Grafiani, Cecilia Pretty and SAHARA, RAVEENA ALIFIA (2025) TurnItin Jurnal InterAct : Praktik Community Relationsdalam Membangun Hubungan dan Advokasi Merek pada Komunitas Somethinc Town. Universitas Katolik Atmajaya.

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Abstract

This study aims to analyze the role of community relations practices implemented by Somethinc through its digital community, Somethinc Town, in building relationships between the brand and consumers and in contributing to the formation of brand advocacy. The research employs a descriptive qualitative approach, with data collected through in-depth interviews, digital observation, and documentation of community activities. Data analysis is conducted using the framework of Relationship Management Theory, which emphasizes five relational dimensions: trust, openness, involvement, commitment, and control mutuality. The findings indicate that Somethinc Town functions not merely as a communication or product promotion channel, but as a relational space that facilitates the ongoing construction of social interactions, shared experiences, and collective values. Community relations practices carried out through various online and offline activities encourage participatory two-way communication, enabling community members to move beyond passive message recipients to become actively involved in discussions, community activities, and brand development processes. The relational bonds formed through the five dimensions of RMT generate a level of support that exceeds brand loyalty, manifesting as brand advocacy. This is reflected in community members’ voluntary willingness to defend, recommend, and promote Somethinc products without financial incentives, as well as their contributions to public education regarding cosmetic safety and industry ethics. Conceptually, this study affirms that community relations operates as a relational mechanism that facilitates the transformation of consumers from mere buyers into engaged and empowered social actors. However, the findings also reveal potential challenges, including loyalty bias and unequal participation within the community, which require brands to maintain a balance between social closeness and member independence to sustain healthy relationships. The study contributes theoretically by reinforcing the relevance of Relationship Management Theory in understanding digital consumer communities, and practically by offering guidance for local brands in designing authentic, participatory, and sustainable relationship strategies within Indonesia’s beauty industry.

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