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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) · pp. 239–243

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

Abstract

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.

Keywords

Collaboration network of the authors

32 authors · 78 co-authorship links · 1 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Jambi
  • Hasanuddin University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Ade OctaviaUniversitas Jambi3
Yayuk SriayudhaUniversitas Jambi3
Zulfina AdrianiUniversitas Jambi2
Garry Yuesa RosyidUniversitas Jambi2
Ade Titi NifitaUniversitas Jambi2
MusnainiUniversitas Jambi2
Dahmiri DahmiriUniversitas Jambi1
Sumarni SumarniUniversitas Jambi1
Dian Mala Fithriani AiraUniversitas Jambi1
Fitri WidiasturiUniversitas Jambi1
Zulfanetti ZulfanettiUniversitas Jambi1
Muhammad Faqih IhsanHasanuddin University1
Shofia AminUniversitas Jambi1
Anggun SyamsasniUniversitas Jambi1
Salsabila IsfaAffiliation unknown1
Salsabila IsfaAffiliation unknown1
Ar Kacio MaharaniUniversitas Jambi1
Novita EkasariUniversitas Jambi1
M. Yofi febriantoUniversitas Jambi1
Raja Sharah FatriciaUniversitas Jambi1
Meirinda SiregarUniversitas Jambi1
Syakira MentariUniversitas Jambi1
Besse WediawatiUniversitas Jambi1
Duadja Given Jay Dev SimatupangUniversitas Jambi1
Ridhwan RidhwanUniversitas Jambi1
Lucky Enggrani FitriUniversitas Jambi1
Muspawi MuspawiUniversitas Jambi1
Yenny YuniartiUniversitas Jambi1
Maulidia Imastary TanUniversitas Jambi1
Adi Ihsan Syukri AmriUniversitas Jambi1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (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>
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	<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>
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