Social Proof as A Leveraging Variable For Purchasing Decisions
Abstract
This study aims to analyze the influence of affiliate marketing and online customer reviews on social proof and purchasing decisions on TikTok. Data collection method by distributing questionnaires to TikTok users in Central Java. The data collection technique uses quota sampling and purposive sampling method. The data analysis method uses structural Equation Modelling, with the AMOS 25 program. The results of the analysis show that the direct and indirect influence between affiliate marketing, online customer reviews on social proof and purchase decisions shows positive and significant results. Social proof is able to strengthen the relationship of the indirect influence of affiliate marketing and online customer reviews on purchasing decisions. This research combines Social Influence Theory and Theory of Planned Behaviour as a bridge to digital strategies in making purchasing decisions. TikTok needs to increase partnerships with affiliate marketers who have a good reputation and great influence in the target market.
Keywords: affiliate marketing, online customer reviews, purchase decisions, social influence theory, theory of planned behaviour
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References
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Alsayat, A. (2023). Customer decision-making analysis based on big social data using machine learning: a case study of hotels in Mecca , pages , . Neural Computing and Applications, 35, 4701–4722.
Aprilia, I. D., & Ambarwati, R. (2024). Enhancing Purchase Intentions in Online Shopping: A Case Study on Live Streaming, Credibility Of Celebrity Endorsement, and Perceived Benefits. Ekombis Review – Jurnal Ilmiah Ekonomi dan Bisnis, 12(2), 1715 – 1724|.
Arbuckle, J. (2016). IBM® SPSS® Amos™ User’s Guide.
Asadiyah, E., Ilma, M. A., Rozi, M. F., & Putri, K. A. S. (2023). The Role of Affiliate Marketing on Purchase Decision Moderated Purchase Interest on Tiktok. Asian Journal of Economics, Business and Accounting, 23(23), 76-84. doi:10.9734/ajeba/2023/v23i231172
Bilal, M., & Almazroi, A. A. (2023). Effectiveness of Fine-tuned BERT Model in Classification of Helpful and Unhelpful Online Customer Reviews. Electronic Commerce Research, 23, 2737–2757.
Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y. C. (2022). The Impact of Online Reviews on Consumers' Purchasing Decisions: Evidence From an Eye-Tracking Study. Front Psychol, 13, 865702. doi:10.3389/fpsyg.2022.865702
George, J. F. (2004). The theory of planned behavior and Internet purchasing. Internet Research, 14(3), 198–212. doi:doi:10.1108/10662240410542634
Hadiyati, E., Purnomo, E. P., & Ahmadi, R. K. (2024). Integrating Marketing Strategy: Destination Image and Digital Marketing's Impact on Tourist Interest in Banyuwangi. Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan. doi:10.24843/MATRIK:JMBK.2024.v18.i02.p06
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis. London: Pearson Education Limited.
Halim, L. V., & Devi, K. V. (2023). How Social Media Reviews and Perceived Value Affects the Purchase Intention of Beauty Products. Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan. doi:10.24843/MATRIK:JMBK.2023.v17.i02.p08
Husnayetti, Ramadhanty, C. A., & Erion. (2023). Marketing Affiliates, Influencers, and Purchase Decisions of Shopaholic Users in Jakarta. Journal of Business and Management Studies, 6(1), 63-68.
Inayah, F. R., Parakkasi, I., & Sofyan, A. S. (2023). Pengaruh Labelisasi Halal, Personal Selling dan Online Customer Review Terhadap Keputusan Pembelian (Studi Pada Follower Instagram Scarlett Whitening). Al Maal: Journal of Islamic Economics and Banking, 4(2). doi:10.31000/almaal.v4i2.6610
Kassin, S., Fein, S., & Markus, H. R. (2011). Social Psychology. 8th Edition. USA: Wadsworth.
kelman, H. (1953). Human Relations (Vol. VI). London: The Tavistock Institute.
Kwan, M. C. (2023). The Use of TikTok Affiliate Marketing for e-Commerce and Online Business. Adijaya Journal Multidisiplin, 01(1).
Liu, F., Wei, H., Wang, X., Zhu, Z., & Chen, H. A. (2023). The influence of online review dispersion on consumers’ purchase intention: The moderating role of dialectical thinking. Journal of Business Research, 165.
Mangiò, F., & Domenico, G. D. (2022). All that glitters is not real affiliation: How to handle affiliate marketing programs in the era of falsity. Business Horizons, 65(6), 765-776.
Myers, D. G. (2002). Social Psychology. (Seventh Edition. ed.). New York: McGraw-Hill Inc.
Naeem, M. (2021). Do social media platforms develop consumer panic buying during the fear of Covid-19 pandemic. Journal of Retailing and Consumer Services, 58(1). doi:doi: 10.1016/j.jretconser.2020.102226.
Nurjannah, A., & Surianto, M. A. (2022). The Influence of Tiktok, Brand Ambassador, And Brand Awareness On Shopee’s Purchase Interest. Interdisciplinary Social Studies, 4(2).
Patil, D. R., & Rane, N. L. (2023). Customer Experience And Satisfaction: Importance Of Customer Reviews And Customer Value On Buying Preference International Research Journal of Modernization in Engineering Technology and Science, 05(03). doi:https://www.doi.org/10.56726/IRJMETS36460
Putri, L., & Wandebori, H. (2016). Factors influencing cosmetics purchase intention in indonesia based on online review. Paper presented at the International Conference on Ethics of Business, Economics, and Social Science |, Yogyakarta.
Qazzaf, S. (2019). Consumer Buying Decision Process Toward Products International Journal of Scientific Research and Engineering Development, 2(5), 130-134.
Rochman, N. T., Anggraeni, E., Syarief, R., & Tuti, M. (2022). Gender Based Differences in Business Model, Online Community Participation and Period of Becoming Entrepreneur in Relation to Product Creativity and Social Marketing. Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan. doi:10.24843/MATRIK:JMBK.2022.v16.i02.p01
Shah, S. S., & Asghar, Z. (2023). Dynamics of social influence on consumption choices: A social network representation. Heliyon, 9(7).
Sihombing, E. H., Martin, Nasib, Tambunan, D., & Amelia, R. (2023). The Influence Of Marketing And Affiliate Marketing Communications On Increasing Sales Volume. Jurnal Ekonomi, 12(03).
Siregar, W. L., Syafrijon, Ganefri, Yulastri, A., Giatman, Ambiyar, & Jalinus, N. (2023). Analisis_Perilaku Konsumen dalam Transaksi E-Commerce. Indonesian Journal of Computer Science, 12(6).
Stone, M., Aravopoulou, Eleni, Ekinci, & Yuksel. (2020). Artificial Intelligence (AI) in Strategic Marketing Decision-Making: A research agenda. The Bottom Line, 3(4).
Sulistiyani, E., Hermawan, I., Anuar, A., Ayuwardani, M., Nugroho, B. S., & Siagian, S. M. R. (2023). Don’t Be Afraid to Change: a Study of Mediation Variables. Jurnal Dinamika Manajemen, 14(1), 22-30.
Sulistiyani, E., Rustono, R., Ilyasa, Z. F., Astuti, R. a. D., Wahyuni, S., & Carli. (2024). How Firms Achieve Competitive Advantage And Business Performance: Dynamic Capability Theory Point of View. Asian Journal of Management Entrepreneurship and Social Science, 4(4), 1267-1284.
Sulistiyani, E., Wahyuni, S., Setyadi, D., Karnowahadi, & Rustono. (2024). Determinant of Gold Investment Decision in Z Generation: A Study of Planned Behavior and Social Learning Theory. MANAGEMENT AND ACCOUNTING REVIEW,, 23(1), 497-519.
Syrdal, H. A., Myers, S., & McDowell, W. C. (2023). Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior. Journal of Business Research, 4(5).
Ul Haq, Z. (2012). Affiliate marketing programs: A study of consumer attitude towards affiliate marketing programs among Indian users. International Journal of Research Studies in Management, 1(1), 127-137. doi:https://doi.org/10.5861/ijrsm.2012.v1i1.84
Wandira, A., & Rahman, T. (2021). Islamic Branding, Viral Marketing, Online Consumer Review, and Purchasing Decision: The Mediating Role of Purchase Intention. Paper presented at the Annual International Conference on Islamic Economics and Business, Surakarta.
Yadav, N., Verma, S., & Chikhalkar, R. (2023). Online reviews towards reducing risk. Journal of Tourism Futures, 10(2), 299-316. doi:10.1108/jtf-01-2022-0016
Zhai, M., Wang, X., & Zhao, X. (2024). The importance of online customer reviews characteristics on remanufactured product sales: Evidence from the mobile phone market on Amazon.com. Journal of Retailing and Consumer Services, 77(3).
Ajzen, I. (1991). The Theory of Planned Behaviour. Organizational Behavior and Human Decesion Process, 50, 179-211.
Aliedan, M. M., Elshaer, I. A., Alyahya, M. A., & Sobaih, A. E. E. (2022). Influences of University Education Support on Entrepreneurship Orientation and Entrepreneurship Intention: Application of Theory of Planned Behavior. Sustainability, 14(20). doi:10.3390/su142013097
Alsayat, A. (2023). Customer decision-making analysis based on big social data using machine learning: a case study of hotels in Mecca , pages , . Neural Computing and Applications, 35, 4701–4722.
Aprilia, I. D., & Ambarwati, R. (2024). Enhancing Purchase Intentions in Online Shopping: A Case Study on Live Streaming, Credibility Of Celebrity Endorsement, and Perceived Benefits. Ekombis Review – Jurnal Ilmiah Ekonomi dan Bisnis, 12(2), 1715 – 1724|.
Arbuckle, J. (2016). IBM® SPSS® Amos™ User’s Guide.
Asadiyah, E., Ilma, M. A., Rozi, M. F., & Putri, K. A. S. (2023). The Role of Affiliate Marketing on Purchase Decision Moderated Purchase Interest on Tiktok. Asian Journal of Economics, Business and Accounting, 23(23), 76-84. doi:10.9734/ajeba/2023/v23i231172
Bilal, M., & Almazroi, A. A. (2023). Effectiveness of Fine-tuned BERT Model in Classification of Helpful and Unhelpful Online Customer Reviews. Electronic Commerce Research, 23, 2737–2757.
Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y. C. (2022). The Impact of Online Reviews on Consumers' Purchasing Decisions: Evidence From an Eye-Tracking Study. Front Psychol, 13, 865702. doi:10.3389/fpsyg.2022.865702
George, J. F. (2004). The theory of planned behavior and Internet purchasing. Internet Research, 14(3), 198–212. doi:doi:10.1108/10662240410542634
Hadiyati, E., Purnomo, E. P., & Ahmadi, R. K. (2024). Integrating Marketing Strategy: Destination Image and Digital Marketing's Impact on Tourist Interest in Banyuwangi. Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan. doi:10.24843/MATRIK:JMBK.2024.v18.i02.p06
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis. London: Pearson Education Limited.
Halim, L. V., & Devi, K. V. (2023). How Social Media Reviews and Perceived Value Affects the Purchase Intention of Beauty Products. Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan. doi:10.24843/MATRIK:JMBK.2023.v17.i02.p08
Husnayetti, Ramadhanty, C. A., & Erion. (2023). Marketing Affiliates, Influencers, and Purchase Decisions of Shopaholic Users in Jakarta. Journal of Business and Management Studies, 6(1), 63-68.
Inayah, F. R., Parakkasi, I., & Sofyan, A. S. (2023). Pengaruh Labelisasi Halal, Personal Selling dan Online Customer Review Terhadap Keputusan Pembelian (Studi Pada Follower Instagram Scarlett Whitening). Al Maal: Journal of Islamic Economics and Banking, 4(2). doi:10.31000/almaal.v4i2.6610
Kassin, S., Fein, S., & Markus, H. R. (2011). Social Psychology. 8th Edition. USA: Wadsworth.
kelman, H. (1953). Human Relations (Vol. VI). London: The Tavistock Institute.
Kwan, M. C. (2023). The Use of TikTok Affiliate Marketing for e-Commerce and Online Business. Adijaya Journal Multidisiplin, 01(1).
Liu, F., Wei, H., Wang, X., Zhu, Z., & Chen, H. A. (2023). The influence of online review dispersion on consumers’ purchase intention: The moderating role of dialectical thinking. Journal of Business Research, 165.
Mangiò, F., & Domenico, G. D. (2022). All that glitters is not real affiliation: How to handle affiliate marketing programs in the era of falsity. Business Horizons, 65(6), 765-776.
Myers, D. G. (2002). Social Psychology. (Seventh Edition. ed.). New York: McGraw-Hill Inc.
Naeem, M. (2021). Do social media platforms develop consumer panic buying during the fear of Covid-19 pandemic. Journal of Retailing and Consumer Services, 58(1). doi:doi: 10.1016/j.jretconser.2020.102226.
Nurjannah, A., & Surianto, M. A. (2022). The Influence of Tiktok, Brand Ambassador, And Brand Awareness On Shopee’s Purchase Interest. Interdisciplinary Social Studies, 4(2).
Patil, D. R., & Rane, N. L. (2023). Customer Experience And Satisfaction: Importance Of Customer Reviews And Customer Value On Buying Preference International Research Journal of Modernization in Engineering Technology and Science, 05(03). doi:https://www.doi.org/10.56726/IRJMETS36460
Putri, L., & Wandebori, H. (2016). Factors influencing cosmetics purchase intention in indonesia based on online review. Paper presented at the International Conference on Ethics of Business, Economics, and Social Science |, Yogyakarta.
Qazzaf, S. (2019). Consumer Buying Decision Process Toward Products International Journal of Scientific Research and Engineering Development, 2(5), 130-134.
Rochman, N. T., Anggraeni, E., Syarief, R., & Tuti, M. (2022). Gender Based Differences in Business Model, Online Community Participation and Period of Becoming Entrepreneur in Relation to Product Creativity and Social Marketing. Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan. doi:10.24843/MATRIK:JMBK.2022.v16.i02.p01
Shah, S. S., & Asghar, Z. (2023). Dynamics of social influence on consumption choices: A social network representation. Heliyon, 9(7).
Sihombing, E. H., Martin, Nasib, Tambunan, D., & Amelia, R. (2023). The Influence Of Marketing And Affiliate Marketing Communications On Increasing Sales Volume. Jurnal Ekonomi, 12(03).
Siregar, W. L., Syafrijon, Ganefri, Yulastri, A., Giatman, Ambiyar, & Jalinus, N. (2023). Analisis_Perilaku Konsumen dalam Transaksi E-Commerce. Indonesian Journal of Computer Science, 12(6).
Stone, M., Aravopoulou, Eleni, Ekinci, & Yuksel. (2020). Artificial Intelligence (AI) in Strategic Marketing Decision-Making: A research agenda. The Bottom Line, 3(4).
Sulistiyani, E., Hermawan, I., Anuar, A., Ayuwardani, M., Nugroho, B. S., & Siagian, S. M. R. (2023). Don’t Be Afraid to Change: a Study of Mediation Variables. Jurnal Dinamika Manajemen, 14(1), 22-30.
Sulistiyani, E., Rustono, R., Ilyasa, Z. F., Astuti, R. a. D., Wahyuni, S., & Carli. (2024). How Firms Achieve Competitive Advantage And Business Performance: Dynamic Capability Theory Point of View. Asian Journal of Management Entrepreneurship and Social Science, 4(4), 1267-1284.
Sulistiyani, E., Wahyuni, S., Setyadi, D., Karnowahadi, & Rustono. (2024). Determinant of Gold Investment Decision in Z Generation: A Study of Planned Behavior and Social Learning Theory. MANAGEMENT AND ACCOUNTING REVIEW,, 23(1), 497-519.
Syrdal, H. A., Myers, S., & McDowell, W. C. (2023). Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior. Journal of Business Research, 4(5).
Ul Haq, Z. (2012). Affiliate marketing programs: A study of consumer attitude towards affiliate marketing programs among Indian users. International Journal of Research Studies in Management, 1(1), 127-137. doi:https://doi.org/10.5861/ijrsm.2012.v1i1.84
Wandira, A., & Rahman, T. (2021). Islamic Branding, Viral Marketing, Online Consumer Review, and Purchasing Decision: The Mediating Role of Purchase Intention. Paper presented at the Annual International Conference on Islamic Economics and Business, Surakarta.
Yadav, N., Verma, S., & Chikhalkar, R. (2023). Online reviews towards reducing risk. Journal of Tourism Futures, 10(2), 299-316. doi:10.1108/jtf-01-2022-0016
Zhai, M., Wang, X., & Zhao, X. (2024). The importance of online customer reviews characteristics on remanufactured product sales: Evidence from the mobile phone market on Amazon.com. Journal of Retailing and Consumer Services, 77(3).
Published
2025-02-28
How to Cite
SULISTIYANI, Endang.
Social Proof as A Leveraging Variable For Purchasing Decisions.
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan, [S.l.], p. 33 - 44, feb. 2025.
ISSN 2302-8890.
Available at: <https://ojs.unud.ac.id/index.php/jmbk/article/view/122202>. Date accessed: 25 mar. 2025.
doi: https://doi.org/10.24843/MATRIK:JMBK.2025.v19.i01.p04.
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
