Pengaruh Brand Awareness Dan Perceived Quality Terhadap Keputusan Muzaki Membayar Zakat, Infak dan Sedekah Di Lazismu DIY
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Pengaruh Brand Awareness dan Perceived Quality terhadap keputusan muzaki membayar zakat infak sedekah (ZIS) di Lazismu DIY. Penelitian ini menggunakan pendekatan kuantitatif dengan menganalisis 49 muzaki yang membayar zakat di LazisMu DIY. Teknik analisis data yang digunakan adalah regresi linier berganda untuk melihat pengaruh antar variabel. Hasil penelitian ini menunjukan Brand Awareness dan Perceived Quality berpengaruh positif terhadap keputusan muzaki membayar ZIS di Lazismu. Hasil penelitian ini dapat digunakan sebagai landasan bagi Lazismu DIY untuk meningkatkan Brand Awareness (kesadaran merek) masyarakat tentang keberadaan lazismu, dan juga untuk meningkatkan Perceived Quality (Persepsi kualitas) layanan yang diberikan kepada muzaki agar LazisMu DIY dapat mempertahankan reputasinya.
This research aims to analyze the influence of Brand Awareness and Perceived Quality on Muzaki's decision to pay zakat infaq shodaqoh (ZIS) in Lazismu DIY. This research uses a quantitative approach by analyzing 49 muzaki who pay zakat in LazisMu DIY. The data analysis technique used is multiple linear regression to see the influence between variables. The results of this research show that Brand Awareness and Perceived Quality have a positive impact on Muzaki's decision to pay ZIS at Lazismu. The results of this research can be used as a basis for Lazismu DIY to increase the community's Brand Awareness regarding the existence of LazisMu, and also to improve the Perceived Quality of services provided to muzaki so that LazisMu DIY can maintain its reputation.
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