Strategi Promosi Perpustakaan Bangkit dalam Menumbuhkan Budaya Literasi Masyarakat Kecamatan Kota Baru Kota Jambi

Abstract

Introduction. A culture of literacy is an important foundation for developing a critical and knowledgeable society. Libraries have a strategic role in fostering literacy through various promotional activities and services. This study aims to analyze the promotional strategies implemented by Bangkit Library in fostering a literacy culture among the community of Kota Baru District, Jambi City, and to identify the supporting and inhibiting factors in their implementation.

Data Collection Method. This study employed a descriptive qualitative approach. Data were collected through participatory observation, semi-structured interviews, and documentation. Informants were selected using purposive sampling and consisted of the head of the library, library managers, and library users.

Data Analysis. Data were analyzed through three stages: data reduction, data presentation, and conclusion drawing or verification. Data validity was ensured through source triangulation by comparing information obtained from interviews, observations, and documentation.

Results and Discussion. The results show that Bangkit Library implements several promotional strategies to foster a literacy culture, including oral promotion, pamphlet distribution, brochure dissemination, social media promotion through Instagram, Facebook, WhatsApp, and YouTube, cooperation with third parties, and promotional programs involving souvenirs and literacy activities. The library also collaborates with the Jambi City Archives and Library Service, Posyandu, and schools. However, the implementation of promotional strategies faces internal obstacles, including limited funds, limited human resources, and limited collections, as well as external obstacles in the form of low public interest in literacy and library activities. Social media and direct promotion are considered effective in reaching the community, although the use of digital media has not yet been fully optimized.

Conclusion. Bangkit Library has implemented various promotional strategies to foster a literacy culture among the community of Kota Baru District, Jambi City. Nevertheless, the effectiveness of these strategies is constrained by internal and external factors. Continuous innovation, collaboration, and the development of community-based promotional programs are needed to strengthen the library's role as a center for community literacy.