| dc.description.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. | en_US |
