Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
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All Journal RESLAJ: Religion Education Social Laa Roiba Journal
Ilma Nafi’atul Jannah
Unknown Affiliation
Religion Economics, Econometrics & Finance Education Environmental Science Social Sciences

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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 HADIATI NOVITA DAMAYANTI