Research Article
The Moderating Role of Brand Awareness in The Relationship Between Brand Association and Intention to Pay Zakat in Indonesia Amil Zakat Institution
@INPROCEEDINGS{10.4108/eai.10-9-2019.2289345, author={Muhammad Doddy and Juhary Ali and Cicih Ratnasih}, title={The Moderating Role of Brand Awareness in The Relationship Between Brand Association and Intention to Pay Zakat in Indonesia Amil Zakat Institution}, proceedings={The First International Conference On Islamic Development Studies 2019, ICIDS 2019, 10 September 2019, Bandar Lampung, Indonesia}, publisher={EAI}, proceedings_a={ICIDS}, year={2019}, month={11}, keywords={brand awareness brand association intention to pay brand zakat mangement}, doi={10.4108/eai.10-9-2019.2289345} }- Muhammad Doddy
Juhary Ali
Cicih Ratnasih
Year: 2019
The Moderating Role of Brand Awareness in The Relationship Between Brand Association and Intention to Pay Zakat in Indonesia Amil Zakat Institution
ICIDS
EAI
DOI: 10.4108/eai.10-9-2019.2289345
Abstract
This research evaluated the impact of brand awareness, brand association, and interaction between brand awareness and brand association on the intention to pay zakat at Dompet Dhuafa Indonesia. Many brand studies on the intention to buy in profit-oriented organizations have been conducted. So, this research was performed to see the impact of brand awareness and brand association in non-profit organizations such as amil zakat institution. The study used a quantitative research design using a 100 zakat payer sample to evaluate hypotheses empirically. The results show that brand association has a favorable impact intention to pay zakat. However, brand awareness does not become a moderating variable in the brand association's connection with the intention to pay zakat. The empirical research supplied academics with fruitful consequences by making an essential contribution to the literature on brand and zakat management.