ALIVE LIBRARY SEBAGAI BRAND POSITIONING DI PERPUSTAKAAN SEKOLAH BINA PERSADA

Sugara, Septian (2016) ALIVE LIBRARY SEBAGAI BRAND POSITIONING DI PERPUSTAKAAN SEKOLAH BINA PERSADA. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Brand positioning merupakan salah satu brand strategy dimana perpustakaan dapat membentuk citra yan diinginkan. Pada pelaksanaannya, belum banyak perpustakaan yang mengiplementasikan brand positioning sebagai bagian dari kegiatan promosi. Salah satu perpustakaan yang telah melaksanakan brand positioning adalah Perpustakaan Sekolah Bina Persada (SBP), dengan citra yang ingin dibangun berupa alive library. Penelitian ini dilatarbelakangi oleh fenomena implementasi brand positioning alive library sebagai suatu keunggulan yang diterapkan di Perpustakaan Sekolah Bina Persada. Konsep ini salah satunya dilakukan dengan cara memajang hasil karya siswa (baik berupa gambar maupun tulisan) di perpustakaan. Menurut pustakawan, cara ini efektif dalam meningkatkan rasa memiliki dan minat kunjung pemustaka. Penelitian ini dilakukan dengan menggunakan pendekatan kualitatif studi kasus. Teknik pengumpulan data dilakukan dengan cara observasi, wawancara dan studi dokumentasi. Temuan hasil penelitian mencakup: (1) alive library sebagai brand positioning di Perpustakaan Sekolah Bina Persada dilandasi oleh keprihatinan Pustakawan terhadap pembatasan waktu kunjungan siswa ke perpustakaan. (2) implementasi brand positioning di Perpustakaan Sekolah Bina Persada dapat dikatakan berhasil, meskipun pada penerapannya belum sesuai dengan teori. (3) pola implementasi brand positioning alive library yang dapat menjadi model untuk diimplementasikan di perpustakaan (sekolah) lainnya;--- Brand positioning is one of brand strategies, which the library can develop its expected image. In practice, just a few library has implement the brand positioning, one of them is Perpustakaan Sekolah Bina Persada (SBP), with ‘alive library’ as the expected image.
This research is motivated by the phenomenon of ‘alive library’ brand positioning implementation as a superiority at Perpustakaan Sekolah Bina Persada. One of the way to implement this concept was by displaying students’ work (either letters or image) in the library. Librarian said, it is effectively increase the sense of belonging and users interest. Approach used in this research was case study qualitative. The data were collected by observation, interview and study of documentation. The findings of the research are : (1) alive library as brand positioning at Perpustakaan Sekolah Bina Persada is motivated by librarian’s concern of students’ visit restriction. (2) implementation of brand positioning at Perpustakaan Sekolah Bina Persada is generally successful, although the implementation hasn’t fitted the theory. (3) pattern of alive library brand positioning implementation, which has a possibility to be a model of implementation at another (school) library.

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Item Type:	Thesis (S1)
Additional Information:	Nomor Panggil : S PSPI SUG a-2016; Nama Pembimbing : I. Dody Rusmono II. Susanti Agustina
Uncontrolled Keywords:	Alive Library, Brand Positioning, Perpustakaan Sekolah, Pustakawan.
Subjects:	Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science Z Bibliography. Library Science. Information Resources > Z719 Libraries (General) Z Bibliography. Library Science. Information Resources > ZA Information resources
Divisions:	Fakultas Ilmu Pendidikan > Program Studi Perpustakaan dan Informasi
Depositing User:	Mr mhsinf 2017
Date Deposited:	14 Sep 2017 06:07
Last Modified:	14 Sep 2017 06:07
URI:	http://repository.upi.edu/id/eprint/25823

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