Analisis Bauran Promosi Perpustakaan Universitas Muhammadiyah Sumatera Utara

Abstract

This study was conducted at the Universitas Muhammadiyah Sumatera Utara (UMSU) library to determine the library's implementation of promotional mix activities. Library promotional mix aims to provide effective information and increase awareness and confidence for users to visit or use the services provided by the library. This study employed descriptive research with a qualitative approach, with the type of data needed being primary and secondary data with data collection techniques, namely observation, interviews, and documentation. The informants used in this study amounted to 4 (four) people, namely 1 (one) person in charge/coordinator of UMSU Library promotion and 3 (three) members of library promotion. The data collected were then analyzed in several stages, starting from data reduction, data display, and conclusion drawing, all of which used three data validity techniques: source, technique, and time triangulation. The results of this study indicated that the implementation of promotional mix activities at UMSU library has maximally used all indicators of the promotional mix, which are: (1) Advertising uses two types of media, namely print media (brochures, handbooks, flyers, banners, posters, banners, stickers, newspapers) and electronic media (Instagram, YouTube, Facebook, library website, OPAC website, television, radio); (2) Personal Selling is applied to several services and activities such as consultation services, user education, suggestion boxes, book proposals, complaint contacts, user needs and satisfaction surveys; (3) Sales promotion is carried out by UMSU volunteers and UMSU Librarians by providing incentives to each contributor to library events, and providing certificates, as well as increasing experience in public speaking; (4) Public relations is applied to several tools, services and activities such as posters, radio, exhibitions, library surveys, and display windows; and (5) Direct Marketing is applied in two methods, namely using direct letter and direct mail marketing. This research concludes that the UMSU Library has optimally implemented the five indicators of the promotion mix even though it encountered several problems in its planning and implementation.