Marketing Strategy of Library Digital Services

Syifaun Nafisah; Nazilatul Laili Sa'adah; Nazrul Effendy

doi:10.14429/djlit.44.5.19189

Syifaun Nafisah Study Program of Library Science, Faculty of Adab and Cultural Sciences, Sunan Kalijaga State Islamic University, Yogyakarta - 55281, Indonesia https://orcid.org/0000-0002-2510-9171
Nazilatul Laili Sa'adah Study Program of Islamic Library and Information Science, Faculty of Tarbiyah and Teacher Training, Antasari State Islamic University, Banjarmasin - 70235, Indonesia https://orcid.org/0009-0002-8445-5151
Nazrul Effendy Department of Nuclear Engineering and Engineering Physics, Faculty of Engineering, Universitas Gadjah Mada, Yogyakarta - 55281, Indonesia https://orcid.org/0000-0002-1276-4564

DOI: https://doi.org/10.14429/djlit.44.5.19189

Keywords: Library, Marketing strategy, Customer relationship management

Abstract

This research aims to determine the marketing mix strategy for library services by comparing marketing
strategy theories based on empirical experience. This research uses a review approach. This research collects data by reviewing scientific journals on relevant topics and systematically compiling research results through abstracts, keywords, footnotes, references, research results, and quotations. This research found that libraries can use the 7Ps, Customer Relationship Management, and the Kotler and Armstrong model as marketing strategies. The 7P Model recommends that libraries develop web-based innovations to adapt to the characteristics of their users. In exploring the creativity of new service innovations, libraries can apply the Kotler and Armstrong strategy. The development of this innovation will increase user loyalty to library services. To maintain user loyalty, libraries can use Customer Relationship Management Strategies. The results of this research conclude that implementing a marketing mix strategy using these models can improve the quality of library services.