Libraries Rebranding and Repositioning: What Can Indonesian Librarians Learn From The Popularity of Online Motorcycle Taxi (Ojek)?

Abstract

Even though library and librarian undergo better changes, the perception and stereotype towards library and librarian has not changed much. It is shown by the perception and stereotype of the librarian themselves towards the profession of librarian. From another side, the management of online motorcycle taxi has succeeded in rebranding and repositioning motorcycle taxi and the drivers, thus it gains more positive image in the society. There are some values added given eventually changes perception towards motorcycle taxi and the drivers. This study attempts to explore how librarians employ image rebranding and image repositioning in order to gain more positive image for the library as it done to the online motorcycle taxi company. The research method used is descriptive qualitative. The techniques used to collect data is Focus Group Discussion (FGD) with 39 librarians in Banten -Indonesia, interview, observation and literature review. The results showed (1) amongst the librarians, a librarian still has a conservative image. (2) There are some points on why people prefer online motorcycle taxi rather than conventional one, i.e. company reputation, quality services, fixed tariff, choices of payment method (cash and non cash), easy to order, safety, comfort, all in one services, velocity, safety driving and services (3) as for library, rebranding emphasizes the changes of values offered for the users thus they can be loyal, and improving the organization culture in order to achieve rebranding goals. In other hand, repositioning serves as an attempt to accommodate the development of society characteristics and information technology advancement. Library has to accommodate the expectation of both digital native and digital immigrant simultaneously. Library rebranding and repositioning expected to be able to improve the positive image of library and also the librarian .

Prototyping Aplikasi Perpustakaan Pada SMK Negeri 25 Jakarta

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