Impact of Social Media Marketing on Dibimbing Enrollment Decisions: Mediating Social Proof

Ratih Amelia; Saskia Khairunnisa; Vitratin Vitratin; Kurniawati Oktarina

doi:10.32534/jv.v21i3.8778

Authors

Ratih Amelia Universitas Negeri Surabaya
Saskia Khairunnisa Universitas Muhammadiyah Riau
Vitratin Vitratin Institut Maritim Prasetiya Mandiri Lampung
Kurniawati Oktarina Institut Maritim Prasetiya Mandiri Lampung

DOI:

https://doi.org/10.32534/jv.v21i3.8778

Keywords:

Social Proof, Bootcamp Enrollment Decision, Social Learning Theory, Social Media Marketing, PLS-SEM

Abstract

The rapid growth of digital bootcamp providers has intensified competition, making Social Media Marketing (SMM) an essential strategy for attracting Dibimbing bootcamp enrollees. This study investigates the impact of Social Media Marketing on Bootcamp Enrollment Decisions, with Social Proof serving as a mediating variable among Dibimbing's audience. A quantitative research design was employed using purposive sampling, and data were collected from 98 respondents through an online questionnaire distributed via Google Forms. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings reveal that Social Media Marketing has a positive and significant effect on both Social Proof and Bootcamp Enrollment Decisions. In addition, Social Proof significantly influences Bootcamp Enrollment Decisions and mediates the relationship between Social Media Marketing and enrollment decisions. These findings support Social Learning Theory, indicating that testimonials, reviews, and alumni success stories shared through social media enhance Dibimbing bootcamp enrollees trust and confidence. The study contributes to digital marketing literature by highlighting the importance of integrating Social Media Marketing with Social Proof to increase bootcamp enrollment decisions.

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