Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Journal of Consumer Study and Applied Marketing Amwaluna: Jurnal Ekonomi dan Keuangan Syariah
Kartika, Lucia Nurbani
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Femvertising Discourse: Empowering Women through Content Analysis in Du Anyam’s Instagram Marketing Campaign Christanto, Yohanes Michael; Kartika, Lucia Nurbani
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 1 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i1.277

Abstract

Advertising and marketing are powerful tools for influencing consumer behavior and shaping societal norms and perceptions. Historically, advertisements have perpetuated gender stereotypes, portraying men as dominant and rational while reducing women to passive, decorative roles. However, the emergence of femvertising—a blend of feminism and advertising—has shifted this narrative by promoting gender equality and women's empowerment. This study examines how Du Anyam’s Instagram marketing campaign employs multimodal discourse to challenge traditional gender roles and advocate for women’s empowerment in Indonesia. Utilizing a qualitative approach grounded in Multimodal Discourse Analysis (MDA), the research explores the interplay of visual, linguistic, and semiotic elements across selected Instagram content from May to June 2024. The findings reveal that Du Anyam strategically integrates cultural symbols, authentic storytelling, and pro-women messages to construct narratives celebrating female agency, resilience, and economic independence. Visual elements such as gestures, facial expressions, and traditional crafts are combined with empowering language to reinforce the brand’s commitment to social change. Furthermore, the study highlights how femvertising can simultaneously serve commercial interests and contribute to broader discourses on gender equality. By fostering authentic representation and cultural relevance, Du Anyam’s campaign demonstrates the potential of femvertising as a tool for brand differentiation and social impact.
Examining the Drivers of Perceived Value and Purchase Intention in the Halal Beauty Industry Kartika, Lucia Nurbani; Stefia , Cheryl Marlitta
Amwaluna: Jurnal Ekonomi dan Keuangan Syariah Vol. 10 No. 1 (2026): Amwaluna: Jurnal Ekonomi dan Keuangan Syariah
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/amwaluna.v10i1.8544

Abstract

Halal consumption increasingly involves emotional and moral considerations beyond functional value, particularly in the cosmetic product context. This study examines the effects of perceived value, with a specific focus on emotional value, on moral elevation and halal purchase intention. Using survey data analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), the results show that emotional value has a strong and significant effect on halal purchase intention (β = 0.4075; t = 5.3532) and moral elevation (β = 0.5406; t = 7.5140). Moral elevation also significantly influences halal purchase intention (β = 0.3762; t = 4.5309). While perceived value positively affects moral elevation (β = 0.3511; t = 4.5465), its direct effect on halal purchase intention is not significant (t = 1.8818), indicating a mediated relationship. These findings suggest that emotional and moral mechanisms play a central role in halal consumer decision-making. The study contributes to the Theory of Planned Behavior by extending the attitudinal component to incorporate moral emotions, demonstrating moral elevation as a key affective–moral pathway linking value perceptions to behavioral intention. In addition, the results advance moral emotions literature by positioning moral elevation as an active mediator in ethical consumption rather than a mere emotional response. Academic and managerial implications for halal cosmetic marketing strategies are discussed.
Co-Authors Christanto, Yohanes Michael Stefia , Cheryl Marlitta