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All Journal International Journal of Applied Science and Sustainable Development (IJASSD) Journal of Management and Innovation Entrepreneurship (JMIE)
I Gusti Ayu Ngurah Pradnyadevi Utami
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The Moderating Role of Financial Literacy in Social Media Marketing and Fashion Impulse Buying Putu Suweca Nata Udayana; I Gusti Ayu Ngurah Pradnyadevi Utami
International Journal of Applied Science and Sustainable Development (IJASSD) Vol. 8 No. 2 (2026): International Journal of Applied Science and Sustainable Development (IJASSD)
Publisher : Lembaga Penelitian dan `Pengabdian Kepada Masyarakat (LPPM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36733/ijassd.v8i2.14930

Abstract

This study examines the effect of Social Media Marketing on Impulse Buying and investigates the moderating role of Financial Literacy among Generation Z in Denpasar City. A quantitative approach was employed, involving 100 respondents aged 20–29 years who reside in Denpasar City, are employed and/or have their own income, actively use social media, and have purchased fashion products through social media. Respondents were selected using non-probability sampling with a purposive sampling technique. Data were collected through a questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that Social Media Marketing has a positive and significant effect on Impulse Buying (β = 0.592, t = 6.629, p < 0.001). However, Financial Literacy does not significantly moderate this relationship (β = −0.055, t = 0.651, p = 0.515). The R-square value of 0.325 indicates that the model explains 32.5% of the variance in Impulse Buying. The findings contribute to understanding how digital marketing stimuli embedded in social media can shape spontaneous consumer responses in digital consumption environments. The insignificant moderating effect further suggests that financial literacy may not always function as an effective behavioral control mechanism when consumers are exposed to persuasive and emotionally engaging digital marketing stimuli. Practically, the findings highlight the importance of responsible digital marketing and financial literacy initiatives in encouraging more informed and sustainable consumption among young consumers.
CUSTOMER ENGAGEMENT AS A MECHANISM LINKING SOCIAL MEDIA USE TO MSME PERFORMANCE Putu Suweca Nata Udayana; Dewa Ayu Giovany Angga Indrya; Luh Kadek Budi Martini; I Gusti Ayu Ngurah Pradnyadevi Utami
Journal of Management and Innovation Entrepreneurship (JMIE) Vol. 4 No. 1 (2026): October
Publisher : Yayasan Nuraini Ibrahim Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70248/jmie.v4i1.4676

Abstract

This research investigates the mediating role of customer engagement in the relationship between social media use and MSME performance in Denpasar. An explanatory quantitative design was adopted, involving 390 MSME owners or managers who actively use social media for business-related activities. Data were collected through a structured questionnaire and analysed using Structural Equation Modelling–Partial Least Squares (SEM-PLS) with SmartPLS 3.2.9. The findings indicate that social media use significantly influences customer engagement (β = 0.624; p < 0.001) and MSME performance (β = 0.390; p < 0.001 , while customer engagement also has a significant positive effect on MSME performance (β = 0.473; p < 0.001). Customer engagement significantly mediates the relationship between social media use and MSME performance (β = 0.296; p < 0.001). The model explains 39.0% of the variance in customer engagement (R² = 0.390) and 60.7% of the variance in MSME performance (R² = 0.607). Theoretically, these findings enrich digital marketing literature by demonstrating that customer engagement functions as an important mechanism through which social media use contributes to MSME performance, extending the understanding of social media beyond its promotional role. Practically, the findings suggest that MSMEs should develop social media strategies that foster two-way interaction, customer feedback, reviews, and recommendations to strengthen engagement and improve business performance.
Co-Authors Dewa Ayu Giovany Angga Indrya Luh Kadek Budi Martini Putu Suweca Nata Udayana