Evaluasi Strategi Pemasaran Dalam Upaya Membangun Loyalitas Pengguna di Perpustakaan UIN Sunan Kalijaga Yogyakarta Ditinjau dari Pendekatan Customer Relationship Management

Abstract

This research aims to examine how the evaluation of marketing strategies in effort to construct a user loyalty in Library of UIN Sunan Kalijaga Yogyakarta based on Customer Relationship Management approach. This research is a qualitative research using evaluative approach. The data collection methods are using observation, interviews and documentation. Analysis of the data in this research using two stages analysis namely the data analysis before in location and the data analysis after in location , the steps are (1) data collection, (2) data reduction, (3) data presentation, and (4) drawing conclusions. Then this research is equipped with quantitative data analysis to measure the value of evaluation results in the form of percentage figures compatibility. While the data validity used credibility test using triangulation techniques and membercheck. The results of this research is concluded that: (1) Internal communication patterns UIN Sunan Kalijaga Library is encircled in interpersonal way and through by media; (2) Human resources in the UIN Sunan Kalijaga Library consists of librarians group and structural staff; (3) The top products of UIN Sunan Kalijaga Library are technology-based services, Islamic collections, facilities and comfortable room; (4) The work evaluation of UIN Sunan Kalijaga Library organization is by forming a regular forum once a month and work meeting in each end of the year; (5) The communication with UIN Sunan Kalijaga library users occurs in interpersonal way, through social media and “Friends of Library”; (6) The attitude and performance of UIN Sunan Kalijaga Library officer are considered in deficient standart and less attention to policies appearance; (7) UIN Sunan Kalijaga Library makes the extensive cooperation with various stakeholders. Thus, the marketing strategy in effort to construct user loyalty in Library of UIN Sunan Kalijaga Yogyakarta is stated 86% (in accordance) with the concept of Customer Relationship Management.

Keywords

• Customer relationship managemen
• Library marketing
• Service marketing