Does Utilization of Public Figure Affects People Perception towards
OPZ and Their Intention to Pay ZISWAF?
Khusnul Fikriyah, Clarashinta Canggih and Prayudi Setiawan Prabowo
Islamic Economic Study, Economic Faculty, Universitas Negeri Surabaya, Surabaya, Indonesia
Keywords: Public Figure, ZISWAF Payment Intensity, People Perspective, OPZ.
Abstract: This paper aims to divulge the impact of public figure utilization towards people perception of Zakat
Management Institution (OPZ) and intensity to pay Zakat, Infaq, Shodaqoh, and Waqf (ZISWAF) through
OPZ. It is common for OPZ to advertise its services in order to attract people to donate at the institution. Some
of the advertisements make use of public figure to gain positive perspective as well as intensify people
intention to pay ZISWAF. This paper uses descriptive quantitative approach through primary data collection
from questionnaire and interview. Sample of this paper are people who using OPZ service in Surabaya. The
result showed that utilization of public figure has significant influence toward people perspective of OPZ as
well as their intention to pay ZISWAF thru OPZ.
1 INTRODUCTION
Promotion is one of marketing effort that attempt to
introduce and promote products and services served
by the company. When a company launches new
product or new variant of a product, it needs external
business communication to promote it to public. There
are many ways to present new product, such as
advertise in electronic, printed, or social media and
many more. Some of the marketers argue that
promotion in mass media is costly, since it involves
production, endorsement, as well as cost to pay space
and time in media. However, some of them argue that,
those are not useless when the advertisement is
effective and reaches the target audience. The use of
public figure can attract customer to purchase the
product (Mahmudoh and Setyorini, 2010).
Even though zakat management institution (OPZ)
is a non-profit institution, it also needs innovation to
create attractive promotion in order to attract muzakki
or donors to pay their zakat to the institution. Not to
make a profit, but by improvising the marketing
strategy is expected to increase the acquisition of
zakat, so that increasingly mustahiq which is helped
by zakat.
Zakat management is important since there is a
wide gap between potency and realization of zakat in
Indonesia. According to Canggih, Fikriyah, Yasin
(2017), though Indonesia is a Muslim majority
country, which is expected to have huge zakat
potency, in 2011-2015 the amount of zakat realization,
particularly zakat on income, only reaches 1% of total
potency in the same period. Besides, among 255.5
million of Indonesian people, there is 11.2% or around
28.6 million of poor people live in Indonesia (BPS,
2016). This number is increasing compare to the prior
years. Hence, it requires deep consideration from all
parties involved to solve the problem.
Poverty alleviation is the main aim of all BAZ and
LAZ. Therefore, marketing strategy, in accordance to
shariah indeed, becomes important for them to
increase the zakat realization. Several OPZ have tried
to attract muzakki through putting up a billboard,
opening outlets or booths, using celebrity or public
figure. Nurul Hayat, one of national OPZ in Indonesia,
asks public figure such as Syech Ali Jabir, Ustadz
Arifin Ilham, Ustadz Wijayanto, Najib Abdurrauf
Bahasauan and many more to pose as its icon. In the
other hand, Dompet Dhuafa contracts celebrities,
athletes, and motivator who have positive image as
their icon such as Inneke Koesherawati, Astri Ivo,
Bambang Pamungkas, Ipho Santosa and many more.
However, a question arises from the utilization of
those public figures. Does it effective to elevate
muzakki motivation or intensity to pay zakat to those
OPZ?
Intention is part of customer behavior that looking
at customer aims or objectives to consume or utilize
services offered by producer. Theory of Planned
Fikriyah, K., Canggih, C. and Prabowo, P.
Does Utilization of Public Figure Affects People Perception towards OPZ and Their Intention to Pay ZISWAF?.
In Proceedings of the 1st International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP 2017) - Transforming Islamic Economy and Societies, pages 613-616
ISBN: 978-989-758-315-5
Copyright © 2018 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved
613

Behavior (TPB) predicts individual aim to involve in
certain behavior in particular time and place. It shows
that individual behavior is driven by behavior
intention, consists of attitude, subjective norm, and
perceived behavioral control (Ajzen, 1991).
The planned behavior theory is based on the
assumption that individuals can behave wisely in
making decisions, so they take into account and
consider all the information that is both implicitly and
explicitly and consider the consequences and impacts
of their behavior. This theory states that the intention
of a person to show or not to show a behavior is the
most determining factor whether a behavior occurs or
does not occur.
Attitude is an internal factor learned to provide
positive or negative responses to asses something
provided. Subjective norm is a person perception
about others thought that will support or unsupported
to do something. Perceived behavioral control is
perception of perception of ease or difficulty in
performing behavior.
Subjective norm refers to the perceived social
pressure to perform or not to engage in behavior,
(Ajzen, 1991). Subjective norms are normative beliefs
that relate to individual perceptions of how groups
perceive behaviors and evaluations are generally
expressed as individual motivations to adhere to
referral groups.
While behavior control is the perception of ease or
difficulty in performing a behavior. The perceived
behavioral control refers to the perception of ease or
difficulty in performing behaviors and is assumed to
reflect past experiences as well as the anticipation of
obstacles and obstacles (Ajzen, 1991).
2 METHODOLOGY
2.1 Data Collection Techniques
Data collection methods in this study are using
questionnaires. Questionnaires are given directly to
the respondent with a structured question type that
gives the respondent a fixed set of options, using a
Likert scale (1 through 5).
2.2 Research Methods
The object of this research are LAZs in Surabaya. The
subject of this research is the donator / muzakki who
was or was a donor at LAZ in Surabaya. Data were
collected using questionnaires. The sampling
technique uses purposive convenience sampling.
Sample selected based on criteria age minimum 17
years, being a muzakki or been a donator not more than
last 2 years. Samples were taken based on convenience
and closeness, and questionnaires were distributed in
Surabaya. The sample in this research is 30
respondents. The question items used in the study to
define attitude variables on behavior, subjective
norms, behavioral controls, and behavioral interests
are described in detail as follows:
Attitudes toward behavior are derived in items of
questions about trust and evaluation, namely:
 The public figure that became the endorse LAZ
is a person who has a positive image in public;
 Public figure is a reliable person (professional)
in his field;
 Public figures can be role models / motivate
people to do good;
 Public figures are people who have public trust
Subjective norms are derived from the number of
people or groups that are identified influencing a
person in making decisions in choosing services,
including:
 The opinion of some people that zakat must be
at LAZ
 LAZ
 Public figure
The control behavior is derived and in the items
of question which refers to the perception of ease or
difficulty to perform the behavior and is assumed to
reflect past experiences as well as the anticipation of
obstacles and obstacles (Ajzen, 1991). The perceived
behavioral control is the perception of ease or
difficulty to pay at the zakat institution that uses the
public endorse of the figure. For example, related to:
 The tranquility of paying zakat in the zakat
institution is considered credible
 Satisfaction because the institution of zakat is
also used his services by public figures.
Here is a table that lists the questions in the
questionnaire:
Table 1. Questionnaire.
Var
Statements
1
Attitudes
The public figure that became the
endorse LAZ is a person who has
a positive image in public;
2
Attitudes
Public figure is a reliable person
(professional) in his field;
3
Attitudes
Public figures can be role models
/ motivate people to do good;
4
Attitudes
Public figures are people who
have public trust
ICIEBP 2017 - 1st International Conference on Islamic Economics, Business and Philanthropy
614

Var
Statements
5
Subjective
norms
The opinion of some people that
zakat must be at LAZ
6
Subjective
norms
LAZ
7
Subjective
norms
Public figure
8
control
behavior
The tranquility of paying zakat in
the zakat institution is considered
credible
9
control
behavior
Satisfaction because the
institution of zakat is also used
his services by public figures
3 DATA ANALYSIS
In general, the results obtained from the analysis of the
questionnaire that the average answer for the
statement number 1 to number 9 has a tendency to the
neutral answer. And having a middle value leads to
agree on the existing statement, as well as the frequent
answers that come up close to the answer to agree on
the statement submitted. Where the standard deviation
from the results of data obtained ranges from value 1,
it can be said that the answer may change from
initially neutral to then approve or reject the statement
that has been delivered.
To be clearer about the resulting as follows:
3.1 Mean, Median, Modus, and
Standard Deviation
From table 2 below can be seen that for the statement
number 1 (the public figure that became the endorse
LAZ is a person who has a positive image in public),
the average respondent answered agree. Also followed
by the median value and the mode leads to the agreed
answer. However, it is possible to have neutral or
strongly agree, due to the standard deviation value.
The same results are also obtained for statements
numbered 2 to 7 (which represent the statements of
subjective norms and control behaviors). There are,
however, differences in results for the statements
contained in number 8 and also number 9.
Table 2. Mean, median, modus, and standard deviation.
Statement
Mean
Median
Modus
SD
a
1
4
4
4
1
2
4
4
4
1
3
4
4
4
1
Statement
Mean
Median
Modus
SD
a
4
4
4
4
1
5
4
4
4
1
6
4
4
4
1
7
4
4
4
1
8
3
4
4
1
9
3
3
2
1
Mean
4
4
4
1
a
Standard Deviation
The difference in results for statement number 8
and also number 9 as follows; for statement number 8
(the tranquility of paying zakat in the zakat institution
is considered credible), the average respondent chose
a neutral answer. Where the median value and mode
remain in the answer agree. As for the statement
number 9 (Satisfaction because the institution of
zakat is also used his services by public figures), the
average respondent answered neutral followed by the
median value which also answered neutral. With the
mode value in the answer does not agree to the
statement. Where for statements number 8 and
number 9 this may be possible lead to the answer
disagree and agree, along with the value of standard
deviation.
3.2 Normal Distribution and Skewness
From table 3 below it can be seen that all answers to
existing statements have been normally distributed.
There are, however, differences in the tendency in the
answers in each of the statements.
For statements 1 through 7 (which represent the
statements of subjective norms and control
behaviors), there is a tendency for respondents to
provide neutral answers. Then for the statement
number 8 (The tranquility of paying zakat in the zakat
institution is considered credible) there is a tendency
to answer disagreeing though small. As for the
statement number 9 (Satisfaction because the
institution of zakat is also used his services by public
figures) there is a tendency to answer neutral.
Table 3. Normal distribution and skewness.
Statement
Norm Dist.
Skewness
1
0,67
-0,44
2
0,64
-0,67
3
0,67
-0,44
Does Utilization of Public Figure Affects People Perception towards OPZ and Their Intention to Pay ZISWAF?
615

Statement
Norm Dist.
Skewness
4
0,64
-0,67
5
0,66
-0,75
6
0,66
-0,75
7
0,66
-0,75
8
0,75
-0,07
9
0,20
0,48
4 CONCLUSIONS
The conclusions of this study indicate that the
intensity of zakat payments is generally influenced by
the public use of figures as the endorse of the Institute
of Amil Zakat. This is demonstrated by an analysis of
three things that affect the following intensities:
 In general, respondents who are muzakki or
donors argue that the LAZ is the place where he
pays his zakat is currently holding a public figure
who has a positive image in public to become
endorse LAZ. The public figure is also known as
a reliable individual and professional in his field
and has a good work ethic. Public figures are also
considered to have public trust, as well as being
exemplary and motivating many people to do
good.
 Majority of respondents stated that anything else
that influenced him to pay Zakat on LAZ is due
to a person or a group of people who are
considered true. For example, from the public
appeal of the figure (assumption) that paying
zakat must be on the institution of zakat, but also
affected because of the figure or figure who is
considered as a role model, and LAZ who
already have a positive image before the
muzakki.
 Most of the respondents stated that when paying
zakat in the zakat institution the respondents feel
normal (neutral) do not feel certain feelings
(more calm or restless). Also in terms of
satisfaction, although the zakat institution is also
used his services by public figures figure does
not affect muzakki (neutral) satisfaction.
REFERENCES
Ajzen. I., 1991. The Theory of Planned Behaviour. In:
Organizational Behaviour and Human Decision
Process. Amherst, MA: Elsevier, 50: 179-211
BPS. https://www.bps.go.id/. Online. Accessed on 2
Oktober 2017
Canggih C, Fikriyah K, Yasin A. 2017. Inklusi Pembayaran
Zakat Di Indonesia. Jurnal Ekonomi dan Bisnis Islam
(Journal of Islamic Economics and Business). 14;3(1).
Mahmudoh., Setyorini, 2017. “Pengaruh Terapan Iklan Di
Televisi Terhadap Kesadaran Merk,” Journal.
(http://download.portalgaruda.org/article.php?article=
49058andval=4028). Online. accessed on 2 Oktober
2017.
ICIEBP 2017 - 1st International Conference on Islamic Economics, Business and Philanthropy
616