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Journal of Sustainable Economic and Business
Published by ARE Publisher
ISSN : -     EISSN : 30630207     DOI : 10.xxxxxx/joseb
Core Subject : Economy, Science, Education, Agriculture, Social,
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences
Journal of Sustainable Economic and Business (JOSEB) is a double-blind review journal focused on empirical research that provides novelty of the research with the latest issues and contributions to the scientific research. The scope of the journal will focus on Strategic Management (Strategic Marketing, Strategic Human Resources, Strategic Finances, Strategic Operations) and Green Management (Green Marketing, Green Finance, Green Human Resources, Green Operations)
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 42 Documents
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Momfluencers as Digital Entrepreneurs: Social Media, Economic Empowerment, and Challenges in Indonesia Dwityas, Nindyta Aisyah; Wahyuni , Hermin Indah; Andarwati , Siti
Journal of Sustainable Economic and Business Vol. 2 No. 2 (2025): Journal of Sustainable Economic and Business (JOSEB)
Publisher : ARE Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70550/joseb.v2i2.88

Abstract

Objectives: The rise of digital entrepreneurship has transformed women's economic participation, particularly among stay-at-home mothers who leverage social media platforms such as Instagram, TikTok, and YouTube for income generation. These platforms offer low-barrier entry into entrepreneurship, enabling women to monetize content, engage in brand collaborations, and establish online businesses with minimal financial investment. However, despite these opportunities, women digitalpreneurs remain vulnerable to algorithm dependency, engagement fluctuations, monetization uncertainty, and the dual burden of domestic and digital labor. Methodology: This study explores how social media entrepreneurship empowers Indonesian women economically while exposing them to structural challenges. Using a qualitative case study approach, it analyzes data from semi-structured interviews with momfluencers, mombloggers, and digital entrepreneurs, complemented by content analysis of social media engagement strategies. Findings: It reveals that while digital entrepreneurship provides financial independence and professional growth, women face precarious income streams, opaque platform policies, and intensified gendered labor expectations. Conclusion: The study highlights the urgent need for platform accountability, transparent monetization policies, and labor protections to ensure sustainable income opportunities. It contributes to global discussions on gendered digital labor and social media economies, emphasizing the importance of policy interventions and structural reforms for a more inclusive digital business landscape.  
The Role of Purchase Intention in Mediating Content Marketing and E-Wom on Product Purchase Decision Sahya Amertha, Genijayendra; Setini , Made; Putra , Ida Bagus Udayana; Faizan Ul-Haq , Faizan Ul-Haq
Journal of Sustainable Economic and Business Vol. 2 No. 2 (2025): Journal of Sustainable Economic and Business (JOSEB)
Publisher : ARE Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70550/joseb.v2i2.102

Abstract

Objectives: This study aims to analyze the role of Purchase Intention as a mediating variable in the relationship between Content Marketing and Electronic Word of Mouth (E-WOM) on Purchase Decisions for Bata shoe products in Denpasar. Methodology: This study uses a quantitative method with a population of individuals who have seen marketing content or Bata shoe advertisements in Denpasar. A sample of 100 respondents was selected using a purposive sampling technique, referring to the Hair formula. Data analysis was carried out using SEM-PLS (Structural Equation Modeling - Partial Least Square). Finding: The results of this study indicate that content marketing has a positive and significant effect on purchasing decisions. Content marketing has a positive but insignificant effect on purchasing intention. E-WOM has a positive but insignificant effect on purchasing decisions. E-WOM has a positive and significant effect on purchasing intention. Purchasing intention has a positive and significant effect on purchasing decisions. Content marketing has a positive and insignificant effect on purchasing decisions through purchasing intention. Purchasing intention does not mediate (unmediated). E-WOM has a positive and significant effect on purchasing decisions through purchasing intention. Purchasing intention mediates fully (full mediation).  Conclusion: Improving Content Marketing, E-WOM, and Purchase Intention strategies consistently and interactively can increase the Purchase Decision of Bata shoe products. Especially, Purchase Intention has an important role as a full mediator in the influence of E-WOM on purchasing decisions.

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