%A NIM.: 20101040044 Tara Mutiara Sari
%O Dr. Labibah, M.LIS.
%T LIBRARY PROMOTION STRATEGIES
TO INCREASE LIBRARY VISITORS AT POST PANDEMIC ERA:
COMPARATIVE STUDY OF ‘AISYIYAH YOGYAKARTA UNIVERSITY LIBRARY AND ALMA ATA YOGYAKARTA UNIVERSITY LIBRARY
%X This article describes the promotional strategies carried out by the 'Aisyiyah Yogyakarta Library and the Alma Ata Yogyakarta Library in increasing interest in visiting libraries in the post-pandemic period along with their supporting and challenging factors. This research is a qualitative research with a comparative study approach. The subjects in this study consist of head of the library, promotion team of the library, and visitors. The object in this study is promotion strategy of the 'Aisyiyah Yogyakarta Library and the Alma Ata Yogyakarta Library to increase library visitors interest at post pandemic era. Data collection techniques are carried out by means of observation, documentation, and interviews. The validity test in this study uses triangulation and membercheck. This study compares the promotion strategies of 'Aisyiyah Yogyakarta Library (UNISA) and Alma Ata Yogyakarta Library to increase library visitors at post pandemic era. The result of this research found that both libraries utilize various communication platforms, collaborate with third parties, and develop promotional programs according to their respective characteristics. The strategies used include social media, direct communication with users, lecturer engagement, and feedback collection. UNISA focuses on internal cooperation and social media content planning, while Alma Ata prioritizes external cooperation and uses online promotional media and newspapers. In terms of promotion programs (promotion mix), the two libraries use advertising, sales promotion, public relations, personal selling and direct marketing. In conclusion, the two libraries managed to develop an effective promotion strategy even though with different approaches. Research recommendations include adding human resources for promotion, a more structured promotion plan, improving administrative efficiency, optimizing social media, and periodic evaluation of strategies. UNISA is advised to balance promotions between digital services and physical collections, while Alma Ata needs to focus on recovering interest in visits and optimizing new facilities. Both are encouraged to increase internal campus collaboration and develop information literacy programs.
%K Library Promotion, Strategy library promostion, Post Pandemic, Comparative study
%D 2024
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib73415