Azroh, Andini Amalia (2025) Analisis Konten Sustainability dan Women Empowerement dalam Akun Instagram @rubicommunity sebagai Kampanye Brand Avoskin. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The issue of sustainability and women's empowerment is the main concern in the modern beauty industry. Changing consumer awareness of the importance of environmental preservation and gender equality is driving many brands to integrate these values in their communication strategies. Avoskin, as a local Indonesian beauty brand, carries the principle of People, Planet, Profit as the basis of its business practices. Through the RUBI community, Avoskin runs digital campaigns that highlight the value of women's empowerment and environmental sustainability at the same time. This research aims to find out the values of sustainability and women empowerment in Instagram @rubicommunity content as a form of Avoskin brand campaign. The research uses a content analysis method with a descriptive quantitative approach. The research sample consisted of 89 contents taken using a systematic random sampling technique. The results of the analysis showed that the value of women empowerment appeared dominantly in 44 content or 49%, while the value of sustainability was present in 29 content or 33%. The value of women's empowerment is displayed through content with 2 categories, namely self-development and psychosocial support, while the value of sustainability is seen through 3 categories, namely education and real environmental action, social involvement and community responsibility (CSR), and access to social networks and community support. These findings show that the Avoskin brand consistently conveys social value through a community-based digital campaign strategy. Within the framework of agenda setting theory, @rubicommunity account plays a role as a media that influences public perception through three levels, namely raising issues, framing issues, and forming perceptions of the issue. Keywords: Sustainability, Women's Empowerment, RUBI, Digital Campaigns, Instagram, Content Analysis, Agenda Setting
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Andini Amalia Azroh | ||||||||
| Date Deposited: | 02 Sep 2025 02:37 | ||||||||
| Last Modified: | 02 Sep 2025 02:37 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40000 |
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