PENGARUH PERSONAL BRANDING PUSTAKAWAN TERHADAP MINAT KUNJUNG DI PERPUSTAKAAN KPw BANK INDONESIA PROVINSI LAMPUNG

Veronica, Rezha Ummami (2026) PENGARUH PERSONAL BRANDING PUSTAKAWAN TERHADAP MINAT KUNJUNG DI PERPUSTAKAAN KPw BANK INDONESIA PROVINSI LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

	PDF Download (6MB)
	PDF Restricted to Repository staff only Download (6MB)

Abstract

ABSTRAK Perkembangan era digital menuntut perpustakaan untuk bertransformasi menjadi pusat layanan informasi yang dinamis dan menarik bagi pengguna. Salah satu faktor yang berperan dalam menciptakan pengalaman layanan yang berkualitas adalah personal branding pustakawan. Personal branding yang kuat diyakini mampu membangun citra positif, meningkatkan kepercayaan, serta mendorong minat kunjung pemustaka. Namun, data kunjungan Perpustakaan KPw Bank Indonesia Provinsi Lampung tahun 2024 menunjukkan adanya fluktuasi signifikan, sehingga diperlukan kajian terkait faktor internal yang mempengaruhi minat kunjung tersebut. Penelitian ini bertujuan untuk mengukur pengaruh personal branding pustakawan terhadap minat kunjung pemustaka di Perpustakaan KPw Bank Indonesia Provinsi Lampung. Penelitian menggunakan metode kuantitatif dengan jenis penelitian asosiatif kausal. Sampel berjumlah 77 responden yang ditentukan menggunakan rumus Slovin dan teknik accidental sampling. Teknik pengumpulan data meliputi kuesioner, observasi, dan dokumentasi. Analisis data dilakukan menggunakan uji validitas, reliabilitas, uji prasyarat analisis, regresi linear sederhana, dan uji t. Hasil penelitian menunjukkan bahwa personal branding pustakawan berpengaruh signifikan terhadap minat kunjung pemustaka. Hal tersebut dibuktikan melalui hasil uji t, di mana nilai t hitung sebesar 4,520 yang lebih besar dari t tabel 1,2927 dan nilai signifikansi sebesar 0,000 lebih kecil dari 0,10. Analisis koefisien determinasi ditunjukkan nilai Adjusted R Square sebesar 20,4% artinya bahwa personal branding pustakawan memberikan kontribusi terhadap minat kunjung pemustaka, dengan sisanya 79,6% dipengaruhi oleh faktor-faktor lain di luar penelitian ini. Secara keseluruhan, semakin baik personal branding yang ditampilkan pustakawan meliputi passion, value, differentiation, visibility, dan consistency maka semakin tinggi minat pemustaka untuk mengunjungi dan memanfaatkan layanan perpustakaan. Kesimpulannya, personal branding pustakawan terbukti memiliki pengaruh signifikan dan positif terhadap minat kunjung pemustaka di Perpustakaan KPw Bank Indonesia Provinsi Lampung. Penguatan personal branding dapat dijadikan strategi institusional dalam meningkatkan kualitas layanan dan daya tarik perpustakaan bagi masyarakat. Kata Kunci: personal branding, pustakawan, minat kunjung, perpustakaan, Bank Indonesia ii ABSTRACT The development of the digital era requires libraries to transform into dynamic and engaging information service centers for users. One factor that plays a role in creating a quality service experience is the librarian's personal branding. Strong personal branding is believed to be able to build a positive image, increase trust, and encourage user interest in visiting. However, data on visits to the Bank Indonesia Representative Office Library in Lampung Province in 2024 showed significant fluctuations, so a study is needed regarding internal factors that influence this interest in visiting. This study aims to measure the influence of librarian personal branding on user interest in visiting the Bank Indonesia Representative Office Library in Lampung Province. The study used a quantitative method with a causal associative research type. The sample consisted of 77 respondents determined using the Slovin formula and accidental sampling techniques. Data collection techniques included questionnaires, observation, and documentation. Data analysis was carried out using validity tests, reliability tests, analysis prerequisite tests, simple linear regression, and t-tests. The results of the study indicate that librarian personal branding has a significant effect on the interest of library users to visit. This is proven through the results of the t test, where the calculated t value is 4.520 which is greater than the t table of 1.2927 and the significance value is 0.000 which is smaller than 0.10. The coefficient of determination analysis shows an Adjusted R Square value of 20.4% meaning that the librarian's personal branding contributes to the interest of library users to visit, with the remaining 79.6% influenced by other factors outside this study. Overall, the better the personal branding displayed by the librarian including passion, value, differentiation, visibility, and consistency, the higher the interest of library users to visit and utilize library services. In conclusion, the librarian's personal branding is proven to have a significant and positive influence on the interest of library users to visit the Bank Indonesia Representative Office Library in Lampung Province. Strengthening personal branding can be used as an institutional strategy in improving the quality of services and the attractiveness of the library to the public. Keyword : Personal branding, librarian, visiting interest, library, Bank Indonesia.

Actions (login required)

View Item