Pengaruh Kompetensi Komunikasi Persuasif dan Kinerja Pustakawan terhadap Kepuasan Pengguna di Perpustakaan Universitas Sumatera Utara

Abstract

The objective of the research is to measure the effect of persuasive communication competency on the users’, the librarians,performance toward the users’ satisfaction, and the effect of persuasive communication and librarians’ performance on users’ satisfaction at the library of the Universitas Sumatera Utara. The research uses quantitative correlation method which is aimed to understand the correlation between the variables. The theory of Elaboration

research. The population is all persons who have visited the library, and the samples are taken by using accidental sampling technique. The research instrument is questionnaires in digital form, Google form, which are distributed to 392 respondents. The data are analyzed by using single table, cross table analysis, partial test, simultaneous T-test, and determination coefficient. The result of the research shows that H,1 is accepted which indicates that there is positive and significant effect of persuasive communication on the users’ satisfaction. H,2 is accepted which indicates that there is positive and significant effect of librarians’ performance on the users’ satisfaction, and simultaneously H,3 is accepted which indicates that there is positive and significant effect of persuasive communication competency and librarians’ performance on the satisfaction of the users of USU library. Persuasive communication -and librarians’ performance are able to explain their effect on users’ satisfaction of 58.4%, based on Guilford Scale in the category of medium and has high effect while the remaining 41.6% is affected by other variables such as the effect of Physical facility, collection availability, and information technology.