Pengaruh Message Framing dan Empati terhadap Niat Berdonasi pada Platform Crowdfunding Kitabisa.com

Abstract

This study examines the influence of message framing and empathy on donation intention among users of the Kitabisa.com crowdfunding platform. A quantitative approach with an explanatory correlational design was employed, involving 145 active respondents selected through purposive sampling based on the criterion that they had read a campaign description before making a donation. Data were collected using an online questionnaire with a five-point Likert scale measuring the dimensions of message framing, empathy, and donation intention. Multiple linear regression analysis revealed that message framing and empathy simultaneously had a positive and significant effect on donation intention ((R^2 = 0.595); (F = 104.376); (p < 0.001)). Partially, message framing showed a positive and significant effect on donation intention ((\beta = 0.568); (t = 10.637); (p < 0.001)). Likewise, empathy was found to have a positive and significant effect on donation intention ((\beta = 0.519); (t = 9.719); (p < 0.001)). These findings highlight the importance of integrating cognitive information processing through well-structured message framing with affective stimulation in the form of audience empathy to encourage digital philanthropic behavior. The study implies that strategic communication practitioners and nonprofit organizations should develop campaign narratives that are both morally structured and emotionally engaging to attract public attention and enhance donation intentions in digital environments.