THE IMPACT OF DIGITAL DONATION PROGRAM ATTRIBUTES ON E-COMMERCE COMPANY IMAGE

Abstract

The research aims to provide more understanding about digital donation programs in e-commerce, particularly Tokopedia, and implement the digital donation strategy to improve company image. Conducted with in-depth interviews, this research serves 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 can 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 only the information quality and participation effort variables significantly influence the company image. The basis for the formulation of the digital donation program strategy is the improvement of information quality and ease of participation effort. This research provides new insights to support the development of digital philanthropy in the e-commerce industry, particularly in developing strategies for digital donation service.