EMOTIONAL BRANDING MENGGUNAKAN KONSEP MODEL BRAND EQUITY KELLER: Kualitatif Eksploratif di Perpustakaan Pitimoss Fun Library dalam Mempertahankan Minat Kunjung Perpustakaan

Aghnia Firasyan Hakiima, - (2023) EMOTIONAL BRANDING MENGGUNAKAN KONSEP MODEL BRAND EQUITY KELLER: Kualitatif Eksploratif di Perpustakaan Pitimoss Fun Library dalam Mempertahankan Minat Kunjung Perpustakaan. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini memiliki latar belakang yaitu pertama, sudah banyak perpustakaan yang telah menerapkan layanan berbasis emotional branding dalam pelayanan jasa dan pelayanan produk perpustakaan. Kedua, adanya penurunan minat baca terhadap buku fisik yang
disebabkan dengan adanya perkembangan teknologi yang ditandai dari segi kehadiran
internet dan e-book. Ketiga, Brand equity sebagai perhatian lembaga dalam menerapkan
emotional branding. Maka dari itu, tujuan dari penelitian ini adalah untuk mengetahui lebih
lanjut terkait penerapan emotional branding yang menggunakan konsep model brand
equity keller yang terdapat di perpustakaan. Penelitian ini menggunakan metode kualitatif
eksploratif. Peneliti melakukan kegiatan observasi secara sistematik, melakukan
wawancara terhadap tiga staf, satu pendiri, dan lima pengunjung, serta melakukan studi
dokumentasi sebagai dokumen pendukung di Perpustakaan Pitimoss. Kesimpulan yang
didapatkan dari penelitian tentang emotional branding menggunakan konsep model brand
equity keller di Perpustakaan Pitimoss: (a) Pertama, pilar hubungan pada emotional
branding dilakukan perpustakaan dengan memperhatikan brand relationship pada brand
equity keller; (b) Kedua, pilar pancaindra pada emotional branding dilakukan perpustakaan
dengan memperhatikan brand responses pada brand equity keller; (c) Ketiga, pilar
imajinasi pada emotional branding dilakukan perpustakaan dengan memperhatikan brand
meaning pada brand equity keller; (d) Keempat, pilar visi pada emotional branding
dilakukan perpustakaan dengan memperhatikan brand identity pada brand equity keller.

This research has a background, namely first, there have been many libraries that have
implemented emotional branding-based services in providing library services and product
services. Second, there is a decline in reading interest in physical books caused by
technological developments which are marked in terms of the presence of the internet and
e-books. Third, Brand equity as an institution's concern in implementing emotional
branding. Therefore, the purpose of this research is to find out more about the application
of emotional branding using the concept of Keller's brand equity model found in the library.
This study uses exploratory qualitative methods. Researchers carried out systematic
observation activities, conducted interviews with three staff, one founder, and five visitors,
and conducted documentation studies as supporting documents at the Pitimoss Library.
The conclusions obtained from research on emotional branding using the concept of the
brand equity keller model at the Pitimoss Library: (a) First, the pillars of the relationship
to emotional branding are carried out by the library by paying attention to the brand
relationship to brand equity keller; (b) Second, the five sensory pillars of emotional
branding are carried out by libraries by paying attention to brand responses to Keller's
brand equity; (c) Third, the imagination pillar in emotional branding is carried out by the
library by paying attention to the brand meaning in the Keller brand equity; (d) Fourth,
the vision pillar of emotional branding is carried out by the library by paying attention to
brand identity in the Keller brand equity.

	Text S_PSPI_1900420_Title.pdf Download (441kB)
	Text S_PSPI_1900420_Chapter1.pdf Download (154kB)
	Text S_PSPI_1900420_Chapter2.pdf Restricted to Staf Perpustakaan Download (437kB)
	Text S_PSPI_1900420_Chapter3.pdf Download (227kB)
	Text S_PSPI_1900420_Chapter4.pdf Restricted to Staf Perpustakaan Download (369kB)
	Text S_PSPI_1900420_Chapter5.pdf Download (196kB)
	Text S_PSPI_1900420_Appendix.pdf Restricted to Staf Perpustakaan Download (5MB)

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Deni Darmawan: 5973309 Susanti Agustina: 5994966
Uncontrolled Keywords:	Brand Equity, Emotional Branding, Taman Baca Masyarakat, Community Reading Garden
Subjects:	Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science Z Bibliography. Library Science. Information Resources > Z719 Libraries (General)
Divisions:	Fakultas Ilmu Pendidikan > Program Studi Perpustakaan dan Informasi
Depositing User:	Aghnia Firasyan Hakiima
Date Deposited:	15 Sep 2023 00:21
Last Modified:	15 Sep 2023 00:21
URI:	http://repository.upi.edu/id/eprint/104190

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