Implementation of service marketing strategies to improve donor experience and loyalty on the Infak.id platform

https://doi.org/10.35912/gabs.v2i1.3582
Published: Oct 20, 2025

Abstract:

Purpose: This study aimed to explore the underlying factors contributing to the relatively low number of repeat donors on the Infak.id platform, which has constrained growth in donation activities. It also seeks to map possible business improvisations and propose service marketing strategies to address these challenges and enhance the platform’s long-term performance.

Research Methodology: A quantitative approach was adopted, utilizing tools such as Canva Persona, Customer Journey Mapping, and Service Marketing Design. These methods were employed to investigate donor behavior, analyze user experiences across various touchpoints, and identify service gaps that may hinder repeat donations. Data were collected through surveys and processed using descriptive statistical techniques to highlight key patterns and donor pain points.

Results: The findings indicate that donors encounter less engaging experiences, particularly in the final stages of interaction with the platform. Although overall satisfaction rates remain high, limited post-donation engagement significantly reduces intentions to donate again. This suggests the need for improvements not only in the donation process but also in maintaining meaningful relationships after transactions.

Conclusions: Enhancing donor experience through optimizing business process flows, introducing features such as donation reminders and auto-debit systems, and improving transparency in fund reporting is essential to strengthen engagement and loyalty. These strategies are expected to increase repeat donations and improve financial sustainability.

Limitations: This study focused on a single platform and relied mainly on quantitative data, potentially overlooking deeper qualitative donor motivations.

Contribution: This study provides a practical framework for applying service marketing strategies to digital philanthropic platforms, offering insights to improve user experience, satisfaction, and loyalty.

Keywords:
1. Loyalty
2. Repeat Donation
Authors:
Rendi Septiyan Nugraha
Institut Teknologi Bandung, Indonesia
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How to Cite
Nugraha, R. S. . (2025). Implementation of service marketing strategies to improve donor experience and loyalty on the Infak.id platform. Global Academy of Business Studies, 2(1), 19–32. https://doi.org/10.35912/gabs.v2i1.3582
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Issue & Section
Vol. 2 No. 1 (2025): July
Articles
References

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    Zairina, S., Wibisono, C., Ngaliman, N., Indrayani, I., & Satriawan, B. (2023). The influence of product quality, prices, and promotions on buyer decisions in the Small and Medium industry handicrafts of Tanjungpinang City. Journal of Multidisciplinary Academic Business Studies, 1(1), 13-25. doi:https://doi.org/10.35912/jomabs.v1i1.1778

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  2. Alie, M. S., Fitri, E. R., Desmon, D., Nasir, M., & Meidasari, E. (2024). The influence of Good Corporate Governance on the financial performance of State-Owned Enterprises listed on the Indonesia Stock Exchange. Journal of Multidisciplinary Academic Business Studies, 2(1), 21-33. doi:https://doi.org/10.35912/jomabs.v2i1.2507
  3. Alkitbi, S. S., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2020). Factors affect customer retention: A systematic review. Paper presented at the International conference on advanced intelligent systems and informatics.
  4. Arslan, I. K. (2020). The importance of creating customer loyalty in achieving sustainable competitive advantage. Eurasian Journal of Business and Management, 8(1), 11-20. doi:https://doi.org/10.15604/ejbm.2020.08.01.002
  5. Awaritefe, O., & Ejemeyovwi, D. O. (2019). Evaluating tourism potentials for site development tourism along River Ethiope, Abraka, Nigeria. Journal of Sustainable Tourism and Entrepreneurship, 1(2), 151-164.
  6. Bezzina, F., Camilleri, E., & Marmarà, V. (2021). Societal Impact of Public Service Reforms. Public Service Reforms in a Small Island State: The Case of Malta, 195-209. doi:https://doi.org/10.1007/978-3-030-74357-4_9
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  9. Følstad, A., Nordheim, C. B., & Bjørkli, C. A. (2018). What makes users trust a chatbot for customer service? An exploratory interview study. Paper presented at the Internet Science: 5th International Conference, INSCI 2018, St. Petersburg, Russia, October 24–26, 2018, Proceedings 5.
  10. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of marketing, 56(1), 6-21.
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  12. Girsang, F. J., & Purnama, E. D. (2025). The effect of financial literacy, financial experience, financial self-efficacy on consumption behavior with financial technology as a mediating variable in the millennial generation. Journal of Multidisciplinary Academic Business Studies, 2(2), 79-96. doi:https://doi.org/10.35912/jomabs.v2i2.2695
  13. Harjanto, H. C., Ellitan, L., & Muljani, N. (2021). The influence of brand experience and emotional attachment on brand trust and brand Loyalty Church Mawar Sharon, West Surabaya. Research In Management and Accounting (RIMA), 4(1), 24-36. doi:https://doi.org/10.33508/rima.v4i1.3062
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  22. Muharam, H., Chaniago, H., Endraria, E., & Harun, A. B. (2021). E-service quality, customer trust and satisfaction: market place consumer loyalty analysis. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(2), 237-254.
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  24. Pantouvakis, A., & Gerou, A. (2022). The theoretical and practical evolution of customer journey and its significance in services sustainability. Sustainability, 14(15), 9610. doi:https://doi.org/10.3390/su14159610
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  28. Septianto, F., & Tjiptono, F. (2019). The interactive effect of emotional appeals and past performance of a charity on the effectiveness of charitable advertising. Journal of Retailing and Consumer Services, 50, 189-198. doi:https://doi.org/10.1016/j.jretconser.2019.05.013
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