Strategy Of Information-Technology-Based Product Packaging At Sebelas Maret University’s Central Library Surakarta

ABSTRACT

Riah Wiratningsih.
Thesis: Postgraduate Program of Sebelas Maret University Surakarta.

The fast development of science and technology has brought a phenomenon of users needs orientation shift to information-technology-based information. Thus, it is necessary to do an information-users-needs-based innovation. Information packaging is a kind of innovation used by Sebelas Maret University’s central library to answer users’ recent needs of information. For this reason, strategy of information packaging becomes important in order to make users experience a significant improvement that is appropriate to recent development of science and technology.
The research focuses on the strategy of information-technology-based product packaging. It aims at (1) finding the process of planning, organizing, implementing, and evaluating of that strategy carried out by Sebelas Maret University’s central library; (2) finding kind of information-technology-based product promotion used by Sebelas Maret University’s central library; (3) finding the result of users’ and stakeholders’ evaluation on strategy of information-technology-based product packaging carried out by Sebelas Maret University’s central library.

This research is a descriptive evaluative research. It is done to a ongoing program (Ex Post Program Evaluation) in order to find out if the information-technology-based product has been appropriate to the users’ desires or not. This phase is done by a process of marketing communication, which then gives feedback in the form of evaluation. The researcher uses SWOT approach as an appropriate analytical tool to formulate concrete action in problem solving matter. Evaluation activity is done by involving users and stakeholders because this process is a learning to do reflection of what has been done before. It has also to be realized about its strengths and its weaknesses, which is then thought and planned of what has to be done for the next betterment. From the analysis, it can be understood and formulated both the strengths and the weaknesses. The research also gives an operational suggestion, i.e. an action as an effort to reform and to develop the next activity process by using Regis McKena’s dynamic marketing concept.
The result of this research shows that Sebelas Maret University’s central library, related to its strategy of information-technology-based product packaging, has first determined its targets but it has not been planned well. As a result, it has not produced the desired result. From the research analysis, it can be concluded that the strategy of information-technology-based product packaging carried out by Sebelas Maret University’s central library, which comprises digital library, e-journal and online catalogue, has not complied with the users’ request. It is because many factors; content, context, and infrastructure, also Sebelas Maret University’s central library has not made strategy planning. Whereas planning function is a base of the whole management function. Without a planning function, management function is impossible to do well. Related to the strategy of information-technology-based product packaging, Sebelas Maret University’s central library needs to cooperate with Sebelas Maret University’s Computer Center as a partner. Besides that, it needs to be designed “personal in charge” handling the library promotion.
The theoretical benefit of this research is to increase and to broaden science in the field of library, especially in the field of promotion through information-technology-based information packaging. The result of this research can also be used by other researchers as a deeper study related to the field of promotion and information-technology-based information service.
Looking at nowadays library position, there is a step needs to be taken, i.e. having cooperation with Computer Center to develop digital library and online catalogue concerning to the server system, bandwidth capacity, and database completing. Cooperation with Gale.Group also needs to be done in socializing e-journal by inviting experts. It can be done in order to reach product credibility.