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Peran Rubi Community dalam Penerapan Strategi Public Relations Untuk Membangun Citra Merek Avoskin Beauty

Year: 2025

Type: article

Abstract: This study examines the role of the RUBI Community in implementing public relations strategies to build the brand image of Avoskin Beauty. Using a qualitative case study approach within a constructivist paradigm, the research applies New Media theory, the R.A.C.E process, and the 7C’s model. Data were collected through triangulation of in-depth interviews, participant observation, and documentation, and analyzed using the Miles & Huberman model. The findings reveal that the RUBI Community functions both as a communication channel and as a CSR initiative focusing on women’s empowerment. This dual role significantly enhances Avoskin’s image as an innovative and affordable brand, while strengthening consumer loyalty. The study concludes that community-based PR strategies can effectively foster emotional engagement and brand advocacy, offering practical implications for beauty brands seeking to integrate social values into their communication strategies.

Source: Reslaj Religion Education Social Laa Roiba Journal

DOI: 10.47467/reslaj.v7i10.9677

Authors: Ilma Nafi’atul Jannah, Hadiati, Novita Damayanti

Institution: Universitas Prof Dr Moestopo

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4414783148

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