https://jurnal.integrasisainsmedia.co.id/JCSAM/issue/feed 2025-02-07T11:00:33+00:00 Integrasi Sains Media integrasi.sains.media@gmail.com Open Journal Systems <div style="border: 2px #063F76 solid; padding: 10px; background-color: #e2e2e2; text-align: left;"> <ol> <li>Journal Title: <a href="https://jurnal.integrasisainsmedia.co.id/index.php/JCSAM/">Journal of Consumer Study and Applied Marketing</a></li> <li>Initials: JCSAM</li> <li>Frequency: Biannual</li> <li>Online ISSN: 2988-1404</li> <li>Editor in Chief: Raden Aswin Rahadi, School of Business and Management, Institut Teknologi Bandung, Indonesia <a href="https://www.scopus.com/authid/detail.uri?authorId=56656538200" target="_blank" rel="noopener">[Scopus]</a></li> <li>DOI: 10.58229/jcsam</li> <li>Publisher: Integrasi Sains Media</li> </ol> </div> <p><strong>Journal of Consumer Study and Applied Marketing (JCSAM)</strong> is an academic journal in the field of business published by Integrasi Sains Media, Indonesia. This journal intends to foster and stimulate the exchange of scholarly thought on applied business research issues among professionals and academics worldwide. JCSAM welcomes articles in consumer studies, marketing, and business; both applied and theoretical. Theoretical papers must link theory and essential and exciting business applications. The JCSAM is published annually in July and November. It only accepts and reviews manuscripts that have not been published previously (in any language) and are not being reviewed for possible publication in other journals. This journal is an open-access journal that can be of essential reading for academic researchers and business professionals. Articles may include but are not limited to consumer behavior, social media marketing, marketing strategies, supply-chain management, pricing policy, tourism management, and small-medium business.</p> https://jurnal.integrasisainsmedia.co.id/JCSAM/article/view/277 2025-01-06T13:38:02+00:00 Yohanes Michael Christanto yohanes.michael@staff.ukdw.ac.id Lucia Nurbani Kartika ciakartika@staff.ukdw.ac.id

<p class="05Abstrak">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.</p>

2025-02-07T00:00:00+00:00 Copyright (c) 2025 Journal of Consumer Studies and Applied Marketing https://jurnal.integrasisainsmedia.co.id/JCSAM/article/view/283 2025-02-07T11:00:33+00:00 Vanessa Thomas vanessa_michelle@sbm-itb.ac.id Nur Budi Mulyono nurbudi@sbm-itb.ac.id

<p>In Indonesia's highly competitive FMCG market, product quality is critical in maintaining customer loyalty and protecting brand reputation. Company XYZ, a key player in this sector, recently encountered significant challenges due to packaging defects, specifically leaks in its Non-Dairy Creamer (NDC) product line. These defects have led to customer dissatisfaction and threaten the company's relationship with a major client. This study aims to identify the root causes of these packaging failures and propose effective solutions to enhance packaging quality. A qualitative research approach involved semi-structured interviews with key stakeholders and analyzing internal communication records. Root Cause Analysis (RCA) tools, such as Causal Factor Charting and the 5 Whys method, were utilized to uncover the underlying issues. The findings revealed two primary causes: the Quality team's lack of expertise in conducting thorough risk assessments for packaging designs and insufficient knowledge in evaluating the structural integrity of modified packaging. To address these issues, the study recommends implementing standardized risk assessment protocols, conducting comprehensive packaging performance tests, and enhancing training programs for quality management personnel. By adopting these measures, Company XYZ can reduce packaging defects, improve customer satisfaction, and strengthen its competitive position in the dynamic FMCG industry.</p>

2025-02-14T00:00:00+00:00 Copyright (c) 2025 Journal of Consumer Studies and Applied Marketing