THE INFLUENCE OF INNOVATION OF SACRIFICIAL WORSHIP SERVICES AND DIGITAL MARKETING ON MILLENNIAL AND GEN Z DONATION TENDENCIES

Abstract

Sacrificial worship is the act of slaughtering livestock to get closer to Allah SWT. In 2022, the economic potential of sacrificial worship is IDR 31.6 trillion from 2.61 million Shohibul Qurban and around 2.1 million sacrificial animals slaughtered, consisting of 1.6 million sheep/goats and 521 thousand cows. Sacrificial worship services must be able to answer the needs of worshipers as time progresses and consumer behaviour in the midst of very significant developments in the world. The purpose of this study is to see the effect of sacrificial worship service innovation and digital marketing on donor trends with millennial and Gen Z segmentation. The research method uses quantitative research methods with Ms. Excel statistical data analysis tools. The number of samples in this study were 42 respondents of Rumah Amal Salman sacrificial worship donors. Sacrificial worship service innovations implemented by Rumah Amal Salman are in the form of economical sacrificial worship services and fresh delivered services. While the application of digital marketing in collecting donors is emphasised on the use of social media Instagram as the main channel. Based on the results of the analysis and discussion, it is known that sacrificial worship service innovation and digital marketing simultaneously have a significant effect on the tendency of millennial and Gen Z donors. Partially, sacrificial worship service innovation and digital marketing have a positive and significant influence on the tendency of millennial and Gen Z donors.