PERSEPSI PEMUSTAKA TERHADAP PENERAPAN DESAIN GRAFIS FEED INSTAGRAM DALAM STRATEGI BRANDING PADA PROMOSI DI PERPUSTAKAAN UIN SUNAN KALIJAGA YOGYAKARTA

Elly Dwiyanti Rohmah, NIM.: 20101040007 (2024) PERSEPSI PEMUSTAKA TERHADAP PENERAPAN DESAIN GRAFIS FEED INSTAGRAM DALAM STRATEGI BRANDING PADA PROMOSI DI PERPUSTAKAAN UIN SUNAN KALIJAGA YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The aim of this research is to find out and explain library perceptions regarding the application of Instagram feed graphic design in branding strategies for promotions at the UIN Sunan Kalijaga Yogyakarta Library. The research method used is descriptive quantitative, with the subject being users who follow the Instagram account @perpusuinyogyakarta. The object of this research is the graphic design of Instagram feeds in branding strategies for promotions. Sampling used accidental sampling technique while data collection techniques used questionnaires, observation and documentation. Data analysis was carried out using the mean and grand mean. The research results show that users' perceptions of the application of Instagram feed graphic design in branding strategies for promotions at the UIN Sunan Kalijaga Yogyakarta Library reached a score of 3.04, in the good category. This indicates that the application of graphic design on Instagram feed as a branding strategy for promotions at UIN Sunan Kalijaga Library is effective and has successfully attracted the attention of library users through the visual impact of each post, thereby reinforcing the library's image. The average score for the graphic design sub-variable is 3.05, which falls into the 'good' category. The brand elements sub-variable, with a score of 2.96, is also in the 'good' category. The brand positioning sub-variable scores 3.09, categorized as 'good.' The promotion sub-variable, with a score of 3.23, falls into the 'good' category. Finally, the Instagram social media sub-variable, with a score of 2.89, is classified as 'good’. It is hoped that the library will continue to maintain and try to improve library branding through implementing attractive graphic designs as a form of promotion via Instagram social media.

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