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      "corp_creators": [
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      "department": "Fakultas Ekonomi & Sosial",
      "divisions": [
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      "date": "2026-02-03",
      "datestamp": "2026-08-04 02:59:28",
      "metadata_visibility": "show",
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          "name": {
            "family": "Amalia",
            "honourific": null,
            "lineage": null,
            "given": "Rosida"
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      "dir": "disk0\/00\/03\/25\/67",
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      "abstract": "Penelitian ini dilatarbelakangi oleh ketatnya persaingan industri kecantikan\r\ndi Indonesia yang menuntut merek lokal seperti Avoskin untuk menciptakan\r\nstrategi komunikasi yang lebih personal guna mengatasi tantangan kepercayaan\r\nkonsumen dan kejenuhan pasar. Masalah utama muncul ketika komunikasi searah\r\ntidak lagi efektif dalam membangun loyalitas, sehingga jika tidak segera ditangani,\r\nAvoskin berisiko kehilangan ketertarikan dengan audiens utamanya yaitu generasi\r\nZ. Untuk menjawab permasalahan tersebut penelitian ini menggunakan metode\r\nkualitatif deskriptif dengan studi kasus pada kampanye event “Glow & Gather”.\r\nPeneliti menganalisis tahapan kampanye menggunakan kerangka kerja model\r\nRACE (Research, Action, Communication, Dan Evaluation) untuk membedah\r\nbagaimana keterlibatan komunitas RUBI Gems dikelola secara strategis. Hasil\r\npenelitian menunjukan bahwa strategi kampanye ini dijalankan melalui\r\npengintegrasian pengalaman merek secara offline dengan amplifikasi digital secara\r\nonline. Avoskin memposisikan anggota RUBI Gems bukan sekedar audiens,\r\nmelainkan sebagai mitra stategis dan opinion leader organic yang memproduksi\r\nuser generated content (UGC). Stategi ini terbukti berhasil menciptakan interaksi\r\nyang autentik, meingkatkan kredibilitas merek serta membangun hubungan yang\r\nsaling menguntungkan. Penelitian ini memberikan kontribusi sebgai acuan bagi\r\npraktisi Public Relations dalam mengoptimalkan kontribusi sebagai duta merek,\r\nserta bagi akademisi komunikasi referensi studi mengenai efektivitas model RACE\r\ndalam kampanye berbasis komunitas di era digital.",
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      "title": "STRATEGI KAMPANYE PUBLIC RELATIONS MELALUI\r\nEVENT GLOW & GATHER",
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