Beyond Organic Reach: Investment Behavior in Paid Content and Professional Endorsement Among Small Businesses

Adrian Irnanda Pratama

doi:10.29407/nusamba.v11i1.27292

Authors

Adrian Irnanda Pratama Politeknik Negeri Bengkalis

DOI:

https://doi.org/10.29407/nusamba.v11i1.27292

Keywords:

Digital Marketing, Paid Content, Professional Endorsement, Small Business, MSME Investment

Abstract

Research aim : This study examines the investment behavior of SMEs in Bengkalis, Indonesia, focusing on paid content and professional endorsements as key digital marketing strategies.

Design/Methods/Approach : A quantitative approach was employed, using surveys to collect data from 100 SME owners. Hypothesis testing was conducted to analyze the influence of digital skills, endorsement credibility, and capital on investment decisions.

Research Finding : The findings reveal that digital skills and endorsement credibility significantly influence investment in paid content, with digital skills having the strongest positive effect. Capital does not significantly affect investment decisions.

Theoretical contribution/Originality : This research contributes to the literature by expanding existing digital marketing adoption theories, particularly in the context of SMEs, and exploring the role of digital skills and endorsement credibility in shaping investment behavior.

Practitioner/Policy implication : For practitioners, the study highlights the importance of enhancing digital skills and partnering with credible endorsers. Policymakers can design support programs to help SMEs overcome barriers to effective digital marketing.

Research limitation : The study is limited to SMEs in Bengkalis, which may not fully represent the broader context of Indonesian SMEs.

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