ANALISIS PROMOSI DI PERPUSTAKAAN MUSEUM BENTENG VREDEBURG MENGGUNAKAN METODE SWOT

Bilqis Febriani Berlian, NIM.: 19101040106 (2023) ANALISIS PROMOSI DI PERPUSTAKAAN MUSEUM BENTENG VREDEBURG MENGGUNAKAN METODE SWOT. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The aim of this research is to identify and analyze promotional activities implemented by librarians using the SWOT approach, in order to increase interest in visiting visitors to the Fort Vredeburg Museum Library environment. It is hoped that the benefits of this research will be useful in improving library promotional activities. This research is descriptive qualitative research. Data collection uses observation, interview and documentation techniques. Data validation uses extended observations, triangulation, and member checking. The data analysis uses the Miles & Huberman theory, namely with three stages, data reduction, data display, and conclusion drawing/verification. The Fort Vredeburg Museum Library implemented three of the eight promotional activities described in Kotler's promotion mix theory, which was further enriched by Sujatna. The types of promotional activities implemented include publicity, personal selling, and interactive marketing. In the aspect of publicity, the Fort Vredeburg Museum Library carries out promotional strategies through the Fort Vredeburg Museum website, organizes the book review program "The Mustache," utilizes YouTube publicity channels, and holds book review webinars. Meanwhile, personal selling activities include guidance by educators and library services provided by librarians. On the interactive marketing side, the library is also active in holding quiz activities on the Instagram platform. Of the three promotional strategies at the Fort Vredeburg Library, it can be stated that the interactive marketing strategy involving quizzes on the Instagram platform is considered better. This is due to its ability to attract significant participant interest and high interactivity in its implementation. In contrast, a promotional strategy that shows a less significant impact is publicity via the website. This assessment is based on several weaknesses, including a lack of updated information, limited interactivity, and limited targeting only to groups of people with specific information needs related to the Fort Vredeburg Museum website.

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