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The Influence of Social Proof on Consumer Trust in New Online Stores

Authors

Nurul Haeriyah Ridwan Universitas Negeri Makassar
Damas Gianlugi Alrizqi Universitas Negeri Makassar
Mildayanti Mildayanti Universitas Negeri Makassar

DOI:

https://doi.org/10.55927/eajmr.v5i2.24

Keywords:

Social Proof, Consumer Trust, New Online Stores, Signaling Theory, Digital Entrepreneurship

Abstract

This study aims to analyze how social proof signals build the legitimacy of student start-up businesses and identify the extent to which these external signals can reduce skepticism towards entities that do not yet have historical credibility. Using a correlational quantitative approach, data was collected through a survey of 50 students from the Entrepreneurship Study Program at Makassar State University, who were selected through purposive sampling with the criterion of having mature online shopping experience. Simple linear regression analysis shows that Social Proof has a positive and significant effect on Consumer Trust, indicating a very strong association between the two variables. These findings conclude that social proof is a fundamental determinant in mitigating information asymmetry and building digital reputation capital for startup businesses.

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