PROMOSI DAN BRANDING BERBASIS TEORI INTERAKSIONISME SIMBOLIK PADA APLIKAN E-WOM DI PERPUSTAKAAN DINAS PENDIDIKAN KOTA YOGYAKARTA

Handiawan Angling Prayuda, S.IP, NIM.: 18200010038 (2020) PROMOSI DAN BRANDING BERBASIS TEORI INTERAKSIONISME SIMBOLIK PADA APLIKAN E-WOM DI PERPUSTAKAAN DINAS PENDIDIKAN KOTA YOGYAKARTA. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This thesis discusses the promotion and branding based on symbolic interactionism theory in the application of E-WOM (Electronic Word of Mouth) in the Yogyakarta City Education Office Library. The purpose is to; (1) to find out promotion based on symbolic interactionism theory on the application of E-WOM (Electronic Word of Mouth) and the obstacles faced in the Yogyakarta City Education Office Library. (2) to find out branding efforts based on symbolic interactionism theory in the application of E-WOM (Electronic Word of Mouth) in the Yogyakarta City Education Office Library. This study used qualitative research methods. Test the validity of the data using a test of credibility, transferability, dependability, and confirmability. Data analysis techniques are used through data reduction, data presentation, and drawing conclusions. The results of this study are; (1) promotion based on symbolic interactionism theory in the application of E-WOM (Electronic Word of Mouth) in the Yogyakarta City Education Office Library initially only using conventional media such as banners and leaflets. Promotion that has been done so far is in terms of the submission of invitations or appeals to utilize library collections. The promotions conducted by the library are grouped based on the purpose of promotion as follows: (a) modification of the Library User Behavior; (b) inform Promotion Activities to Library Users; (c) provide Motivation to Library Users; (d) remind the promotion of the library users continuously. (2) The obstacles faced by libraries in promotion and branding are the lack of human resources who manage libraries and do odd jobs which have an impact on promotion and branding activities that are not running optimally. But the library continues to strive for these activities to continue to run by working with internal parties who can help as well as external parties in this case with the city or provincial library. (3) Branding efforts made by the Yogyakarta City Education Office Library to obtain an identity for the brand owned based on four perspectives, namely as follows: (a) brand as Product; (b) brand as Organization; (c) brand as Person; (d) brand as Symbol.

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