DIGITAL CONTENT STRATEGY: HOW SOCIAL PROOF INFLUENCES PURCHASING DECISIONS
DOI:
https://doi.org/10.22437/jbsmr.v8i2.46134Keywords:
Digital Content Marketing, Social ProofAbstract
The growth of the creative industry in Indonesia has become a pillar in the economy, this phenomenon has illustrated that human resources have the potential to be ready for competitiveness towards foreign countries. Marketing through online media has become an idol for business actors, in addition to being very easy to use, it is supported by small promotional costs. Managing information content on social media is very important, in addition to creating attraction, it also fosters consumer trust to choose to transact to buy a product. The objectives of this study are (1) To examine the influence of smart digital content marketing on purchasing decisions; (2) To examine the influence of smart digital content marketing on social proof; (3) To examine the influence of social proof on purchasing decisions; (4) To examine the role of social proof in mediating the influence of smart digital content marketing on purchasing decisions. The data analysis method used is Structural Equation Modeling (SEM) measurement using SmartPLS software. The results of the analysis show that Smart Digital Content Marketing has a positive and significant effect on Purchasing Decisions. In addition, Social Proof also has a significant effect on Purchasing Decisions and mediates the relationship between Smart Digital Content Marketing and Purchasing Decisions. This finding confirms the importance of the presence of social proof as a reinforcement of the effectiveness of digital marketing strategies in driving consumer purchasing decisions.
Downloads
References
Apejoye, Influence of Celebrity Endorsement of Advertisement on Students’ Purchase Intention. J Mass Communicat Journalism 3:152 (2013)
Amblee, and T. Bui, Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts, International Journal of Electronic Commerce, 16, 2, 91–113 (2012)
Assiouras, O. Ozgen & G. Skourtis, The impact of corporate social responsibility in food industry in product-harm crises. British Food Journal, 115(1, SI), 108–123 (2013)
Asur, B. A. Huberman, G. Szabo, and C. Wang, Trends in social media - persistence and decay. In 5th International AAAI Conference on Weblogs and SocialMedia, (2012).
Badan Ekonomi Kreatif (2019), Infografis Sebaran Pelaku Ekonomi Kreatif, Badan Ekonomi Kreatif Indonesia,
Badan Pusat Statistik (2020), Indeks Tendensi Konsumen Provinsi Jambi Triwulan IV-2019, BPS Provinsi Jambi
Badan Pusat Statistik (2018), Profil Industri Mikro Kecil Provinsi Jambi 2018, BPS Provinsi Jambi
Bicks, Becky (2016), “All You Need to Know About Content Marketing vs. Traditional Marketing,” at: https://ozcontent.com/blog/content-marketingvs-traditional-marketing/, Accessed date: 3 April 2018.
Chen, Y., Fay, S., & Wang, Q. (2020). The Role of Social Proof in Digital Content Marketing. Journal of Interactive Marketing, 5
Chen, H. Xu, & A.B. Whinston, Moderated online communities and quality of user-generated content, Journal of Management Information Systems, 28, 2, pp. 237-268 (2011)
Cialdini, R. B. (2001). Influence: Science and Practice. Allyn & Bacon.
Devumi (2016). Retreived from https://devumi.com/social-proof-in-digital-success/
Dzisah and C.E. Ocloo, Celebrity Endorsement and Consumer Buying Behaviour; Enhancing the Promotion Function of Marketing in the Central Business Area of Accra, Ghana. European Journal of Business and Management. Vol.5, No.25, 2013 (2013)
Elkin, Tobi (2017), “Global Content Marketing Revenues Poised for 14% Growth in 2017,” at: https://www.mediapost.com/publications/article/305786/global-content-marketing-revenues-poised-for-14-g.html, Accessed date: 18 January 2018.
Engel, F James. 2010. Perilaku Konsumen. Jakarta: Binarupa Aksara.
Filieri, R., Alguezaui, S., & McLeay, F. (2015). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism Management, 51.
Firdayanti, R. (2012). Persepsi Risiko Melakukan E-Commerce dengan Kepercayaan Konsumen dalam Membeli Produk Fashion Online. Journal of Social and Industrial Psychology, 2-4
Ghozali, Imam. 2005. Aplikasi Analisis Mutivariate dengan Program SPSS. Semarang : UNDIP
Ghozali, Imam. 2009. Aplikasi Analisis Multivariate dengan Program SPSS. Semarang : Badan Penerbit Universitas Diponegoro.
Hayu, Rina Suthia 2019, Smart Digital Content Marketing, Strategi Membidik Konsumen Millenial Indonesia, Jurnal Manajemen dan Kewirausahaan 2019, 61-69
Hendrata, Y. K., Purbandari, T., & Mujilan. (2013). Pengaruh Structural Assurance dan Perceived Reputation terhadap Trust Pengguna Internet di Sistem E-commerce. Jurnal Riset Manajemen dan Akuntansi, 82
Holliman, Geraint and Jennifer Rowley (2014), “Business to Business Digital Content Marketing: Marketers' Perceptions of Best Practice,” Journal of Research in Interactive Marketing, 8, 4, 269–93.
Karr, D. (2016).”How To Map Your Content To Unpredictable Customer Journeys. Meltwater Outside Insight
Kim, D. J., Ferrin, D. L., dan Rao, H. R. (2008). A Trust-based Consumer Decisionmaking Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents. Decicion Support Systems, 544-564.
Kim, J., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2).
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Kucuk, S. U., & Krishnamurty, S. (2007, Februari). An Analysis of Consumer Power On The Internet.Technovation, 27, 47 – 56.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6).
Meskaran, F., Ismail, Z., dan Shanmugam, B. (2013). Online Purchase Intention: Effects of Trust and Security Perception. Australian Journal of Basic and Applied Sciences. Vol. 7(6): 307-315.
Nielsen. (2014). E-commerce: evolution or revolution in the fast-moving consumer goods world? Retrieved from http://ir.nielsen.com/files/doc_financials/Nielsen-Global-E-commerce-Report-August-2014.pdf.
Norizan Kassim, Mor Asiah Abdullah. 2010. The Effect of perceived service quality deminsions on customer satisfaction, trust and loyality in e-commerce settings : A cross cultural analysis, Asia Pacific Journal of Marketing and Logistic, vol 22 issue 3 pp 351-371
Park, C., Lee, T. M., & Han, I. (2007). The Effect of On-line Consumer Reviews on Consumer Purchasing Intention. Advances in Consumer Research, 34.
Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with The Technology Acceptance Model. International Journal of Electronic Commerce. Vol 7(3), hal 101-134.
Putri NM, Rahyuda H. 2017. Pengaruh tingkat financial literacy dan faktor sosiodemografi terhadap perilaku keputusan investasi individu. E-jurnal Ekonomi dan Bisnis Universitas Udayana. 6(9): 3407-3434.
Rahim, R. Aravinthan & N.S. Hooi, Man dupes online shoppers. The Star, pp. 40 (2015, October 2)
Rao, H.R. Greve and G.F. Davis, Fool’s gold: Social proof in the initiation and abandonment of coverage by Wall Street analysts. Administrative Science Quarterly, 46, 3 (2001), 502–526 (2001)
Sarwono, Jonathan. 2011. Metode Riset Skripsi;Pendekatan Kuantitatif Menggunakan Prosedur SPSS. Jakarta: Media Komputindo.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior. Pearson Education.
Setiadi, Nugroho J. 2010. Perilaku Konsumen. Jakarta: Kencana
Thackeray, B.L Neiger, A.K. Smith & S.B. Van Wagenen, Adoption and use of social media among public health departments. BMC Public Health 12:242 (2012)
Tsitsi, et. al., “The Adoption of Social Media Marketing in South African Banks”, European Business Review, Vol. 25:4 (2013), hal. 366.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ade Perdana Siregar, Wahyu Juari Setiawan
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
.png)
