PENGARUH PLATFORM CROWDFUNDING KITABISA.COM TERHADAP PENGUATAN KARAKTER PROSOSIAL - Restu Bella Amanda, - (2022)
Manusia merupakan makhluk sosial atau homo socius yang berarti di sepanjang hidupnya akan selalu membutuhkan orang lain. Namun, perubahan sosial yang didorong oleh perkembangan teknologi perlahan mulai mengikis nilai-nilai tersebut sehingga memunculkan sikap individualis. Terjadinya pandemi Covid-19, berdampak besar pada perekonomian masyarakat Indonesia. Dalam situasi seperti ini, banyak orang merasa iba sehingga lebih sadar dan peduli terhadap sesama, dibuktikan dengan banyaknya penggalangan donasi untuk membantu masyarakat terdampak pandemi melalui platform crowdfunding. Salah satunya yaitu Kitabisa.com dengan kampanyenya yang bernama #BersamaLawanCorona. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh platform crowdfunding Kitabisa.com terhadap penguatan karakter prososial. Pendekatan penelitian yang dilakukan yaitu menggunakan mixed method dengan strategi sekuensial eksplanatoris. Menyebarkan angket kepada 400 responden dan mewawancarai 10 narasumber. Hasil dari pengujian korelasi rank Spearman diperoleh tingkat kekuatan korelasi atau hubungannya cukup kuat. Dari hasil pengambilan keputusan uji hipotesis, diperoleh bahwa H0 ditolak dan H1 diterima maka dapat disimpulkan bahwa platform crowdfunding Kitabisa.com berpengaruh terhadap penguatan karakter prososial. Data kualitatif yang diperoleh melalui wawancara, ditemukan beberapa faktor pendorong yang saling berkaitan satu sama lain sebelum narasumber memutuskan untuk berdonasi. Faktor terbesar narasumber untuk berdonasi yaitu intrinsic prosocial motivation. Berkontribusi dalam kampanye #BersamaLawanCorona dapat memunculkan dampak positif, di antaranya dapat membantu masyarakat terdampak pandemi Covid-19 dan para narasumber memiliki peningkatan penguatan karakter prososial. Kata kunci : Crowdfunding, Karakter, Prososial Humans are social creatures, or homo socius, which implies that they will always require the assistance of others throughout their lives. However, as a result of technical advancements, social changes began to weaken these principles, resulting in an individualistic mindset. The COVID-19 epidemic has had a significant economic impact on Indonesia. Many feel sorry for them in a circumstance like this, and they're more aware of and concerned about others, as indicated by the enormous number of donations raised through the crowdfunding platform to support people afflicted by the pandemic. Kitabisa.com is one of them, with its # BersamaLawanCorona campaign. This study aims to determine how much influence the Kitabisa.com crowdfunding platform has on strengthening prosocial characteristics. The research approach uses a mixed method with an explanatory sequential strategy distributed questionnaires to 400 respondents and interviewed 10 sources. The results of the Spearman rank correlation test correlation test is that the level of correlation strength or the relationship is quite strong. From the results of the decision making hypothesis test, it is found that H0 is rejected and H1 is accepted. It can be concluded that the Kitabisa.com crowdfunding platform has an effect on strengthening prosocial characters. Qualitative data obtained through interviews, it was found that several motivating factors were interrelated before the resource person decided to donate. The most important factor motivating resource people to donate is intrinsic prosocial motivation. Contributing to the # BersamaLawanCorona campaign can have a positive impact, such as being able to assist people affected by the COVID-19 pandemic and resource persons having a stronger prosocial character. Keywords: Crowdfunding, Character, Prosocial