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I Gusti Ayu Athina Wulandari
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Prodi Ekonomi Pembangunan, Fakultas Ekonomi, Universitas Warmadewa Jl. Terompong 24 Tanjung Bungkak, Denpasar, Bali 80235 Tel : (0361) 223 858 Fax : (0361) 235 073 Surat-e : info.wedj@gmail.com
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Warmadewa Economic Development Journal (WEDJ)
Published by Universitas Warmadewa
ISSN : 26548682     EISSN : 26548674     DOI : https://doi.org/10.22225/wedj
Core Subject : Economy,
Economics, Econometrics & Finance
Warmadewa Economic Development Journal (WEDJ), ISSN: 2654-8674 (online) 2654-8682 (Print), is a Journal Research of Economy Development Science published by Warmadewa Press jointly with Faculty of Economy, Universitas Warmadewa. This journal is also dedicated to provide an intellectual space of scholarly discussion how journal of Economy Development Science able to create the new global formation of Economiy Development Science and similar issues. This journal has been distributed by Faculty of Economy, Universitas Warmadewa, Universitas Warmadewa started Online from Volume 1 Number 1 Year 2018 to present. This journal encompasses original research articles, review articles, and short communications, including: Macroeconomics Development Economics Monetary and Fiscal Policies International and Regional Economics Institutional Economics Tourism Economics Microeconomics Griculture Economics Labor Economics Behavioral Economics Environmental Economics Smes Financing Feasibility Studies Community Empowerment Coastal Economics
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 1 Documents
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Search results for , issue "9-23" : 1 Documents clear
Catalyzing Pro-Social Purchases through Digital Brand Visibility: Insights from Bali’s Ethical Enterprise Suryawan, Tjokorda Gde Agung Wijaya Kesuma; Pratiwi, Dayu Kade Indah; Meryawan, I Wayan; Putra, I Komang
Warmadewa Economic Development Journal (WEDJ) 9-23
Publisher : Program Studi Ekonomi Pembangunan, Fakultas Ekonomi, Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/wedj.9.1.2026.9-23

Abstract

Ethical consumption is increasingly viewed as a behavioural driver of inclusive economic development. This study examines the influence of social media marketing on consumer purchase intention in the context of Beyond Organic (B’Onic), a micro-enterprise in Buleleng, Bali, which integrates social values into its commercial operations. Despite promoting ethical purchasing by funding a child welfare foundation, the enterprise struggles with declining consumer engagement due to weak brand visibility and limited digital interaction. The research explores the direct impact of social media marketing on purchase intention, the effect of brand awareness on purchase intention, and the mediating role of brand awareness in this relationship. Employing a quantitative approach, the study involved 110 purposively selected respondents, with data analysed using structural equation modelling. Findings reveal that social media marketing significantly enhances both brand awareness and purchase intention, with brand awareness acting as a substantial mediator. This study contributes to the literature on ethically positioned enterprise communication and offers practical insights for micro-enterprises seeking to scale social impact through digital strategies, strengthening their role in sustainable economic development.

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