Penggunaan Media Sosial Instagram Sebagai Media Promosi Dinas Arsip Dan Perpustakaan Kota Bandung
DOI:
https://doi.org/10.30999/n-jils.v6i1.3056Keywords:
media sosial instagram, promosi perpustakaan, AIDAAbstract
Bandung City Archives and Library Service carries out library promotion activities using Instagram social media. However, the level of visits and borrowing of library collections at Bandung City Archives and Library Service tends to be little and the visualization and content on Instagram social media is not very attractive, tending to frequently upload content regarding official activities. So that promotion of the library has not fully been able to generate desire and has not been optimal enough to attract audiences in generating visits and utilizing library facilities. The purpose of this study was to find out and describe the use of social media Instagram as a library promotional medium in increasing the number of visitors and the number of borrowing library collections at Bandung City Archives and Library Service using AIDA model. This study uses a descriptive qualitative approach. Data collection techniques through observation, interviews and documentation. The data analysis technique used is data reduction, data presentation and conclusion. The results showed that the use of social media Instagram as a promotional medium for the library of Bandung City Archives and Library Service had achieved an AIDA model, namely being able to attract attention, maintain interest, generate desire, and generate action. So that Instagram social media as a library promotion media has succeeded in increasing the number of visitors and the number of borrowing library collections at Bandung City Archives and Library Service.
Keywords: instagram social media, library promotion, AIDA
ABSTRAK
Dinas Arsip dan Perpustakaan Kota Bandung melakukan kegiatan promosi perpustakaan dengan menggunakan media sosial Instagram. Tetapi tingkat kunjungan dan peminjaman koleksi perpustakaan di Dinas Arsip dan Perpustakaan Kota Bandung cenderung sedikit dan visualisasi serta konten pada media sosial Instagram belum terlalu menarik, cenderung sering mengunggah konten mengenai kegiatan dinas. Sehingga promosi perpustakaan belum sepenuhnya dapat menimbulkan keinginan dan belum cukup optimal menarik khalayak dalam menghasilkan tindakan berkunjung dan memanfaatkan fasilitas perpustakaan. Tujuan dari penelitian ini adalah ingin mengetahui dan mendeskripsikan penggunaan media sosial Instagram sebagai media promosi perpustakaan dalam meningkatkan jumlah pengunjung serta jumlah peminjaman koleksi perpustakaan di Dinas Arsip dan Perpustakaan Kota Bandung menggunakan model AIDA. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data melalui observasi, wawancara dan dokumentasi. Teknik analisis data yang digunakan adalah reduksi data, penyajian data dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa penggunaan media sosial Instagram sebagai media promosi perpustakaan Dinas Arsip dan Perpustakaan Kota Bandung telah mencapai model AIDA yaitu dapat menarik perhatian, mempertahankan ketertarikan, menimbulkan keinginan, dan menghasilkan tindakan. Sehingga media sosial Instagram sebagai media promosi perpustakaan berhasil meningkatkan jumlah pengunjung serta jumlah peminjaman koleksi perpustakaan di Dinas Arsip dan Perpustakaan Kota Bandung.
References
Asosiasi Penyelenggara Jasa Internet Indonesia. (2022). Profil Internet Indonesia 2022. Retrieved 10 November 2022 from Asosiasi Penyelenggara Jasa Internet Indonesia: https://apjii.or.id
Azmi, N. (2022). Evaluasi Strategi Promosi Perpustakaan Pada Dinas Kearsipan dan Perpustakaan Kabupaten Langkat Sumatera Utara Berdasarkan Konsep Attention, Interest, Desire, Action (AIDA). Universitas Islam Negeri Ar-Raniry. https://repository.ar-raniry.ac.id/id/eprint/23356/
Khoeriyah, Y. S., Indah, R. N., & Achmad Syam, R. Z. (2021). Efektivitas Pelaksanaan Program Gerakan Literasi Sekolah Melalui Reading Challenge Di SMA Plus Al-GhifarI Bandung. Info Bibliotheca: Jurnal Perpustakaan Dan Ilmu Informasi, 2(2): 115–126. https://doi.org/10.24036/ib.v2i2.115
Musaddik, M., & Nurislaminingsih, R. (2019). ANALISIS IMPLEMENTASI LAYANAN JAMILA (JAMINAN LAYANAN PRIMA MENGANTAR BUKU ANDALAN KE PEMUSTAKA) DI PERPUSTAKAAN UMUM KOTA YOGYAKARTA. Jurnal Ilmu Perpustakaan, 7(1), 111-120. Retrieved from https://ejournal3.undip.ac.id/index.php/jip/article/view/22822
Oktaviani, F., & Rustandi, D. (2018). Implementasi Digital Marketing dalam Membangun Brand Awareness. PRofesi Humas, 3(1), 1-20. doi:http://dx.doi.org/10.24198/prh.v3i1.15878
Prisgunanto, I. (2019). Aplikasi Teori dalam Sistem komunikasi di Indonesia. Jakarta: Kencana.
Rodin, R. (2017). Teknologi Informasi dan Fungsi Kepustakawanan: Pemikiran tentang Perpustakaan dan Kepustakawanan Indonesia. Yogyakarta: Calpulis.
Shifa, D. A. F. (2020). Analisis Bauran Informasi sebagai Strategi Pemasaran Informasi di Perpustakaan Universitas Indonesia. Jurnal Ilmu Perpustakaan, 9(3), 35-46. Retrieved from https://ejournal3.undip.ac.id/index.php/jip/article/view/37972
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Suharso, P., & Pramesti, A. N. (2019). Promosi Perpustakaan Melalui Instagram: Studi di Perpustakaan Universitas Airlangga. Publication Library and Information Science, 3(2), 66–74. https://journal.umpo.ac.id/index.php/PUBLIS/article/view/2074
Sukarno, L. G. (2017). Promosi Perpustakaan melalui Media Sosial di Perpustakaan SMA Negeri 2 Metro. Media Pustakawan, 24(4), 56–61. https://doi.org/10.37014/medpus.v24i4.526
Tobing, D. H., Herdiyanto, Y. K., Astiti, D. P., Rustika, I. M., Indrawati, K. R., SusilawatI, L. K. P. A., Suarya, L. M. K. S., Lestari, M. D., Vembriati, N., Wilani, N. M. A., Wulanyani, N. M. S., Widiasavitri, P. N., Budisetyani, P. W., Supriyadi, & Marheni, A. (2016). Bahan Ajar Metode Penelitian Kualitatif. Program Studi Psikologi Fakultas Kedokteran Universitas Udayana.
Undang-Undang Republik Indonesia. (2007). Undang-Undang Nomor 43 Tahun 2007 Tentang Perpustakaan.
We Are Social. (2022). Digital 2022 Indonesia: The Essential Guide To The Latest Connected Behaviours. Retrieved 05 Desember 2022 from https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2022/
Zuhri, M. A. M., & Christiani, L. (2019). PEMANFAATAN MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI LIBRARY BASED COMMUNITY (STUDI KASUS KOMUNITAS PERPUSTAKAAN JALANAN SOLO @Koperjas). Jurnal Ilmu Perpustakaan, 7(2), 21-30. Retrieved from https://ejournal3.undip.ac.id/index.php/jip/article/view/22899
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2024 Nusantara Journal of Information and Library Studies (N-JILS)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Nusantara Journal of Information and Library Studies journal and afiliasi as the publisher of the journal. Copyright encompasses rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms, and any other similar reproductions, as well as translations.
Nusantara Journal of Information and Library Studies and the Editors make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in Nusantara Journal of Information and Library Studies journal are the sole and exclusive responsibility of their respective authors and advertisers.
The Copyright Transfer Form can be downloaded here: [copyright transfer form]. The copyright form should be signed originally and send to the Editorial Office in the form of original mail, scanned document or fax :
Rosiana Nurwa Indah (Editor-in-Chief)
Editorial Office of Nusantara Journal of Information and Library Studies (N-JILS)
Program Studi Ilmu Perpustakaan dan Informasi
Jl. Soekarno Hatta No. 530 Bandung
Email: jils.uninus@gmail.com
