Implementasi Mobile Marketing sebagai Strategi Digital dalam Layanan Perpustakaan Universitas Bina Darma
DOI:
https://doi.org/10.62238/codex.v2i1.266Keywords:
mobile marketing, perpustakaan digital, keterlibatan pengguna, media sosial, layanan perpustakaanAbstract
Perkembangan teknologi digital dan meningkatnya penggunaan perangkat mobile mendorong perpustakaan untuk mengadaptasi strategi layanan berbasis teknologi guna tetap relevan dengan kebutuhan pengguna. Penelitian ini bertujuan untuk menganalisis implementasi mobile marketing sebagai strategi digital dalam layanan perpustakaan di Universitas Bina Darma. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus, dengan lokasi penelitian di Perpustakaan Universitas Bina Darma Palembang. Data dikumpulkan melalui observasi terhadap aktivitas digital serta analisis dokumentasi dari media sosial, website, dan aplikasi mobile yang digunakan. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa mobile marketing diimplementasikan melalui berbagai platform digital, yaitu media sosial, website, dan aplikasi mobile, yang berkontribusi dalam meningkatkan jangkauan layanan dan keterlibatan pengguna. Platform visual seperti Instagram dan TikTok menunjukkan tingkat interaksi yang lebih tinggi, sementara website dan aplikasi berperan dalam menyediakan layanan yang lebih terstruktur dan fleksibel. Namun demikian, masih terdapat kendala dalam konsistensi pengelolaan konten. Penelitian ini menyimpulkan bahwa strategi mobile marketing yang terintegrasi dan berorientasi pada pengguna berperan penting dalam meningkatkan kualitas layanan perpustakaan di era digital.
The rapid development of digital technology and the increasing use of mobile devices have encouraged libraries to adopt technology-based service strategies to remain relevant to user needs. This study aims to analyze the implementation of mobile marketing as a digital strategy in library services at Bina Darma University. The research employs a qualitative approach with a case study design, conducted at the Bina Darma University Library in Palembang. Data were collected through observation of digital activities and documentation analysis of social media, websites, and mobile applications used by the library. Data analysis was carried out through data reduction, data display, and conclusion drawing. The results indicate that mobile marketing is implemented through multiple digital platforms, including social media, websites, and mobile applications, which contribute to expanding service reach and enhancing user engagement. Visual platforms such as Instagram and TikTok show higher interaction levels, while websites and applications provide more structured and flexible services. However, challenges remain in maintaining content consistency. This study concludes that an integrated and user-oriented mobile marketing strategy plays a crucial role in improving library service quality in the digital era.
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