Nilai Sustainability dan Women Empowerment dalam Akun Instagram @rubicommunity sebagai Kampanye Brand Avoskin
DOI:
https://doi.org/10.35870/jtik.v10i1.4712Keywords:
Sustainability, Women Empowerment, RUBI, Digital Campaign, InstagramAbstract
This study aims to analyze the values of sustainability and women empowerment in Instagram @rubicommunity content. The method used is content analysis with a descriptive quantitative approach. The sample consisted of 89 contents selected using a systematic random sampling technique for the period January 2021 – April 2025. The results showed that the value of women empowerment was more dominant with 44 content or 49%, while the value of sustainability appeared in 29 content or 33%. The value of women's empowerment is raised through two categories of self-development and psychosocial support, while sustainability is present in three categories, namely education and real environmental action, social involvement and community responsibility (CSR), and access to social networks and community support. Avoskin's campaign strategy through the RUBI community shows the brand's consistency in conveying social and environmental messages simultaneously through social media.
Downloads
References
Adha, M. M., Ulpa, E. P., Budimansyah, D., & Johnstone, J. M. (2019). Volunteer Beneran Indonesia: Keterlibatan Dan Komitmen Warga Negara Muda Di Dalam Komunitas Berlatarbelakang Multikultur. Jurnal Ilmiah Pendidikan Pancasila dan Kewarganegaraan, 4(1).
Afryana, S. D. (2018). Pengaruh sense of belonging terhadap employee engagement. Jurnal Indonesia Membangun, 17(2), 1-13..
Ahmad, J. (2018). Desain penelitian analisis isi (Content analysis). Jurnal Analisis Isi.
Anggraini, A. P., & Darmawan, K. Z. (2022). Media Online sebagai Wadah Pemberdayaan Perempuan. Jurnal Riset Jurnalistik dan Media Digital, 49-56.
Arifah, Z., & Ifadah, L. (2025). Pelestarian Lingkungan Berbasis Kearifan Lokal Pesantren. PT. Penerbit Qriset Indonesia.
Azmi, K. (2020). Pengembangan Sumber Daya Manusia Di Yayasan Nurul Hayat Medan Dalam Perspektif Manajemen Spiritual (Doctoral dissertation, Universitas Islam Negeri Sumatera Utara Medan).
Dahmiri, S. E. (2025). Strategi Pemasaran Pada Perguruan Tinggi Swasta. Penerbit Adab.
Dilla, A. N., & Candraningrum, D. A. (2019). Komunikasi persuasif dalam kampanye gerakan anti hoaks oleh Komunitas Mafindo Jakarta. Koneksi, 3(1), 199-206. https://doi.org/10.24912/kn.v3i1.6204.
Henderson, V. G., & Primadini, I. (2024). Budaya Partisipasi Anggota Komunitas Kecantikan Skintenton Di Media Sosial. Jurnal Komunikasi Global, 13(2), 261-281.
Hidayat, A. (2025). Strategi Komunikasi dan Keterlibatan Masyarakat dalam Konservasi Mangrove di Jerowaru, Lombok Timur. Journal of Community Development and Empowerment, 1(3), 66-71. https://doi.org/10.70716/jocdem.v1i3.184.
Krippendorff, K. (2018). Content analysis: An introduction to its methodology. Sage publications.
Littig, B., & Griessler, E. (2005). Social sustainability: a catchword between political pragmatism and social theory. International journal of sustainable development, 8(1-2), 65-79. https://doi.org/10.1504/IJSD.2005.007375.
Lumi, C. A., Pio, R. J., & Rumawas, W. (2023). Implementasi corporate social responsibility berdasarkan konsep triple bottom line pada PT Bank SulutGo. Productivity, 4(4), 444–449.
Martinez, P. (2022). Keberlanjutan lingkungan dalam industri kecantikan. Unsustainable Magazine.
Maryani, E. (2018). Developing social solidarity through digital media. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 3(1), 12–17. https://doi.org/10.25008/jkiski.v3i1.144.
Merciano, W. G., Wastunimpuna, B. Y. A., & Setyawan, A. (2024). Kajian keterkaitan indikator penilaian sustainable development goals dengan penerapan konsep kampus hijau. Jurnal Serambi Engineering, IX(3), 9205–9213.
Nofiardi, N. (2022). Peran Serta Mekanisme Pemerintahan Nagari Dan Pemuka Adat Dalam Kehidupan Masyarakat.
Nurlatifah, D. A., Sumpena, D., & Hilman, F. A. (2020). Proses pemberdayaan perempuan pada program Sekolah Perempuan Capai Impian dan Cita-cita (Sekoper Cinta). Az-Zahra: Journal of Gender and Family Studies, 1(1), 35–45. https://doi.org/10.15575/azzahra.v1i1.9463.
Rahmani, D., & Briandana, R. (2025). Analisis komunitas virtual Ibusibuk sebagai upaya pemberdayaan perempuan. Jurnal Komunikasi Massa, 9(1), 210–224.
Ramadhani, R., Riyantini, R., Emiliana, M., & Hervira, D. P. (2023). Analisis isi pesan persuasif dalam konten media sosial TikTok @rubicommunity mengenai kampanye pemberdayaan perempuan. Communicology: Jurnal Ilmu Komunikasi, 11(2), 178–191. https://doi.org/10.21009/comm.1102.02.
Saharani, A. B., Putri, F. A. T., & Putra, A. E. (2023). Penggunaan fantasy themes tentang pemberdayaan perempuan generasi muda melalui media digital di komunitas 'Puan Bisa.' Jurnal Komunikasi Nusantara, 5(1), 158–165. https://doi.org/10.33366/jkn.v5i1.304.
Shabrina, A., Nuraini, K., & Naufal, A. (2023). Strategi kampanye kebersihan lingkungan oleh Pandawara Group melalui media TikTok. Prosiding Seminar Nasional Ilmu Ilmu Sosial (SNIIS), 2, 1544–1556.
Shalmont, J. (2020). Sustainable beauty: Kesiapan konsumen di Indonesia dalam mengintegrasikan konsep keberlanjutan dalam pengelolaan sampah kemasan plastik produk industri kecantikan. Jurnal Manajemen, XX(2), 1–23.
Sirait, N., Maryam, S., & Priliantini, A. (2018). Influence of the campaign "Let's disconnect to connect" on anti-phubbing attitude (Survey in Line Starbucks Indonesia official account followers). Jurnal Komunika: Jurnal Komunikasi, Media dan Informatika, 7(3), 155–164. https://doi.org/10.31504/komunika.v7i3.1665
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Andini Amalia Azroh, Ratih Pandu Mustikasari
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
