Putri, Dlovia Melinda (2026) ANALISIS PEMASARAN PRODUK INFORMASI FEB UNDIP DIGILIB. Jurnal Ilmu Informasi, Perpustakaan, dan Kearsipan (JIPK). (Submitted)

Text Tugas Akhir_Dlovia Melinda Putri (019).pdf - Accepted Version Restricted to Repository staff only Download (2MB)

Abstract

This study aims to analyze the marketing of information products at FEB UNDIP Digilib. This study uses a qualitative method with a case study design. Data were collected through semi-structured interviews and documentation, involving the library implementation coordinator, librarians, reading ambassadors, and library companions as informants. Data were analyzed using thematic analysis. The results show that information product marketing is implemented through four aspects: (1) the optimization of information products through the development of digital collections, application features, and service evaluation based on user needs; (2 strengthening service access and utilization through flexible access provision and user support services; (3) the utilization of various communication media, socialization activities, and collaboration with Reading Ambassadors (Duta Baca) and Library Companions (Sahabat Perpustakaan) in disseminating service information; and (4) the provision of value and benefits that support convenience, efficiency, and flexibility in accessing academic information. However, limitations remain regarding the completeness of collections and features, technical system constraints, and the uneven reach of promotional activities. This study highlights the importance of sustainable information product marketing to ensure that digital library services can be utilized optimally in supporting the academic information
needs of the academic community.

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