Teknik copywriting pada media sosial perpustakaan di Pontianak sebagai strategi pemasaran digital
Abstract
Introduction. This paper aims to identify copywriting techniques used in managing Instagram media of various libraries in Pontianak and the extent of their impact on the target users’ decision to use the library as a learning resource.
Data Collection Methods. We used a qualitative approach with virtual observation, literature studies, semi-structured interviews with eight users as participants.
Data Analysis. We used data reduction, data presentation to draw conclusion. We used triangulation, cross-checking on key informants and specialists to validate the results.
Results and Discussion. Copywriting techniques have not been carried out by all library managers so that the AIDA formula is not visible in every instagram content. Inconsistency in the application of copywriting formula affects the interest of library users in seeing to the information delivered through instagram content. The inconsistency was influenced by librarian’s knowledge and copywriting skills. The library received a positive response marked by library visits, collection utilization, and user participation which increased (although not significantly) because marketing strategies need to be improved.
Conclusion. Library managers still focus on quantity and pay less attention to the quality of instagram content so that improving copywriting skills is less of a concern.
References
Akhter, S., Khan, K., Hussainy, S. K., & Khan, E. (2016). Measuring copywriting impact on brand identification. International Journal of Scientific and Research Publications, 6(12), 297–304.
Blynova, N., Polishko, N., & Mykhailova, A. (2020). Image copywriting: Genres and methods of creating the image texts. Communications and Communicative Technologies, 20, 100–106. https://doi.org/10.15421/292015
Czarkowska, M., & Gumkowska, A. (2017). Facebook, twitter, instagram, pinterest – nowe perspektywy badawcze. Adeptus, 10, 1–14. https://doi.org/10.11649/A.1519
Doney, J., Wikle, O., & Martinez, J. (2020). Likes, comments, views: A content analysis of academic library instagram posts. Information Technology and Libraries, 39(3), 1–15. https://doi.org/10.6017/ITAL.V39I3.12211
Fitrah, Muh., & Luthfiyah. (2017). Metodologi penelitian, penelitian kualitatif, tindakan kelas & studi kasus. Jejak.
Garje, A., & Devikar, P. (2018). Exploring new initiatives in key business functions: Digital Marketing Social Media. 7–13. www.tirpude.edu.in
Guo, X., Zeng, Q., Jiang, M., Xiao, Y., Long, B., & Wu, L. (2022). Automatic controllable product copywriting for e-commerce. Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 2946–2956. https://doi.org/10.1145/3534678.3539171
Hanum, A. N. L. (2021). Pemasaran informasi: Strategi meningkatkan nilai jual perpustakaan. Jejak Pustaka.
Julius, A. H., & Agustin, D. A. C. (2022). Strategi copywriting dalam meningkatkan kerjasama pada Telkom Indonesia. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, 10(2), 1371–1382. https://doi.org/10.37676/EKOMBIS.V10I2.2565
Kartsivadze, T. (2022). Copywriting in social media. International Journal of Innovative Technologies in Economy, 4(40), 1–6. https://doi.org/10.31435/RSGLOBAL_IJITE/30122022/7924
Maslen, A. (2015). Praise for persuasive copywriting. Kogan Page Limited.
Maulana, R., Nurmalasari, Maulana, M. S., Winnarto, M. N., Iqbal, M., & Lailiah, B. (2022). Pelatihan menjadi talenta digital dengan copywriting. Jurnal Penelitian dan Pengabdian Masyarakat Jotika, 2(1), 12–15. https://doi.org/10.56445/JPPMJ.V2I1.44
Mudaliar, A. L., & Chava, M. (2018). Exploring new initiatives in key business functions: A study of the novel innovation: "Social Media” - As a form of advertising in the framework of digital marketing. In L. Khullar, S. Kavishwar, & S. Deshpande (Eds). Marketing – digital marketing & social media. (pp. 14–22). Tirpude Institute of Management Education.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 31(1), 10–29. https://doi.org/10.1080/21639159.2020.1808812
Nurtiar, H. (2020). Copywriting: Modul diklat promosi perpustakaan berbasis digital Perpustakaan Nasional Republik Indonesia 2020. Perpustakaan Nasional Republik Indonesia. https://repository.unej.ac.id/bitstream/handle/123456789/105353/Modul%20Materi%20Copywri ting.pdf?sequence=1&isAllowed=y
Pratishara, G., & Masduki, A. (2018). Pelatihan perancangan iklan layanan masyarakat. Jurnal Pemberdayaan: Publikasi Hasil Pengabdian kepada Masyarakat, 1(2), 489-496. https://doi.org/10.12928/JP.V1I2.347
Putra, I. K. A. M. (2020). Visual and copywriting strategies in digital product marketing through sponsored content and landing pages on social media for SMEs. International Proceeding Conference on Multimedia, Architecture & Design (IMADe), 1(October), 266–274. https://eprosiding.idbbali.ac.id/index.php/imade/article/view/388
Ren, J., Lin, L., & Zheng, W. (2024). Product promotion copywriting from multimodal data: New benchmark and model. Neurocomputing, 575, 127253.
https://doi.org/10.1016/J.NEUCOM.2024.127253
Roslan, N. W., Halim, H. A., Jabbar, M. A. A., & Mamat, R. (2019). Elements of critical discourse in copywriting on Malaysian celebrity television advertisement. Asian Social Science, 15(2), 17–26. https://doi.org/10.5539/ass.v15n2p17
Saskia, C. (Ed), & Nistanto, R. K. (Ed). (2023, February 14). 15 Medsos Favorit Orang Indonesia, Nomor 1 Bukan Instagram. https://tekno.kompas.com/read/2023/02/14/10300097/15-medsos- favorit-orang-indonesia-nomor-1-bukan-instagram
Staniewski, M., & Awruk, K. (2022). The influence of Instagram on mental well-being and purchasing decisions in a pandemic. Technological Forecasting and Social Change, 174, 121287 [1-11]. https://doi.org/10.1016/J.TECHFORE.2021.121287
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers. Marketing Intelligence and Planning, 34(1), 19–40. https://doi.org/10.1108/MIP-09-2014-0169
Yogantari, M. V., & Ariesta, I. G. B. B. B. (2021). Kajian pengaruh copywriting kreatif terhadap identitas brand kedai kopi takeaway di Denpasar. Jurnal Nawala Visual, 3(1), 8–16. https://doi.org/10.35886/NAWALAVISUAL.V3I1.160
Zhang, Z., Hou, X., Niu, K., Huang, Z., Ge, T., Jiang, Y., Wu, Q., & Wang, P. (2022). Attract me to buy: Advertisement copywriting generation with multimodal multi-structured information. Computer Science [1-12]. https://doi.org/10.48550/arXiv.2205.03534
Zulfa, S. U. (2022). Peran pustakawan sebagai content creator instagram. Maktabatuna, 4(2), 149–160. https://doi.org/10.15548/MJ.V4I2.4763
Copyright (c) 2024 Berkala Ilmu Perpustakaan dan Informasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Berkala Ilmu Perpustakaan dan Informasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
- Articles published in Berkala Ilmu Perpustakaan dan Informasi are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and Berkala Ilmu Perpustakaan dan Informasi, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to Berkala Ilmu Perpustakaan dan Informasi to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in Berkala Ilmu Perpustakaan dan Informasi, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
