Hubungan Penilaian Konten Instagram Baznas Kota Medan dengan Minat Berzakat Pengikut Akun

Siti Nur Rohmah Nasution, Syamsul Effendi, Abu Bakar


Abstract


This study examines the association between followers’ assessments of BAZNAS Medan’s Instagram content and their intention to pay zakat through the institution. A quantitative cross-sectional survey involved 98 purposively selected followers of @baznaskotamedan who had accessed its content. Data were collected using Likert-scale questionnaires and analyzed using descriptive statistics and simple linear regression. The reported regression coefficient was 0.595 (t = 8.128, p < .001), with a coefficient of determination of 0.408, indicating that the model explained 40.8% of the variance in intention scores. The mean intention score was 40.07 out of 50. Perceived social relevance received the highest proportion of positive responses (78.57%), while information about payment procedures received a lower proportion (68.37%). Favorable content assessments were associated with stronger reported intentions among surveyed followers. However, these findings neither establish that Instagram content causes zakat payments nor represent all Medan residents. Because the survey measured intention rather than transactions, further research should examine verified payment behavior, employ longitudinal research designs, and include participants beyond existing followers to assess the broader applicability of these findings.

Keywords


BAZNAS Instagram, Zakat Payment Intention, Digital Zakat Communication

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References


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DOI: https://doi.org/10.30743/mutlaqah.v7i1.14575

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