be measured as research variables. Independent variables, namely: (1) company trustworthiness, (2) information quality, and (3) participation effort, are suggested to influence company image as the dependent variable. The data collected from 161 respondents are compiled through a structured questionnaire survey distributed online. The data is analyzed using multiple regression analysis models to find the degree of influence of each independent variable on the company image. The results show that the information quality and participation effort variables positively and significantly influence the company image, while company trustworthiness did not influence the company image. The basis for the formulation of digital donation program strategy is improving information quality and ease of participation effort. Tokopedia can utilize various digital channels, improving delivery techniques, and provide transparent information to improve the information quality. Easier participation effort can be made through system improvement, including payment methods and donation menu. This research provides new insights to support the development of digital philanthropy in the ecommerce industry, particularly in developingstrategies for digital donation services.