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All Journal Buana Ilmu Da'watuna: Journal of Communication and Islamic Broadcasting
Riansa Putra Fajri
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Religion Computer Science & IT Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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KETIKA SKINCARE BERMEDIA SOSIAL: ANALISIS KONTEN EDUKASI INSTAGRAM AVOSKIN Riansa Putra Fajri; Titis Gandariani
BUANA ILMU Vol 9 No 1 (2024): Buana Ilmu
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Buana Perjuangan Karawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36805/bi.v9i1.8225

Abstract

Penelitian ini bertujuan untuk menganalisis konten edukasi Avoskin yang terpublikasi di kanal media sosial Instagram ‘avoskinbeauty’. Metode yang digunakan dalam penelitian ini adalah kualitatif dengan pendekatan deskriptif-analitis, serta Systematic Documentary Review (SDR). Selain itu, penelitian ini menggunakan Hyperpersonal Communication Theory (HCT) untuk menganalisis konten edukasi Instagram Avoskin. Hasil analisis menunjukkan bahwa Avoskin memanfaatkan konten edukasi Instagram-nya untuk membentuk citra dan reputasi yang positif di tengah persaingan ketat industri skincare dalam negeri. Konten edukasi tentang manfaat bahan tertentu, tutorial penggunaan produk, dan kepedulian terhadap lingkungan, berhasil mengkomunikasikan nilai-nilai perusahaan, seperti kesehatan kulit pengguna, keamanan bahan, dan keberlanjutan lingkungan. Kemudian, HCT pun terlihat diaplikasikan dalam pengelolaan konten untuk menciptakan persepsi positif pada konsumen, (sebagaimana dalil dalam teori HCT) meski produk Avoskin mengandung bahan non-alami.
Komunikasi Hiperpersonal Avoskin dalam Memitigasi Isu Pencemaran Lingkungan Melalui Instagram Riansa Putra Fajri; Arya Wirawan Maulana
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 5 No. 5 (2025): Da'watuna: Journal of Communication and Islamic Broadcasting
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v5i5.9475

Abstract

The rapid growth of the skincare industry in Indonesia presents a paradox: increasing environmental pollution caused by the use of single-use packaging. This study examines how Avoskin utilizes hyperpersonal communication through its Instagram account, @avoskinbeauty, to mitigate environmental issues. The aim of this research is to explore the application of hyperpersonal communication elements—selective self-presentation, idealized receiver perception, channel management, and feedback loop—in Avoskin’s sustainability messaging. This study employs a qualitative approach using a descriptive-analytical method and Systematic Documentary Review (SDR). The content analyzed was published between January 1 and April 30, 2025. Findings indicate that Avoskin consistently promotes sustainability values through educational digital content. These efforts not only inform the audience but also foster emotional resonance and active participation through likes, comments, and direct involvement in recycling programs. The study concludes that hyperpersonal communication via social media serves as an effective platform to strengthen a company’s green identity and raise public ecological awareness. Avoskin exemplifies how digital communication can strategically integrate commercial interests with environmental responsibility.
Co-Authors Arya Wirawan Maulana Titis Gandariani