ANALYZING THE INFLUENCE OF EMPATHY, KNOWLEDGE, AND INCOME ON DONATION AMOUNTS IN JAMBI CITY: THE MODERATING ROLE OF TRUST

Abstract

This study aims to analyze the influence of philanthropic empathy, knowledge, and income on donation amounts in Jambi City, with trust as a moderating variable. This study used a quantitative approach with a survey method to 450 respondents who have actively donated. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the direct and moderating effects. The results showed that empathy, knowledge, and income had a significant positive effect on donation amounts. Trust was found to be a moderating variable that strengthened the relationship between the three variables and donation amounts. These findings emphasize the importance of increasing public trust in philanthropic institutions as a strategy to increase donation participation in a sustainable manner. This study calls for the need for institutional revitalization through increased professionalism, transparency, and public education