Digitalisasi crowdfunding di Indonesia telah menjadi sorotan penting dalam beberapa tahun terakhir, terutama dalam situasi darurat yang memerlukan bantuan cepat, seperti bencana alam. Platform crowdfunding digital, seperti Kitabisa, telah mengubah cara penggalangan dana dilakukan, dari metode tradisional menjadi lebih cepat melalui teknologi digital. Penelitian ini bermaksud membahas bagaimana digitalisasi crowdfunding di Indonesia dan bagaimana digitalisasi crowdfunding sebagai manifestasi personal branding influencer di Indonesia.
Penelitian menggunakan metode kualitatif dengan pendekatan studi kasus kolektif, data dikumpulkan dan dianalisis melalui analisis konten digital crowdfunding pada media sosial Instagram.
Hasil penelitian menunjukkan bahwa digitalisasi crowdfunding di Indonesia tumbuh melalui adopsi teknologi seperti e-wallet dan media sosial yang membangun keterikatan emosional dan meningkatkan kepercayaan, menjadikannya metode andal untuk penggalangan dana sosial. Adapun Influencer di Indonesia memanfaatkan jaringan sosial digital dan personal branding yang autentik untuk menjalankan kampanye crowdfunding secara konsisten, membangun kepercayaan dan loyalitas audiens, serta memperluas dukungan publik terhadap inisiatif sosial.

ABSTRACT:
The digitalization of crowdfunding in Indonesia has become a significant focus in recent years, particularly during emergencies requiring swift assistance, such as natural disasters. Digital crowdfunding platforms, such as Kitabisa, have revolutionized fundraising by shifting from traditional methods to faster, technology-driven approaches. This study aims to explore the digitalization of crowdfunding in Indonesia and examine how it serves as a manifestation of influencers' personal branding in the country.
The research adopts a qualitative methodology with a collective case study approach, collecting and analyzing data through content analysis of digital crowdfunding campaigns on Instagram.
The result of the study that the digitalization of crowdfunding in Indonesia has advanced through the adoption of technologies such as e-wallets and social media, fostering emotional engagement and enhancing trust, making it a reliable method for social fundraising. Moreover, influencers in Indonesia utilize digital social networks and authentic personal branding to execute consistent crowdfunding campaigns, building trust and audience loyalty while expanding public support for social initiatives.