Strategi Promosi E-Journal untuk Generasi Z di Perpustakaan Universitas Padjadjaran
Abstract
Pemanfaatan e-journal perpustakaan Universitas Padjadjaran belum menunjukkan peningkatan yang signifikan. Perlu dilakukan strategi pemasaran pemanfaatan e-journal untuk meningkatkan antusias penggunanya. Tujuan penelitian ini yaitu untuk mengetahui pemanfaatan e-journal pada generasi Z; media sosial yang digunakan generasi Z; merencanakan strategi promosi e-journal di Perpustakaan Universitas Padjadjaran. Metode penelitian dengan menggunakan metode kuantitatif dengan melakukan survei pada generasi Z sebanyak 120 responden. Berdasarkan penelitian diperoleh bahwa mahasiswa generasi Z menggunakan e-journal untuk menambah pengetahuan, menyelesaikan tugas, pendalaman materi kuliah, dan menulis artikel. Media sosial yang mayoritas digunakan oleh generasi Z adalah Whatsapp, Instagram, dan Youtube. Strategi promosi e-journal perpustakaan Universitas Padjadjaran yaitu mengenal khalayak, target pengguna potensial adalah mahasiswa, menetapkan perilaku yang diharapkan yaitu menggunakan e-journal, menyusun pesan dengan model informatif dan persuatif tentang manfaat e-journal, informasi alamat akses e-journal, jurnal apa saja yang dilanggan, dan cara aksesnya, memilih saluran komunikasi dengan menggunakan media sosial (Youtube, Instagram dan Whatsapp), promosi juga di lakukan di halaman website login masuk Unpad, user education, dan sosialisasi, dan menetapkan anggaran dengan biaya seminimal mungkin.
ABSTRACT
The utilization of e-journal Padjadjaran University library has not shown a significant increase. It is necessary to do a marketing strategy using e-journal to increase the enthusiasm of its users. The purpose of this study is to determine the use of e-journals in Generation Z; social media used by generation Z; planning e-journal promotion strategies at the Padjadjaran University Library. The research method using quantitative methods by conducting surveys in generation Z as many as 120 respondents. Based on the research, it was found that Z generation students used e-journals to increase knowledge, complete assignments, deepen lecture material, and write articles. The majority of social media used by Generation Z are Whatsapp, Instagram and Youtube. Padjadjaran University library e-journal promotion strategy is to get to know the audience, target potential users are students, determine the expected behavior that is using e-journals, compile messages with informative and persuasive models about the benefits of e-journals, e-journal access address information, what journals are subscribed, and how to access them, choosing communication channels using social media (Youtube, Instagram and Whatsapp), promotions are also carried out on the Unpad login page, user education, and socialization, and and set a budget with minimum cost.
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