EMOTIONAL BRANDING MENGGUNAKAN KONSEP MODEL BRAND EQUITY KELLER: Kualitatif Eksploratif di Perpustakaan Pitimoss Fun Library dalam Mempertahankan Minat Kunjung Perpustakaan - Aghnia Firasyan Hakiima, - (2023)
Penelitian ini memiliki latar belakang yaitu pertama, sudah banyak perpustakaan yang telah menerapkan layanan berbasis emotional branding dalam pelayanan jasa dan pelayanan produk perpustakaan. Kedua, adanya penurunan minat baca terhadap buku fisik yang disebabkan dengan adanya perkembangan teknologi yang ditandai dari segi kehadiran internet dan e-book. Ketiga, Brand equity sebagai perhatian lembaga dalam menerapkan emotional branding. Maka dari itu, tujuan dari penelitian ini adalah untuk mengetahui lebih lanjut terkait penerapan emotional branding yang menggunakan konsep model brand equity keller yang terdapat di perpustakaan. Penelitian ini menggunakan metode kualitatif eksploratif. Peneliti melakukan kegiatan observasi secara sistematik, melakukan wawancara terhadap tiga staf, satu pendiri, dan lima pengunjung, serta melakukan studi dokumentasi sebagai dokumen pendukung di Perpustakaan Pitimoss. Kesimpulan yang didapatkan dari penelitian tentang emotional branding menggunakan konsep model brand equity keller di Perpustakaan Pitimoss: (a) Pertama, pilar hubungan pada emotional branding dilakukan perpustakaan dengan memperhatikan brand relationship pada brand equity keller; (b) Kedua, pilar pancaindra pada emotional branding dilakukan perpustakaan dengan memperhatikan brand responses pada brand equity keller; (c) Ketiga, pilar imajinasi pada emotional branding dilakukan perpustakaan dengan memperhatikan brand meaning pada brand equity keller; (d) Keempat, pilar visi pada emotional branding dilakukan perpustakaan dengan memperhatikan brand identity pada brand equity keller. This research has a background, namely first, there have been many libraries that have implemented emotional branding-based services in providing library services and product services. Second, there is a decline in reading interest in physical books caused by technological developments which are marked in terms of the presence of the internet and e-books. Third, Brand equity as an institution's concern in implementing emotional branding. Therefore, the purpose of this research is to find out more about the application of emotional branding using the concept of Keller's brand equity model found in the library. This study uses exploratory qualitative methods. Researchers carried out systematic observation activities, conducted interviews with three staff, one founder, and five visitors, and conducted documentation studies as supporting documents at the Pitimoss Library. The conclusions obtained from research on emotional branding using the concept of the brand equity keller model at the Pitimoss Library: (a) First, the pillars of the relationship to emotional branding are carried out by the library by paying attention to the brand relationship to brand equity keller; (b) Second, the five sensory pillars of emotional branding are carried out by libraries by paying attention to brand responses to Keller's brand equity; (c) Third, the imagination pillar in emotional branding is carried out by the library by paying attention to the brand meaning in the Keller brand equity; (d) Fourth, the vision pillar of emotional branding is carried out by the library by paying attention to brand identity in the Keller brand equity.