Pengaruh Aktivitas Media Sosial Terhadap Brand Awareness dan Pertumbuhan Pemustaka Baru di Perpustakaan Institut Kesehatan dan Teknologi Al Insyirah
DOI:
https://doi.org/10.31849/mfcgrp96Keywords:
Social media activity, brand awareness, new library users, Digital Library, SEM–PLSAbstract
This study aims to examine the effect of social media activities on brand awareness and their impact on the growth of new library users at the Library of the Institute of Health and Technology Al Insyirah. In today's digital environment, social media platforms have become essential communication channels for academic libraries to disseminate information, promote library services, strengthen institutional identity, and enhance user engagement. Effective social media management is expected to increase public awareness of the library and encourage potential users to utilize its services. This study employed a quantitative explanatory research design. Data were collected through an online questionnaire administered to 252 active followers of the library's official Instagram and TikTok accounts. Respondents were selected using purposive sampling based on their level of interaction and engagement with the library's social media content. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships among the research variables. The findings indicate that social media activities have a positive and significant effect on both brand awareness and the growth of new library users. Furthermore, brand awareness partially mediates the relationship between social media activities and user growth. These findings suggest that consistent, informative, interactive, and visually appealing social media content enhances users' awareness of the library's identity and credibility, which, in turn, contributes to increased membership and the acquisition of new library users. This study underscores the strategic role of social media as an effective marketing communication tool for strengthening library visibility, expanding its user base, and supporting the long-term sustainability of academic libraries.
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