STRATEGI PROMOSI UNTUK MENARIK MINAT PENGUNJUNG DI BADAN PERPUSTAKAAN DAN ARSIP DAERAH PROVINSI DIY

Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui (1) bentuk kegiatan promosi di BPAD; (2) proses kegiatan promosi BPAD; (3) hambatan promosi BPAD; (4) upaya mengatasi hambatan promosi BPAD. Penelitian ini merupakan penelitian deskriptif kualitatif. Sumber informasi dalam penelitian ini adalah kepala unit pelayanan, pustakawan, dan pengunjung BPAD. Teknik pengumpulan data menggunakan wawancara, observasi dan dokumentasi. Uji keabsahan data dilakukan dengan triangulasi data. Data dianalisis dengan teknik analisis kualitatif model Miles dan Huberman dengan tahapan pengumpulan data, reduksi data, penyajian data dan penarikan kesimpulan. Hasil penelitian menunjukkan sebagai berikut. (1) Bentuk kegiatan promosi telah mendukung tujuan BPAD dalam menarik minat pengunjung. (2) Proses kegiatan promosi BPAD kurang baik. (3) Hambatan yang terjadi berasal dari dalam lembaga. (4) Upaya yang dilakukan sudah baik dengan melihat hambatan yang terjadi. Kata kunci : Perpustakaan Daerah, Strategi Promosi, Minat Pengunjung Abstract This objective of the research is to figure out (1) the forms of promotion activity in BPAD; (2) the BPAD promotion activity process; (3) the obstacle of BPAD promotion; (4) the effort to overcome the obstacle of BPAD promotion. This is a descriptive-qualitative research. The information sources of this research were the head of service unit, librarians and the visitors of BPAD. The implemented techniques of the data collection were interview, observation and documentation. This research was using triangulation technique in order to fulfill the data validity test. The data were analyzed by using the Miles and Huberman qualitative analysis technique. The steps of the technique were data collecting, data reduction, data presentation, and making the conclusion. The results of the research were; (1) the promotion activity forms had already support the purpose of BPAD in increasing visitors’ interest, (2) the process of promotion activity of BPAD was not good enough, (3) the obstacles came from within the institution, (4) the efforts that made were good enough, based on what was occurred.
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Key words: district library, promotion strategy, visitors’ interest.