ABSTRACT
Kitabisa.com is a first-place crowd-funding platform that has successfully funded social projects. This study aims to identify the stimuli supporting the #Racheluntukdonggala campaign from Rachel Vennya’s account on the https://Kitabisa.com">Kitabisa.com as well as the donators’ motives in choosing her account. This account collected a target donation of up to 101% or similar to Rp. 804,357,444 with 7,064 donors. This qualitative study employed the post-positivism paradigm as a research design. To collect data, the interviews were done to the three primary informants and one secondary informant, including a communication psychologist. The findings of this study present the development of customer behavior in supporting crowdfunding projects.
