Pengaruh Promosi Perpustakaan melalui Media Sosial Instagram terhadap Pemanfaatan Perpustakaan di Perpustakaan Universitas Muhammadiyah Surakarta

Abstract

This research is motivated by advances in technology and knowledge that require libraries to keep up with the times. Library promotion is needed to introduce collections, services, and available facilities that can be used optimally. The promotion of libraries through social media is currently the best choice for libraries in providing information quickly and effectively. One of the most popular social media at the college level is Instagram. This study aims to determine whether the promotion of libraries through social media Instagram on the use of libraries at the University of Muhammadiyah Surakarta Library. The problems studied were about library promotion using AISAS (Attention, Interest, Search, Action, and Share) aspects. The research was conducted on visitors to the Surakarta Muhammadiyah University Library. This study uses a descriptive quantitative approach using simple linear regression analysis as a statistical tool IBM SPSS Statistic 22 Software. The sampling technique in this study uses an incidental sampling technique with a sample of 100 respondents. The results showed that library promotion through social media Instagram had an average value of 3.46 while library utilization had an average value of 3.66. Both variables have values that are on a scale of 3.43 – 4.23 which means high. The correlation result obtained is 0.642 which has a positive relationship between the variable x library promotion through social media Instagram and the variable y using a strong library. The result of the calculation of the correlation between the variables x and y is 0.642 the value of the variable in the coefficient interval is 0.60 - 0.799 which means it is strong. The conclusion obtained from the research on library promotion through Instagram social media on library utilization, namely library promotion through Instagram social media has an influence on library utilization at the Muhammadiyah University Surakarta Library.

Keywords: Library Promotion, AISAS Aspects, Social Media, Instagram, Library Utilization