THE EFFECT OF TRUST, BRAND AWARENESS, AND SOCIAL PIETY IN DONATION DECISIONS THROUGH DIGITAL PLATFORMS

This article identifies the effect of trust, brand awareness, and social piety before doing donation using Fintech platform. Therefore, this explanatory research examined influence four variables. The data were collected through a purposive sampling technique involving 250 societies across Lombok Island as respondents, well applying case study approach. analysis is implemented SEM (Structural Equation Modelling). shows positive significant impact among in decisions fintech However, awareness trust do not affect piety. Hence, recommends fundraising institutions that actively collect funds platforms to always prioritize openness principle managing public funds. A transparent attitude can increase utilize platform whenever they want channel spontaneously.