Makassar, South Sulawesi—The
Effect of Social Proof on Consumer Trust in New Online Stores. This research
was conducted by Nurul Haeriyah Ridwan, Damas Gianlugi Alrizqi, and Mildayanti
from Makassar State University in a scientific article published in the East
Asian Journal of Multidisciplinary Research (Vol. 5 No. 2, 2026).
Research conducted by Nurul
Haeriyah Ridwan, Damas Gianlugi Alrizqi, and Mildayanti revealed that in the
digital ecosystem, public voices are the main foundation for the formation of
the initial reputation of startups. Without authentic social proof, new online
stores tend to be perceived as risky and difficult to gain market trust.
Challenges
for Student Startups in the Digital Economy Era
The growth of
young entrepreneurs in Indonesia continues to increase, including among
students. However, early-stage digital businesses face a classic problem: they
don't have enough transaction track records to convince potential buyers. In
this context, consumers face information asymmetry. They cannot check the
quality of the products directly. As a result, purchasing decisions rely
heavily on external signals available on digital platforms.
Ridwan and the
research team highlighted that customer reviews, star ratings, and social media
interactions now serve as "second eyes" for consumers in assessing
the credibility of new online stores
Survey on
Students with High Digital Literacy
This research
involved 50 students of the Entrepreneurship Study Program, State University of
Makassar who had at least five years of online shopping experience. Respondents
were selected purposively because they were considered to have mature digital
literacy and were able to evaluate the credibility of the store objectively
The method used
was a quantitative survey with simple linear regression analysis using SPSS.
Two main variables were tested:
- Social Proof (reviews, ratings, testimonials, proof
of transactions)
- Consumer Trust (level of trust in new online stores)
The research
instrument was declared valid and reliable, with a Cronbach's Alpha value of
0.947 for social proof and 0.895 for consumer trust
Very Strong
and Significant Relationships
The results of
the analysis show a very strong relationship between social proof and consumer
trust.
Some key
findings:
- A correlation value (R) of 0.916 indicates a very
strong relationship.
- The regression equation Y = 16.057 + 0.791X shows
that every increase in social proof is followed by a significant increase
in trust.
- The significance value of 0.003 (<0.05) and t
count 9.837 prove that this influence is statistically significant
This means that the stronger and more authentic the social proof
displayed, the more likely a new online store is to gain consumer trust.
Social Proof
as the "Currency" of Digital Reputation
This study uses
the framework of Signaling Theory to explain how external signals help
consumers reduce uncertainty.
In practice,
social proof functions as:
- Reduced transaction risk perception
- Substitute for physical experience of the product
- Cheap and effective initial reputation capital
- Instruments of startup business legitimacy
Students as a
representation of Generation Z show critical consumption behavior. They not
only look at the number of reviews, but assess the quality of the narrative and
the consistency of the testimonials. Too many uniform reviews can actually
trigger suspicion.
The Threat
of Fake Reviews and the Digital Ethics Crisis
This study also
warns of the potential misuse of social proof through the practice of fake
reviews. Review manipulation can undermine long-term trust and create systemic
degradation in the digital ecosystem.
Consumers with
high digital literacy tend to be skeptical of testimonials that look too
perfect. Therefore, authenticity and transparency are key factors for the
success of a digital reputation strategy. Ridwan and his team emphasized that
social proof management must be carried out ethically and responsibly to
maintain business sustainability
Implications
for Students, MSMEs, and Digital Platforms
The results of
this study carry a strategic message for start-ups:
1. Encourage
organic reviews with real-life narratives.
2.
Respond to negative reviews professionally and
openly.
3.
Avoid buying or manipulating testimonials.
4. Build
consistent, transparent digital interactions.
For e-commerce
platforms and policymakers, a transparent rating system and oversight of fake
reviews are essential elements to maintain the integrity of the digital market.
This research also expands the discourse on Signaling Theory in the context of
early-stage digital entrepreneurship. Digital reputation is no longer just a
complement to promotion, but the foundation of business sustainability.
Author
Profile
1. Nurul
Haeriyah Ridwan, S.E., M.M. – Lecturer of Business and Entrepreneurship,
Makassar State University. Research focus on digital entrepreneurship and
consumer behavior.
2.
Damas Gianlugi Alrizqi – Researcher in
entrepreneurship and digital marketing, Makassar State University.
3. Mildayanti
– Academician in the field of digital business and student startup development,
Makassar State University.
Research
Source
Ridwan, N. H., Alrizqi,
D. G., & Mildayanti. (2026). The Influence of Social Proof on Consumer
Trust in New Online Stores.
East Asian Journal
of Multidisciplinary Research (EAJMR), Vol. 5 No. 2, pp. 623–642.
DOI: https://doi.org/10.55927/eajmr.v5i2.24
Official URL : https://journaleajmr.my.id/index.php/eajmr
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