Electronic Theses and Dissertation

ABSTRAK
Minat membaca masyarakat indonesia cukup rendah. Salah satu hal yang dapat meningkatkan minat baca masyarakat adalah dengan menyediakan perpustakaan yang nyaman serta mengajak masyarakat mengunjungi perpustakaan. Penelitian ini ditujukan untuk mengetahui pengaruh Promosi dan Kualitas Layanan perpustakaan terhadap minat kunjung kembali. landasan teori yang digunakan yaitu teori Elaboration Likelihood Model dengan pendekatan kuantitatif metode survei. hasil analisis 254 data diolah menggunakan program ibm spss 26 Memakai uji f dan uji t. uji f menunjukkan bahwa p-value Promosi (x1) dan Kualitas Layanan(x2) adalah 0,000 dan < 0,005, sehingga secara simultan kedua variabel ini memberikan pengaruh signifikan terhadap minat kunjung kembali (y).hasil uji t menunjukkan bahwa promosi (x1) memiliki nilai t hitung (2.037) > t tabel (1.969) sehingga berpengaruh signifikan terhadap minat kunjung kembali, sedangkan kualitas layanan (x2) memiliki nilai t hitung (8.703) < t tabel (1,969) sehingga berpengaruh terhadap minat kunjung kembali. hasil uji r square menunjukkan nilai r square 0,359 (35%) maka variabel independen mempengaruhi variabel dependen sebanyak 35% sedangkan sisa 65% dijelaskan oleh variabel lain. dengan promosi yang baik serta kualitas pelayanan perpustakaan yang memadai pengunjung perpustakaan akan meningkat seiring waktu. Namun perpustakaan perlu meningkatkan promosi dengan menggunakan media sosial dan program-program menarik guna meningkatkan kesadaran masyarakat tentang layanan dan koleksi perpustakaan.
Kata Kunci : Promosi, Kualitas Layanan, Minat Kunjung Kembali, Perpustakaan, Minat baca.

ABSTRACT The level of reading interest among the Indonesian society is relatively low. One way to enhance the public's reading interest is by providing comfortable libraries and encouraging the community to visit them. This study aims to investigate the influence of Promotion and Service Quality of libraries on the intention to revisit. The theoretical framework used in this study is the Elaboration Likelihood Model with a quantitative survey approach. The data from 254 respondents were analyzed using IBM SPSS 26, employing F-test and t-test. The F-test results indicate that the p-value for Promotion (x1) and Service Quality (x2) is 0.000, which is < 0.005, indicating that both variables have a significant simultaneous effect on the intention to revisit (y). The t-test results show that Promotion (x1) has a calculated t-value of 2.037, which is greater than the t-table value (1.969), signifying a significant impact on the intention to revisit. Meanwhile, Service Quality (x2) has a calculated t-value of 8.703, which is less than the t-table value (1.969), indicating its effect on the intention to revisit. The R-square value of 0.359 (35%) from the regression analysis suggests that 35% of the dependent variable is influenced by the independent variables, while the remaining 65% is explained by other variables. With effective promotion and adequate library services, library visitors are likely to increase over time. However, libraries need to improve their promotional efforts using social media and appealing programs to raise public awareness about library services and collections. Keywords: Promotion, Service Quality, Intention to Revisit, Library, Reading Interest.