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All Journal Multicience RESLAJ: Religion Education Social Laa Roiba Journal
HADIATI
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Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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IMPLEMENTATION OF CYBER PUBLIC RELATION MEDIA CHARACTER IN BUILDING THE ORIGINOTE BRAND IMAGE ON TIKTOK SOCIAL MEDIA IN 2021 NESYA RIVKA; YUNITA SARI; HADIATI
INTERNATIONAL JOURNAL OF MULTI SCIENCE Vol. 4 No. 01 (2024): INTERNATIONAL JOURNAL OF MULTISCIENCE - JANUARY-APRIL 2024
Publisher : CV KULTURA DIGITAL MEDIA

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Abstract

This research focuses on issues within The Originote TikTok account, including algorithm malfunction, lack of involvement from the public relations team in using TikTok, and the inaccuracy of digital implementation from the public relations team to the production team. With the aim of exploring cyber public relations implementation on TikTok and understanding the information delivery methods by The Originote's public relations team, this research employs cyber public relations media character theory and qualitative methods. The research results show a significant increase, with The Originote TikTok account reaching a high level of popularity. These findings are expected to provide practical guidelines for strengthening brand image on TikTok and improving digital implementation practices.
Peran Rubi Community dalam Penerapan Strategi Public Relations Untuk Membangun Citra Merek Avoskin Beauty Ilma Nafi’atul Jannah; Hadiati; Novita Damayanti
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 10 (2025): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v7i10.9677

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.
Co-Authors Ilma Nafi’atul Jannah NESYA RIVKA NOVITA DAMAYANTI Yunita Sari