COMMUNITY ENGAGEMENT TO BUILD WOMEN EMPOWERMENT IN MAINTAINING BRAND IMAGE (STUDY ON COMMUNITY MEMBERS LOCAL SKINCARE BRAND)

Salsabila Putri Nareswari; Ruvira Arindita

doi:10.35760/dimedcom.2024.v3i2.13078

COMMUNITY ENGAGEMENT TO BUILD WOMEN EMPOWERMENT IN MAINTAINING BRAND IMAGE (STUDY ON COMMUNITY MEMBERS LOCAL SKINCARE BRAND)

Salsabila Putri Nareswari
Universitas Al Azhar Indonesia
Indonesia

Ruvira Arindita
Universitas Al Azhar Indonesia
Indonesia

DOI: http://dx.doi.org/10.35760/dimedcom.2024.v3i2.13078

Abstract

RUBI Community, Skin Game Warrior, and Wardah Youth Ambassador are beauty communities from local skincare brands that aim to empower women and address gender inequality issues that still occur in Indonesia. This research uses qualitative with in-depth interview to explore the perceptions of community members regarding community engagement carried out by RUBI Community, Skin Game Warrior, and Wardah Youth Ambassador in empowering women to maintain the brand image of Avoskin, Skin Game, and Wardah. Based on the results of the research, the community engagement carried out shows that members are active in participating in women's empowerment activities that improve skills. Skills improvement is obtained from workshops, campaigns, and self-development classes. The brand community has met the expectations and needs of its members by providing useful experiences. The brand community is very open and transparent, thus building trust among community members. Women's empowerment carried out by the brand community facilitates the development of members independence and skills in a safe and supportive environment. Avoskin, Skin Game, and Wardah have a strong character and commitment in managing their communities to contribute directly to women empowerment. The results shows that community engagement carried out by Avoskin, Skin Game, and Wardahis able to maintain brand image.

Keywords

Brand Image; Community Engagement; Women Empowerment

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