STRATEGI PROMOSI MELALUI MEDIA SOSIAL INSTAGRAM DI PERPUSTAKAAN KPW BANK INDONESIA PROVINSI LAMPUNG

MARSELLA, PUTRI ASTUTI (2026) STRATEGI PROMOSI MELALUI MEDIA SOSIAL INSTAGRAM DI PERPUSTAKAAN KPW BANK INDONESIA PROVINSI LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis strategi promosi melalui media sosial Instagram di Perpustakaan KPw Bank Indonesia Provinsi Lampung berdasarkan tahapan strategi promosi menurut Stueart dan Moran. Penelitian menggunakan metode deskriptif kualitatif dengan pendekatan penelitian lapangan. Data dikumpulkan selama dua bulan melalui wawancara terstruktur terhadap satu pustakawan yang bertanggung jawab mengelola akun Instagram @perpusbilampung, observasi nonpartisipan terhadap aktivitas promosi akun Instagram @perpusbilampung, serta dokumentasi. Analisis data menggunakan model Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa perpustakaan telah mengidentifikasi sasaran audiens melalui data kunjungan, interaksi pemustaka, dan Instagram Insights serta menerapkan segmentasi berdasarkan usia, status, dan minat membaca. Tujuan promosi diarahkan untuk meningkatkan kesadaran terhadap perpustakaan, memperkenalkan layanan dan koleksi, serta memperluas jangkauan pemustaka. Instagram dipilih sebagai media promosi utama karena memiliki jangkauan luas dan didukung fitur feed, stories, reels, collab post, dan geotag yang dimanfaatkan untuk menyebarluaskan informasi dan meningkatkan interaksi pengguna. Evaluasi efektivitas promosi dilakukan melalui pemantauan data Instagram Insights dan respons audiens terhadap konten yang dipublikasikan. Temuan menunjukkan peningkatan jumlah pengikut akun Instagram dari 7.467 menjadi 7.571 akun selama periode penelitian. Selain itu, salah satu konten reels bertema Perpus Favorit di Bandar Lampung memperoleh sekitar 236.000 tayangan dan ratusan komentar. Meskipun demikian, pemanfaatan data audiens dan evaluasi promosi masih belum dilakukan secara sistematis dan berkelanjutan sehingga penggunaan data analitik sebagai dasar pengambilan keputusan promosi belum optimal. Kata Kunci : Strategi Promosi, Perpustakaan Khusus, Media Sosial Instagram, Promosi Perpustakaan.ABSTRACT This study aims to analyze promotional strategies on Instagram at the Bank Indonesia Regional Office Library in Lampung Province based on the stages of promotional strategy outlined by Stuart and Moran. The study employs a qualitative descriptive method with a field research approach. Data were collected over a two-month period through structured interviews with a librarian responsible for managing the @perpusbilampung Instagram account, non-participant observation of promotional activities on the @perpusbilampung Instagram account, and documentation. Data analysis utilized the Miles and Huberman model, which includes data reduction, data presentation, and drawing conclusions. The results of the study indicate that the library has identified its target audience through visitation data, user interactions, and Instagram Insights, and has implemented segmentation based on age, status, and reading interests. The promotional objectives are aimed at increasing awareness of the library, introducing its services and collections, and expanding its user base. Instagram was chosen as the primary promotional platform because of its wide reach and features such as the feed, Stories, Reels, collaborative posts, and geotags, which were utilized to disseminate information and increase user engagement. The effectiveness of the promotion was evaluated by monitoring Instagram Insights data and audience responses to published content. The findings showed an increase in the number of Instagram followers from 7,467 to 7,571 during the study period. Additionally, one Reels video themed “Favorite Libraries in Bandar Lampung” garnered approximately 236,000 views and hundreds of comments. However, the utilization of audience data and promotional evaluation has not yet been conducted systematically and continuously; consequently, the use of analytical data as a basis for promotional decisionmaking remains suboptimal. Keyword: Promotional Strategy, Special Library, Social Media Instagram, Library Promotion.

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