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DIGITAL CONTENT STRATEGY: HOW SOCIAL PROOF INFLUENCES PURCHASING DECISIONS

Journal of Business Studies and Management Review · Vol. 8 No. 2 (2025) · hlm. 239–243

DOI
10.22437/jbsmr.v8i2.46134
ISSN
2597-6265, 2597-369X
Terbit
2025-06-30
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

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.

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Ade OctaviaAfiliasi tidak diketahui3
Yayuk SriayudhaAfiliasi tidak diketahui3
Ade Titi NifitaAfiliasi tidak diketahui3
Garry Yuesa RosyidAfiliasi tidak diketahui2
Zulfina AdrianiAfiliasi tidak diketahui2
MusnainiAfiliasi tidak diketahui2
Dahmiri DahmiriAfiliasi tidak diketahui1
Fitri WidiasturiAfiliasi tidak diketahui1
Muhammad IhsanInstitut Agama Islam Negeri Kendari1
Shofia AminAfiliasi tidak diketahui1
Anggun SyamsasniAfiliasi tidak diketahui1
Salsabila IsfaAfiliasi tidak diketahui1
Ar Kacio MaharaniAfiliasi tidak diketahui1
Novita EkasariAfiliasi tidak diketahui1
M. Yofi febriantoAfiliasi tidak diketahui1
Raja Sharah FatriciaAfiliasi tidak diketahui1
Meirinda SiregarAfiliasi tidak diketahui1
Syakira MentariAfiliasi tidak diketahui1
Besse WediawatiAfiliasi tidak diketahui1
Duadja Given Jay Dev SimatupangAfiliasi tidak diketahui1
Khori Esa MahendraAfiliasi tidak diketahui1
Ridhwan RidhwanAfiliasi tidak diketahui1
Lucky Enggrani FitriAfiliasi tidak diketahui1
Muspawi MuspawiAfiliasi tidak diketahui1
Yenny YuniartiAfiliasi tidak diketahui1
Maulidia Imastary TanAfiliasi tidak diketahui1
Adi Ikhsan Syukri AmriAfiliasi tidak diketahui1

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">DIGITAL CONTENT STRATEGY: HOW SOCIAL PROOF INFLUENCES PURCHASING DECISIONS</dc:title>
	<dc:creator xml:lang="en">Siregar, Ade Perdana</dc:creator>
	<dc:creator xml:lang="en">Setiawan, Wahyu Juari</dc:creator>
	<dc:subject xml:lang="en">Digital Content Marketing</dc:subject>
	<dc:subject xml:lang="en">Social Proof</dc:subject>
	<dc:description xml:lang="en">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.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/46134</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v8i2.46134</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025; 239-243</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/46134/21919</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Ade Perdana Siregar, Wahyu Juari Setiawan</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>