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Kitabisa.com, an Indonesian startup who is working on social enterprise. Crowdfunding can represent a fundamental transformation of the startup project, micro-enterprises and small and medium enterprises in accessing funding. To get the attention and action from reviews of those people, we need to create something that is compelling by building emotion into the media used such as Instagram, etc. To understand the success of an online donation project, research focuses on the various factors that influence behavior individuals in donating, such as trust, credibility and satisfaction, persuasion through website design, a factor demographic, socioeconomic, and other characteristic, donate online experience, awareness of donating. Based on the research results show that the latent variable frequency, duration, attention Instagram account access, the reputation of the initiator, the popularity of the project, the quality of project content, the credibility of the organization and donate online behavior is latent variables are valid and reliable. Frequency, duration, attention Instagram account access, the reputation of the initiator, the popularity of the project, the quality of project content, the credibility of the organization's positive influence on the behavior of online donating.

Online Donation Behavior in Indonesia Through the Crowdfunding Site: A Study on the Instagram Account @kitabisacom