Saidun Sinaga, . (2025) STRATEGI SOCIAL MEDIA MARKETING DALAM MEMBENTUK BRAND AWARENESS PERPUSTAKAAN PUSAT LITERASI BELA NEGARA (Studi Pada Sosial Media Instagram Perpustakaan Universitas Pembangunan Nasional “Veteran” Jakarta). Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
National defence is an important aspect in shaping the character and awareness of every citizen. The spirit of national defence is not limited to contributions in the military aspect, but also includes participation in various fields, such as literacy and national information. Libraries, as public information institutions, have a strategic role in fostering understanding and awareness of the values of national defence. This study aims to identify strategies for building brand awareness of the UPNVJ Library as a centre for National Defence literacy, while also formulating relevant and applicable social media marketing strategies through the Instagram platform. The research uses brand awareness theory to measure the level of awareness among library users regarding the role of the library as a centre for national defence literacy, as well as social media marketing theory to formulate digital communication strategies that can be implemented by the UPNVJ Library to introduce the library as a centre for national defence literacy. The research approach used was qualitative with a case study method. Data collection techniques included semi-structured interviews, field observations, and documentation, with informants selected using purposive sampling and data validation through triangulation of sources. The research results indicate that brand awareness of the UPNVJ Library as a centre for national defence literacy has not yet been optimally established. Aspects such as brand recall, brand recognition, purchase decision, and consumption are not yet clearly evident due to the lack of programmes highlighting the National Defence theme. The use of the UPNVJ Library's Instagram as a digital communication medium has not been optimised to the fullest in promoting the library's brand awareness, particularly in terms of content creation, content sharing, connecting, and community building. Therefore, a more targeted and consistent social media marketing strategy is needed to optimise Instagram in building brand awareness of the UPNVJ Library as a centre for national defence literacy.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No.Panggil: 2210422012] [Pembimbing 1 : S. Bekti Istiyanto] [Pembimbing 2 : Kusumajanti] [Penguji 1: Yani Hendrayani] [Penguji 2: Ana Kuswanti] |
| Uncontrolled Keywords: | Bela Negara, Brand Awareness, Instagram, Perpustakaan, Social Media Marketing |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S2) |
| Depositing User: | SAIDUN SINAGA |
| Date Deposited: | 05 Aug 2025 08:43 |
| Last Modified: | 05 Aug 2025 08:43 |
| URI: | http://repository.upnvj.ac.id/id/eprint/37613 |
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