PENGARUH PUBLISITAS PROGRAM LAYANAN DAN DIFERENSIASI CITRA LEMBAGA TERHADAP MINAT MUZAKKI MEMBAYAR ZAKAT DI BAZNAS TANJAB BARAT

Abstrak

Tujuan penelitian adalah untuk mengetahui apakah terdapat pengaruh publisitas program layanan terhadap minat muzakki mengeluarkan zakat di BAZNAS Tanjab Barat, untuk mengetahui apakah terdapat pengaruh diferensiasi citra lembaga terhadap minat muzakki mengeluarkan zakat di BAZNAS Tanjab Barat, dan untuk mengetahui apakah terdapat pengaruh publisitas program layanan dan diferensiasi citra lembaga terhadap minat muzakki mengeluarkan zakat di BAZNAS Tanjab Barat. Penelitian ini menggunakan metode kuantitatif dengan desain korelasional. Hasil penelitian adalah (1) terdapat pengaruh positif signifikan publisitas program layanan terhadap minat muzakki mengeluarkan zakat, dengan nilai t hitung 5,011 > t tabel 1,992. (2) Terdapat pengaruh positif signifikan diferensiasi citra lembaga terhadap minat muzakki mengeluarkan zakat, dengan nilai t hitung 5,040 > t tabel 1,992. (3) Terdapat pengaruh positif signifikan publisitas program layanan dan diferensiasi citra lembaga secara bersama-sama terhadap minat muzakki mengeluarkan zakat di BAZNAS Tanjab Barat, dengan nilai F hitung 16,411 > F tabel 3,11. 

The purpose of the study was to find out whether there was an effect of publicity on service programs on muzakki's interest in paying zakat at BAZNAS Tanjab Barat, to find out whether there was an influence of institutional image differentiation on muzakki's interest in paying zakat at BAZNAS Tanjab Barat, and to find out whether there was an effect of publicity on service programs and differentiation the image of the institution on the interest of muzakki in issuing zakat at BAZNAS Tanjab Barat. This study uses a quantitative method with a correlational design. The results of the study are (1) there is a significant positive effect of publicity on service programs on muzakki's interest in paying zakat, with a t-count value of 5.011 > t-table 1.992. (2) There is a significant positive effect of institutional image differentiation on muzakki's interest in paying zakat, with a t-count value of 5.040 > t-table 1.992. (3) There is a significant positive effect of the publicity of service programs and the differentiation of the image of the institution together on the interest of muzakki in paying zakat at BAZNAS Tanjab Barat, with an F arithmetic value of 16.411 > F table 3.11.