Analysis of the Influence of e-WOM on the Selection of ZISWAF Institutions for the Sustainability of Muzaki Participationv

Abstract

Poverty is still a major challenge in developing countries like Indonesia. Islam offers a solution through zakat, infaq, sedekah, and waqf (ZISWAF) to overcome social inequality and strengthen the community's economy. However, the realization of the projected zakat potential of IDR 327.6 trillion per year is still low, with only around 21.7% collected. With the growth of digital technology, several ZISWAF institutional platforms have become the main drivers of online ZISWAF collection. One effective approach to increasing muzaki participation is through Electronic Word of Mouth (e-WOM), which can build trust and community involvement. This study uses the Analytical Hierarchy Process (AHP) method to evaluate five popular ZISWAF institutions in Indonesia based on five main criteria: trust, credibility, program sustainability, muzaki services, and e-WOM information quality. The results show that trust is the main factor influencing the selection of ZISWAF institutions, with Institution A receiving the highest ranking. This study underlines the importance of transparency, digital innovation, and program sustainability in increasing muzaki loyalty and supporting effective ZISWAF management.