Efektivitas Pemasaran Layanan Perpustakaan Online pada Masa COVID-19 di Perpustakaan Nasional Republik Indonesia
DOI:
https://doi.org/10.37014/medpus.v30i1.3455Keywords:
online library services , effectiveness of library services, library services during the COVID-19 periodAbstract
Online library services are a way for the National Library of Indonesia to provide the role of the library in meeting the information needs of society, especially during a pandemic. As for the formulation of the problem in the research under study, namely, how is the marketing effectiveness of online library services during the COVID-19 period at the National Library of Indonesia . This study aims to measure the marketing effectiveness of online library services during the COVID-19 period at the National Library of Indonesia, using the A-T-R theory, because this theory is a theory that can be used to see the extent of marketing effectiveness. The A-T-R theory consists of three stages, namely awareness, trial, and reinforcement. The method used in this study is descriptive quantitative by collecting data using a questionnaire which is processed in the form of percentages which are then described in the form of statements. Respondents who were involved in the research were 357 people who were registered as members of the National Library. Data collection was carried out by distributing Google Forms and this research was carried out for a month. The results of the study show that the online library services of the National Library of Indonesia are in the effective category and it was found that respondents believed in using National Library of Indonesia online library services regularly.References
Adegoke, K. A. (2015). Marketing of Library and Information Services in University Libraries: A Case Study of Usmanu Danfodiyo University Library, Sokoto-Nigeria. Intellectual Property Rights: Open Access, 03(02). https://doi.org/10.4172/2375-4516.1000143
Alajmi, B. M., & Albudaiwi, D. (2021). Response to COVID-19 Pandemic: Where Do Public Libraries Stand? Public Library Quarterly, 40(6), 540–556. https://doi.org/10.1080/01616846.2020.1827618
Arikunto. (2006). Prosedur Penelitian Suatu Pendekatan Praktek. Rineka Cipta.
Dana, T., Samosir, D. H., & Widiyasa, I. M. (2015). PENGEMBANGAN DIGITAL LIBRARY PERPUSTAKAAN UNIVERSITAS ATMAJAYA YOGYAKARTA. Seminar Nasional Informatika (SEMNASIF), 1(5), Art. 5. http://jurnal.upnyk.ac.id/index.php/semnasif/article/view/781
Dhamdhere, S. N. (2012). Digital Library Services and Practices: An online survey. International Journal of Library ScienceTM, 6(2), Art. 2.
Fitriani, S. (2019). JANJI PERPUSTAKAAN DIGITAL. Al Maktabah : Jurnal Kajian Ilmu dan Perpustakaan, 4(1), Art. 1. https://doi.org/10.29300/mkt.v4i1.2042
International Federation of Library Associations and Institutions. (2020). COVID-19 and the Global Library Field. IFLA. https://www.ifla.org/covid-19-and-the-global-library-field/
Ismiyanto. (2003). Metode Penelitian. FBS UNNES.
Jones, S. (2020). Optimizing Public Library Resources in a Post COVID-19 World. Journal of Library Administration, 60(8), 951–957. https://doi.org/10.1080/01930826.2020.1820281
Karp, R. S. (2002). Powerful Public Relations: A How-to Guide for Libraries. American Library Association.
Kotler, P., & Andreasen, A. R. (2019). Strategic marketing for nonprofit organizations. Englewood Cliffs, N.J. : Prentice-Hall. http://archive.org/details/isbn_0138512051
Kotler, P., & Armstrong, G. (2010). Principles of Marketing. Pearson.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th [ed.]). Prentice Hall.
Mandrekar, B., & Rodrigues, M. C. (2020). Marketing of Library and Information Products and Services During Covid -19 Pandemic: A Study. Library Philosophy and Practice, 1–19.
Martin, S., Murugiah, D., & Nandhini, K. (2016). WEB BASED LIBRARY SERVICES – AN OVERVIEW. International Journal of Library Science and Information Management (IJLSIM),2454-910X, 2, 2454-910X.
Mohammed, H. (2019). Marketing of Library and Information Services in Selected Technical Universities in Ghana [Thesis, University of Ghana]. http://ugspace.ug.edu.gh:8080/handle/123456789/34941
Patil, S. K., & Pradhan, P. (2014). Library Promotion Practices and Marketing of Library Services: A Role of Library Professionals. Procedia - Social and Behavioral Sciences, 133, 249–254. https://doi.org/10.1016/j.sbspro.2014.04.191
Rakhmat, J. (2007). Metode Penelitian Komunikasi: Dilengkapi dengan Contoh Analisis Statistik. Remaja Rosdakarya.
Rodliyah, U. (2012, April). Perpustakaan Digital dan prospeknya menuju Resource Sharing (PeerReviewed No. 1). VISI PUSTAKA; Perpustakaan Nasional RI. http://perpusnas.go.id/magazine/perpustakaan-digital-dan-prospeknya-menuju-resource-sharing/
Setyaningrum, A. (2015). Prinsip-Prinsip Pemasaran. Andi Offset.
Shimp, T. A. (2000). Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu. Erlangga.
Sumartono. (2002). Terperangkap dalam Iklan. Meneropong Imbas Pesan Iklan Televisi. Penerbit Alfabeta.
Wiratna Sujarweni, V. (2014). Metodologi Penelitian: Lengkap, Praktis, dan Mudah Dipahami. Pustaka Baru Press.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Media Pustakawan
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
