This study aims to determine the characteristics and preferences of society Sukabumi in making decisions to pay zakat. The number of respondents in this study were 204 respondents using purposive sampling technique. Data analysis method used the analysis factors. This study refers to the 14 variables that are assumed to affect the community sukabumi in the decision to pay zakat, namely confidence, communication, family, knowledge, reference group, motivation, interaction, teaching culture,

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... vements, job, lifestyle, culture implanted, and cultural appropriateness. Confidence greatly influenced the decision to pay zakat through non LPZ. Meanwhile, the factors that influence the decision to pay zakat through the institution of zakat is communication.