SAPUTRA, RICKY RINALDI (2019) STRATEGI KOMUNIKASI PEMASARAN SOSIAL DALAM MENINGKATKAN JUMLAH PENGUNJUNG PERPUSTAKAAN (Studi Kasus di Perpustakaan IPMI Business School Jakarta). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Latar belakang masalah penelitian ini adalah akses dan penelusuran informasi banyak menggunakan smartphone, iphone dan ipad sehingga menyebabkan perubahan perilaku, kebutuhan informasi dan layanan dalam memenuhi pengguna generasi Z. Tujuan dari penelitian ini untuk mengetahui strategi komunikasi pemasaran sosial Perpustakaan IPMI Business School dalam menciptakan awareness dan meningkatkan jumlah pengunjung perpustakaan. Penelitian ini menggunakan teori Kotler yaitu integrated marketing communication. Metode penelitian yang digunakan adalah studi kasus dengan pendekatan kualitatif. Promosi yang dilakukan dengan kegiatan periklanan, pemasaran langsung, promosi penjualan, publisitas dan penjualan individu. Hasil penelitian diketahui bahwa perpustakaan melakukan kegiatan promosi yang diadopsi dari pemasaran komersial dan menggabungkan 2 tipe strategi yaitu pull strategy dilakukan dengan menggunakan media periklanan melalui tv kampus, email, brosur, instagram, pow toon aplication, menyediakan online publikasi katalog untuk mengakses koleksi dan push strategy bentuk kegiatan yang dilakukan yaitu kepala perpustakaan mensosialisasikan pesan-pesan ajakan kepada mahasiswa dan mahasiswi baru agar mengunjungi perpustakaan, melatih pengguna perpustakaan untuk mencari sumber koleksi secara efektif. Kendala perpustakaan IPMI Business School dalam meningkatkan jumlah pengunjung antara lain tidak memiliki staff khusus untuk mengelola digital marketing, minimnya dana operasional untuk anggaran promosi, belum adanya software repository untuk mempublikasikan koleksi digital, belum adanya akun sosial media lain. Kata Kunci: Komunikasi Pemasaran Sosial, Integrated Marketing Communication, Perpustakaan. The background of this research problem is access and search for information using smartphones, iphone and ipad, resulting in changes in protection, information needs and services in meeting the demand of Generation Z. The purpose of this study was to determine the social marketing communication strategy of the IPMI Business School Library in creating awareness and increasing the number of library visitors. This study uses Kotler's theory of integrated marketing communication.The research method used is a case study with a qualitative approach. Promotions are carried out with with advertising, direct marketing, sales promotion, publicity and personal selling. The results of the study note that the library carries out promotional activities adopted from commercial marketing and combines 2 types of strategies, namely pull strategy carried out using advertising media through campus tv, email, brochures, instagram, pow toon applications, providing online publication catalogs to access collections and push strategies the form of activities carried out is the head of the library socializing the invitation messages to new students and students to visit the library, training library users to find sources of collections effectively. The obstacles of the IPMI Business School library in increasing the number of visitors include not having special staff to manage digital marketing, the lack of operational funds for the promotional budget, the absence of software repositories to publish digital collections, no other social media accounts. Keywords: Social Marketing Communication, Integrated Marketing Communication, Library.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-19-012 |
| NIM/NIDN Creators: | 55217110040 |
| Uncontrolled Keywords: | Social Marketing Communication, Integrated Marketing Communication, Library, CORCOM, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 15 Mar 2022 02:31 |
| Last Modified: | 20 Jun 2022 02:52 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57955 |
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