Analysis of the Content of the Avoskin #Mulaidarimejarias campaign through Instagram @Avoskinbeauty

Abstract

This study aims to find out the Content Analysis of the Avoskin #Mulaidarimejarias Campaign on Instagram Media @Avoskinbeauty. This research is included in the research that uses a qualitative approach with content analysis methods and literature studies. Krippendorff (2004, p.17) explains that qualitative content analysis produces conclusions from all types of verbal, pictorial, symbolic and communication data. He added that the qualitative approach to content analysis is rooted in literary theory, social science, and critical science. The data collection in this study is non-participant observation, where the researcher is an observer of the object to be researched without being directly involved, because the researcher's position is as an independent observer. In the problem of the globalization era, it is now getting the main issue in discussing waste in Indonesia. With a population of around 275.5 million, Indonesia has produced 69.9 million tons of waste in 2023.  Many Various companies are competing to create an eco-friendly concept as their initiative to care about the environment. Thus, the cosmetic industry in Indonesia can play a role in reducing the impact of plastic waste. The #mulaidarimejarias campaign created by Avoskin is an information dissemination that aims to influence the wider community to increase awareness of preserving the environment by using environmentally friendly cosmetics. The results of this study show that the content of the campaign #mulaidarimejarias educate the wider community to be more concerned about the surrounding environment by utilizing environmentally friendly and recyclable products that are promoted on Instagram media.