<![CDATA[This study aims to analyze the role of RUBI Community in building Avoskin's brand engagement through social media. A qualitative research method with a case study approach was used, focusing on the activities of RUBI Community and the media relations strategies of PT AVO Innovation Technology. The results reveal that the community plays a vital role as brand advocates, content creators, and strategic communication partners. Through strategies such as content collaboration, education, exclusivity, and two-way communication, RUBI Community significantly enhances digital engagement, consumer loyalty, and positive word of mouth for the Avoskin brand. This study confirms that community-based approaches can be an effective solution for building sustainable brand-consumer relationships in the digital era.Keywords : Brand Engagement, Community, Social Media, Avoskin, Media Relations.]]>
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