Strategi Promosi dan Pemasaran Layanan di Perpustakaan pada Era Society 5.0: Systematic Literature Review
DOI:
https://doi.org/10.37014/medpus.v32i2.5114Keywords:
library promotion, library marketing, social media, academic libraryAbstract
The emergence of Society 5.0 demands that libraries innovate in their promotional strategies to adapt to digital transformation and shifting user behaviors. This study aims to identify the promotional strategies employed by libraries and the challenges encountered in their implementation. Utilizing a Systematic Literature Review (SLR) approach, this research analyzed 12 peer-reviewed articles published between 2017 and 2023, sourced from the ProQuest database. The findings reveal that libraries have adopted a variety of promotional techniques, including the use of social media, library exhibitions, promotional products (such as websites and email services), and special programs or events like user orientations and seminars. Among these, social media platforms—particularly Facebook, WhatsApp, and YouTube—are the most frequently utilized tools. However, several challenges persist, including inadequate infrastructure, the absence of institutional regulations, limited budget allocations, and insufficient technical competencies among librarians in managing digital promotion tools. This study concludes that while libraries have made considerable efforts to adapt promotional strategies in the digital era, institutional support and capacity-building initiatives for librarians are crucial to enhancing the effectiveness and sustainability of library marketing practices.References
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Abule, M. A., & Garaba, F. (2021). Marketing strategies used by medical libraries of public universities for their information resources and services in the North-Western Geopolitical Zone of Nigeria. Library Philosophy and Practice, 2021, 1–14. https://www.proquest.com/scholarly-journals/promoting-borsah-library-complex-cape-coast/docview/2603245619/se-2
Affum, M. Q. (2021). Promoting Borsah Library Complex (Cape Coast Technical University) main library through Facebook. Library Philosophy and Practice, 1–31. https://www.proquest.com/scholarly-journals/promoting-borsah-library-complex-cape-coast/docview/2603245619/se-2?accountid=17242
Akporhonor, B. A., & Fasae, J. K. (2020). Use of social media by librarians in promoting library and information resources and services in Academic Libraries in Ekiti and Ondo States, Nigeria. Library Philosophy and Practice, 2020, 1–19. https://www.proquest.com/scholarly-journals/use-social-media-librarians-promoting-library/docview/2446728529/se-2
Alhosseini Almodarresi, S. M., Shahadati, A., & Ardekani, S. S. (2020). Social marketing interventions in Iran: A systematic review; 2002–2017. Social Marketing Quarterly, 26(1), 47–61. https://doi.org/10.1177/1524500419900823
Anwar, M., & Zhiwei, D. T. (2019). Skills, knowledge and competencies for future librarians: A review paper. International Journal of Technical Research & Science, 04(10), 22–25. https://doi.org/10.30780/IJTRS.V04.I10.005
Arumugam, J., & Balasubramani, R. (2019). Impact of social media tools in promoting the library services in engineering colleges in Tamilnadu. Library Philosophy and Practice, 2019. https://www.proquest.com/scholarly-journals/impact-social-media-tools-promoting-library/docview/2303164688/se-2
Aslam, M. (2018). Marketing strategies for academic libraries in the 21st century. International Research: Journal of Library and Information Science, 8(1), https://www.proquest.com/scholarly-journals/marketing-strategies-academic-libraries-21st/docview/2133915145/se-2
Atuase, D., & Maluleka, J. (2023). Marketing of library resources and its impact on the library usage of distance-learning students. Digital Library Perspectives, 39(1), 111–123. https://doi.org/10.1108/DLP-03-2022-0025
Ayuningtyas, A. A. (2022). Penerapan internet of things (IoT) dalam upaya mewujudkan perpustakaan digital di era society 5.0. Jurnal Ilmu Perpustkaan, 11(1), 29–36. https://ejournal3.undip.ac.id/index.php/jip/article/view/40244
Budiman, Arif, E., & Roem, E. R. (2019). Pemanfaatan media sosial sebagai sarana promosi Perpusda Kabupaten Belitung Timur. Jurnal Ranah Komunikasi (JRK), 3(1), 34–44. https://doi.org/10.25077/rk.3.1.34-44.2019
Darmanto, P. (2020). Manajemen perpustakaan. Bumi Aksara.
Dube, T. V. (2023). Promotion strategies in academic libraries: improving the ability of students to access information resources and services during the COVID-19 era. Library Philosophy and Practice, August, 1–16. https://www.proquest.com/scholarly-journals/promotion-strategies-academic-libraries-improving/docview/2858410257/se-2
Endarti, S. (2022). Perpustakaan sebagai tempat rekreasi informasi. ABDI PUSTAKA: Jurnal Perpustakaan Dan Kearsipan, 2(1), 23–28. https://doi.org/10.24821/jap.v2i1.6990
Fatimah. (2018). Perpustakaan, manfaat, kelebihan dan kekurangan. Jurnal Imam Bonjol: Kajian Ilmu Informasi Dan Perpustakaan, 2(1), 30–35. https://doi.org/10.15548/jib.v2i1.27
Fidelia, M., Golung, A. M., & Posumah-Rogi, S. (2021). Peranan promosi perpustakaan dalam meningkatkan minat kunjung di Dinas Perpustakaan dan Kearsipan Kota Manado. Acta Diurna Komunikasi, 3(2), 1–10. https://ejournal.unsrat.ac.id/v3/index.php/actadiurnakomunikasi/article/view/33393
Undang-Undang Republik Indonesia Nomor 43 Tahun 2007 Tentang Perpustakaan. https://jdih.perpusnas.go.id/detail/49
Ismail, D. T. T. (2021). Analisis elemen AIDA pada media sosial instagram sebagai media promosi perpustakaan di Dinas Arsip dan Perpustakaan Kabupaten Bandung. Palimpsest: Jurnal Ilmu Informasi Dan Perpustakaan, 12(1), 37–47. https://doi.org/10.20473/pjil.v12i1.25152
Joel, A. P., Dawha, E. M. K., & Istifanus, I. L. (2020). Library professionals use of social media technologies for promoting library services in University Libraries in North East Nigeria. Library Philosophy and Practice, 1–14. https://www.proquest.com/scholarly-journals/library-professionals-use-social-media/docview/2465478976/se-2
Joshua, D., & Michael, D. (2020). Effective marketing techniques for promoting library services and resources in Academic libraries. Library Philosophy and Practice, 2020 (August), 1–30. https://www.proquest.com/scholarly-journals/effective-marketing-techniques-promoting-library/docview/2450797597/se-2
Labake Agboke, A., & Effiong, A. E. (2020). Promotional techniques used as marketing strategies for library resources and services. Research Journal of Library and Information Science, 4(2), 29–34. https://doi.org/10.22259/2637-5915.0402004
Labibah, & Pitri, U. E. (2022). Pelaksanaan user education sebagai upaya promosi perpustakaan pada UPT. Perpustakaan Universitas Malikussaleh Lhokseumawe. Indonesian Journal of Academic Librarianship, 5(2), 1–8. http://www.journals.apptisjatim.org/index.php/ijal/article/view/112
Mahardika, A. R. (2022). Manajemen perpustakaan. Jurnal Informasi Dan Humas, 1(1). https://ojs2.relawanjurnal.id/index.php/jih/article/view/126
Malekani, A., & Benard, R. (2018). Effective outreach techniques for the promotion of library information resources in academic libraries in Tanzania: A case of Sokoine National Agricultural Library. Library Philosophy and Practice, 1-21. https://www.proquest.com/scholarly-journals/effective-outreach-techniques-promotion-library/docview/2007086454/se-2
Mandrekar, B., & e Rodrigues, M. C. (2020). Marketing of library and information products and services during Covid -19 pandemic: A study. Library Philosophy and Practice, 1–18. https://www.proquest.com/scholarly-journals/marketing-library-information-products-services/docview/2465475805/se-2
Masriastri, I. G. A. K. Y. (2018). Perpustakaan dan masyarakat informasi. Al-Maktabah, 3(2), 72–83. https://core.ac.uk/download/pdf/229573128.pdf
Mohammed, H., & Ibrahim, A. K. (2021). Promoting the use of library services: Challenges and prospects in some ghanaian technical universities. Library Philosophy and Practice, 1–27. https://www.proquest.com/scholarly-journals/promoting-use-library-services-challenges/docview/2492708534/se-2
Musnaini, M., Jambi, U., Wijoyo, H., & Indrawan, I. (2020). INDUSTRY 4.0 vs SOCIETY 5.0 (Issue September).
Nurhidayah, K., & Hanum, A. N. L. (2022). Promotional activities at Bahagia Mendawai Library Bansir Laut Village Pontianak Tenggara District. Record and Library Journal, 8(1), 143–152. https://doi.org/10.20473/rlj.V8-I1.2022.143-152
Odocha, C. P., Udo-Anyanwu, A., Opara, G., PhD., & Okereke, A. U. T., P. (2023). Social networking: A marketing strategy for effective service delivery in academic libraries in imo state. Library Philosophy and Practice, 1–21. https://www.proquest.com/scholarly-journals/social-networking-marketing-strategy-effective/docview/2788461130/se-2
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
Prabhu, A. V. S., & Tamizhchelvan, M. (2021). Youtube: The new age marketing strategy for library services. Library Philosophy and Practice, 1–9. https://www.proquest.com/scholarly-journals/youtube-new-age-marketing-strategy-library/docview/2561528790/se-2
Priyanto, I. F. (2016). Perkembangan baru dalam dunia perpustakaan. Perpustakaan Universitas Diponegoro. https://digilib.undip.ac.id/2016/04/21/perkembangan-baru-dalam-dunia-perpustakaan/
Priyogo, S. D. (2017). Efektivitas promosi perpustakaan dengan menggunakan sarana media internet. Jurnal Ilmu Informasi Dan Perpustakaan FISIP Universitas Airlangga, 6(2), 1–8. https://journal.unair.ac.id/download-fullpapers-ln07117a7efefull.pdf
Sabriana, A., & Irhandayaningsih, A. (2023). Analisis keterampilan desain grafis pustakawan pada promosi perpustakaan melalui media sosial instagram perpustakaan Kemendikbud RI. ANNUVA: Jurnal Kajian Budaya, Perpustakaan Dan Informasi, 7(4), 697–712. https://doi: 10.14710/anuva.7.4.697-712
Saleh, A. R. (2014). Pengertian perpustakaan dan dasar-dasar manajemen perpustakaan (pp. 1–45). Universitas Terbuka.
Abhijit, C. (2016). Social media and libraries: A Symbiotic relationship for 21st century librarianship. International Journal of Digital Library Services, 6(2), 32–43. http://www.ijodls.in/uploads/3/6/0/3/3603729/ijodls424.pdf
Abule, M. A., & Garaba, F. (2021). Marketing strategies used by medical libraries of public universities for their information resources and services in the North-Western Geopolitical Zone of Nigeria. Library Philosophy and Practice, 2021, 1–14. https://www.proquest.com/scholarly-journals/promoting-borsah-library-complex-cape-coast/docview/2603245619/se-2
Affum, M. Q. (2021). Promoting Borsah Library Complex (Cape Coast Technical University) main library through Facebook. Library Philosophy and Practice, 1–31. https://www.proquest.com/scholarly-journals/promoting-borsah-library-complex-cape-coast/docview/2603245619/se-2?accountid=17242
Akporhonor, B. A., & Fasae, J. K. (2020). Use of social media by librarians in promoting library and information resources and services in Academic Libraries in Ekiti and Ondo States, Nigeria. Library Philosophy and Practice, 2020, 1–19. https://www.proquest.com/scholarly-journals/use-social-media-librarians-promoting-library/docview/2446728529/se-2
Alhosseini Almodarresi, S. M., Shahadati, A., & Ardekani, S. S. (2020). Social marketing interventions in Iran: A systematic review; 2002–2017. Social Marketing Quarterly, 26(1), 47–61. https://remote-lib.ui.ac.id:2075/10.1177/1524500419900823
Anwar, M., & Zhiwei, D. T. (2019). Skills, knowledge and competencies for future librarians: A review paper. International Journal of Technical Research & Science, 04(10), 22–25. https://doi.org/10.30780/IJTRS.V04.I10.005
Arumugam, J., & Balasubramani, R. (2019). Impact of social media tools in promoting the library services in engineering colleges in Tamilnadu. Library Philosophy and Practice, 2019. https://www.proquest.com/scholarly-journals/impact-social-media-tools-promoting-library/docview/2303164688/se-2
Aslam, M. (2018). Marketing strategies for academic libraries in the 21st century. International Research: Journal of Library and Information Science, 8(1), https://www.proquest.com/scholarly-journals/marketing-strategies-academic-libraries-21st/docview/2133915145/se-2
Atuase, D., & Maluleka, J. (2023). Marketing of library resources and its impact on the library usage of distance-learning students. Digital Library Perspectives, 39(1), 111–123. https://doi.org/10.1108/DLP-03-2022-0025
Ayuningtyas, A. A. (2022). Penerapan internet of things (IoT) dalam upaya mewujudkan perpustakaan digital di era society 5.0. Jurnal Ilmu Perpustkaan, 11(1), 29–36. https://ejournal3.undip.ac.id/index.php/jip/article/view/40244
Budiman, Arif, E., & Roem, E. R. (2019). Pemanfaatan media sosial sebagai sarana promosi Perpusda Kabupaten Belitung Timur. Jurnal Ranah Komunikasi (JRK), 3(1), 34–44. https://doi.org/10.25077/rk.3.1.34-44.2019
Darmanto, P. (2020). Manajemen perpustakaan. Bumi Aksara.
Dube, T. V. (2023). Promotion strategies in academic libraries: improving the ability of students to access information resources and services during the COVID-19 era. Library Philosophy and Practice, August, 1–16. https://www.proquest.com/scholarly-journals/promotion-strategies-academic-libraries-improving/docview/2858410257/se-2
Endarti, S. (2022). Perpustakaan sebagai tempat rekreasi informasi. ABDI PUSTAKA: Jurnal Perpustakaan Dan Kearsipan, 2(1), 23–28. https://doi.org/10.24821/jap.v2i1.6990
Fatimah. (2018). Perpustakaan, manfaat, kelebihan dan kekurangan. Jurnal Imam Bonjol: Kajian Ilmu Informasi Dan Perpustakaan, 2(1), 30–35. https://doi.org/10.15548/jib.v2i1.27
Fidelia, M., Golung, A. M., & Posumah-Rogi, S. (2021). Peranan promosi perpustakaan dalam meningkatkan minat kunjung di Dinas Perpustakaan dan Kearsipan Kota Manado. Acta Diurna Komunikasi, 3(2), 1–10. https://ejournal.unsrat.ac.id/v3/index.php/actadiurnakomunikasi/article/view/33393
Undang-Undang Republik Indonesia Nomor 43 Tahun 2007 Tentang Perpustakaan. https://jdih.perpusnas.go.id/detail/49
Ismail, D. T. T. (2021). Analisis elemen AIDA pada media sosial instagram sebagai media promosi perpustakaan di Dinas Arsip dan Perpustakaan Kabupaten Bandung. Palimpsest: Jurnal Ilmu Informasi Dan Perpustakaan, 12(1), 37–47. https://doi.org/10.20473/pjil.v12i1.25152
Joel, A. P., Dawha, E. M. K., & Istifanus, I. L. (2020). Library professionals use of social media technologies for promoting library services in University Libraries in North East Nigeria. Library Philosophy and Practice, 1–14. https://www.proquest.com/scholarly-journals/library-professionals-use-social-media/docview/2465478976/se-2
Joshua, D., & Michael, D. (2020). Effective marketing techniques for promoting library services and resources in Academic libraries. Library Philosophy and Practice, 2020 (August), 1–30. https://www.proquest.com/scholarly-journals/effective-marketing-techniques-promoting-library/docview/2450797597/se-2
Labake Agboke, A., & Effiong, A. E. (2020). Promotional techniques used as marketing strategies for library resources and services. Research Journal of Library and Information Science, 4(2), 29–34. https://doi.org/10.22259/2637-5915.0402004
Labibah, & Pitri, U. E. (2022). Pelaksanaan user education sebagai upaya promosi perpustakaan pada UPT. Perpustakaan Universitas Malikussaleh Lhokseumawe. Indonesian Journal of Academic Librarianship, 5(2), 1–8. http://www.journals.apptisjatim.org/index.php/ijal/article/view/112
Mahardika, A. R. (2022). Manajemen perpustakaan. Jurnal Informasi Dan Humas, 1(1). https://ojs2.relawanjurnal.id/index.php/jih/article/view/126
Malekani, A., & Benard, R. (2018). Effective outreach techniques for the promotion of library information resources in academic libraries in Tanzania: A case of Sokoine National Agricultural Library. Library Philosophy and Practice, 1-21. https://www.proquest.com/scholarly-journals/effective-outreach-techniques-promotion-library/docview/2007086454/se-2
Mandrekar, B., & e Rodrigues, M. C. (2020). Marketing of library and information products and services during Covid -19 pandemic: A study. Library Philosophy and Practice, 1–18. https://www.proquest.com/scholarly-journals/marketing-library-information-products-services/docview/2465475805/se-2
Masriastri, I. G. A. K. Y. (2018). Perpustakaan dan masyarakat informasi. Al-Maktabah, 3(2), 72–83. https://core.ac.uk/download/pdf/229573128.pdf
Mohammed, H., & Ibrahim, A. K. (2021). Promoting the use of library services: Challenges and prospects in some ghanaian technical universities. Library Philosophy and Practice, 1–27. https://www.proquest.com/scholarly-journals/promoting-use-library-services-challenges/docview/2492708534/se-2
Musnaini, M., Jambi, U., Wijoyo, H., & Indrawan, I. (2020). INDUSTRY 4.0 vs SOCIETY 5.0 (Issue September).
Nurhidayah, K., & Hanum, A. N. L. (2022). Promotional activities at Bahagia Mendawai Library Bansir Laut Village Pontianak Tenggara District. Record and Library Journal, 8(1), 143–152. https://doi.org/10.20473/rlj.V8-I1.2022.143-152
Odocha, C. P., Udo-Anyanwu, A., Opara, G., PhD., & Okereke, A. U. T., P. (2023). Social networking: A marketing strategy for effective service delivery in academic libraries in imo state. Library Philosophy and Practice, 1–21. https://www.proquest.com/scholarly-journals/social-networking-marketing-strategy-effective/docview/2788461130/se-2
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Prabhu, A. V. S., & Tamizhchelvan, M. (2021). Youtube: The new age marketing strategy for library services. Library Philosophy and Practice, 1–9. https://www.proquest.com/scholarly-journals/youtube-new-age-marketing-strategy-library/docview/2561528790/se-2
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