Kidz Jaman Now Effect: How Millennials’ Opinion Leader In Social Media Can Influence Their Followers’ Intention To Pay Zakat The 2nd ICONZ 2018 - Proceedings

Abstract

This study examines the relationship of Opinion Leader postings in Instagram that share information about Zakat towards the Intention of Pay Zakat. In 2030 Indonesia gets demographic bonus with 52.9% of total work force comes from millennials generation. Lembaga Amil Zakat (LAZ) require appropriate promotional strategies to prospective muzakki of the millennials generation. Previous studies showed millennials closely with social media and are easily affected by peers. Pre-test-post test experimental study was conducted using online questionnaire to see the relation of zakat ad education content posted by millennials favoured opinion leader on social media of Instagram on the intention of paying zakat. Opinion leaders used in this research are Ria Ricis as an instagram’s celebrity, Retno Hening as a parenting millennials, Ridwan Kamil as a government figures, and Muzzamil Hasbullah as a religious leaders. By using Theory Planned Behaviour and Source of Credibility, this research examine opinion leader which is effective in increasing intention to pay zakat. From the theory of source of credibility can be known opinion leader who effectively affect the intention to pay zakat from the side of expertise, trustworthiness, and attractiveness. So, this study can provide an insight on the LAZ in the selection of appropriate zakat product endorsers for the millennials generation segment.