Netnography on Zakat Research Case Study of Payroll Deduction for Zakat among Civil Servant

Abstract

The news about payroll deduction for zakat among civil servants has become a conversation on social media. This study analyzes the behavior patterns of netizens on social media regarding payroll deduction for zakat among civil servants. The approach used in this research is qualitative with netnography method. The sample size of this study is 302 comments on two reputable YouTube channels, each of which has more than 2000 views. The data mining process is done with NAWALA software while data processing is done with NVIVO software. The results of the study show that two things are discussed by netizens regarding the topic of payroll deduction for zakat among civil servants, namely zakat compliance and e-WOM. This study is the first study to analyze zakat which analyzes the behavior patterns of netizens regarding payroll deduction for zakat among civil servants on social media using the netnography method. If the regulation on payroll deduction for zakat among civil servants is enforced, it must also be accompanied by actions that can encourage zakat compliance and increase public trust in zakat management institutions. In addition, e-WOM also needs to be managed properly so that netizens' behavior towards payroll deduction can be formed.